ConsumerPopularity drives secondhand prices up threefold over three yearsChrome Hearts was a brand beloved of men aged over 40. Now the U.S. label is winning younger fans, both male and female. (Photo by Tokuyuki Matsubuchi)SHOHEI KANAYAJune 14, 2026 13:00 JSTTOKYO -- Chrome Hearts, an American luxury lifestyle and accessories brand known for its rebellious, rock 'n' roll aesthetic, is winning fans in Japan beyond bikers, thanks to rising demand from young consumers and helped by South Korean K-pop idols who are its ambassadors.