Founded in 1978, it boasts 51 stores worldwide and annual sales totalling 6.3 billion yen (HK$495 million). In Hong Kong, the brand has two boutiques, and this month is celebrating the fifth anniversary of its Star Street outlet with an exhibition showcasing archive pieces.
So what makes 45rpm a cut above the rest? According to denim technician Shigeki Takegawa, who has been with the brand since 2006, it's their rich indigo colour (their collections boast more than 30 different shades of blue).
"When I was at school, I was crazy about denim. I loved it even more when the denim looked more worn. I wanted to explore how to create the effect myself, which is how I started working with 45rpm," says Takegawa, who was in town to demonstrate how to distress denim by hand.
The label uses natural dyes. Its latest collection includes an even lighter shade of blue called Takehime, while new collections feature styles with extra stretch and elasticity (from HK$2,795 to HK$9,995).
And while classic styles like the Sorahiko fly off the shelves, it's the hand-distressed denim that fans obsess over.
"There is no specific technique or method," Takegawa says. "I learned myself through trial and error. It's the opposite of being a painter - rather than add colour, we remove it to give the jeans an antique and worn in look."