FRUiTS was started way back in 1997 by photographer Shoichi Aoki. It has survived over the years in the challenging Japanese magazine market because it has a cult following of devoted fans. FRUiTS has also gained notoriety outside of Japan with the increasingly popularity of Japanese street fashion.
FRUiTS magazine is sometimes credited with coining the term "Decora". However, it seems more likely that FRUiTS is simply documenting the emerging trends of Tokyo street fashions rather than inventing trends such as Decora. The rich variety of DIY street styles in FRUiTs magazine has happened to catch many trends in their early phases. Often an original street fashion is much copied to become a subculture such as lolita or decora. FRUiTs magazine tends to stay away from these subcultures where everyone is trying to perfect one particular look. Instead, FRUiTs captures original styles that can only be defined under the broad term "street style".