Gilfy was my first love when starting out shopping at 109 so I think a week of love to one of the most popular gal stores is needed.
I used to be such a Gilfy whore that I got to the point I couldn’t go a day without wearing something Gilfy. A hat. a bag. a dress… anything. However I was saddened by the turn out of their last few seasons. I admit my love wanes sometimes, but I still look to them for great original designs.
So this week is all about Gilf-gilf-gilfy~! :idea:
Gilfy is obscenely popular. Gilfy/ReDark/Backs has 31 stores in Japan, Gilfy alone has 15 :!: . Compared to popular Mar*s store that only has 12 total locations, it’s just dwarfed. Gilfy transcends gyaru, but even with its immense popularity spilling out it still is very much a favorite with gals. They were the number one advertiser to Shibuhara’s Pop Sister issue 1 while still supporting Ageha as well.
Upcoming this week
- Gilfy History and Style
- The staff-chans of Gilfy
- What is Gilfy make and nails?
- Spring style for Gilfy
- Gilfy and Backs 109 to Overseas
- Gilfy / ReDark Catalog 2008
- Daily Mitsu – Gilfy edition, Gilfy of old
Gilfy, Backs, ReDark history:
arti-sanal Gilfy in Osaka OPA
Gilfy means gilded + beautify = Gilfy. Debuting in 2004 in 109 after winning the 109 scout for new talent competition. Gilfy started their own style with bias mismatch seemed cotton teamed with non-Engrish words, zipper accents, oddly placed details and perennial plaid. They’ve made themselves their own brand of rock.
ReDark was known as the AmeKaji brand arm and was debuted in 2008 Spring to much fanfare, but had repetitive seasons and has since changed to more Backs monotone style. Its future currently seems the most perilous and other than the 109 store and Nagoya Passe mall it has no other self-contained store.
Backs opened in Fall 2008 became instantly popular for its mix of monotone and mannish looks with close-fitting styles and black rimmed glasses. In magazines sometimes people now call their look Backs-kei, meaning it has gained its own style genre. Backs has made a name for itself with accessories that combine well with other rock/mannish/oraora styles such as watches, glasses and tennis shoes.
Gilfy’s newest endeavor 0/6 by Gilfy opened in Fall 2009 in OPA in Osaka. The 0/6 brand is sold online, at Gilfy Market and OPA. In the previous seasons it was obvious Gilfy was trying to make originality in all their stores. With 4 brandings currently and yet all (except for ReDark) being in the same style genre it’s been hard to distance themselves for each other and sometimes the looks can be a bit diluted. 0/6 seems like Gilfy’s answer to the interpreting the trends without sacrificing Gilfy’s originality.
Both ReDark and Backs have had a renewals recently. In 109 terms a renewal means we ****ed up last season and we’re taking a new direction. Renewal is quite common and is a way of advertising sales in a non-sale time and changing up the look of your store to attract more customers. Moussy, Duras, Mar*s, Egoist and more all use this tactic.
What is Gilfy style
Gilfy’s style breakdown relies on monotone, but also some bold colors. They love quirky accents, structured looks and when shopstaff introduce their clothes they often say “kakkoii” (cool) or “oshare” (stylish). Considering shopstaff at most 109 stores pull out “kawaii desu ne” (it’s so cute) with every item, you can tell they consider their clothes and style a brand apart.
What is Backs style
Not to say they sometimes don’t overlap (as in my S/S predictions from 2009)