Sly Japan girls are so cool. I feel like that could be my whole post about the brand and sum it up. In this post I will say cool too many times to ever think of myself as cool. But that’s the word for them, effortlessly casually forever cool. Sly and Moussy are largely neglected by overseas fans of Japanese fashion. Which is crazy because they’re everywhere in Japan. Part of the Shellter group with Rodeo Crowns, Rienda, Avan Lily among others, they have stores in all major malls in Japan and do well each season no matter the big trends.
While I’ve discussed how older gyaru go to NeoGal and Oneegyaru, they also visit Sly and Moussy. Which can be considered Oneegyaru but really just “Cool” type. That’s what you’ll see it marketed in magazines (mostly Jelly, SCawaii and Vivi). Before there was Mode Gyaru there was always Cool-type.
A little bit of history:
Sly Japan (http://sly.jp/)(スライ) was founded in 2002 after Moussy and was modeled to be a 109-kei (meaning 109-style) brand. Sly’s concept is mainly casual cool. There’s a focus on denim, as with Moussy. Sly focuses on bold colors, retro prints, chunky jewelry and quirky shoes. They’re known for their long-time collaboration with the former street artist Keith Haring estate.
The SLY girl:
I blogged about SLY first in 2012 and their shop staff and look is pretty similar to what it is now. Even my 2013 Okinawa SLY girls look close to the ones I’m showing for 2014. Somehow it’s cool and feels trendy but it stays the same. You can just spot a Sly Japan girl on the street. Maybe it’s the statement jewelry mixed with casual style, but there’s a lot of Sly devotees.
Sly Japan staff – Shibuya 109
I’m really glad I got to take so many photos of her make-up. I think she’s doing a lot of things popular with Shibuya and Harajuku stores that are not dealing with fanciness (i.e. no DIA or Swankiss). Instead she’s doing straight brows that are a bit thick, eyelash extensions and a bold lip. Also she’s sporting the short hair trend really sweeping across Japan. I love a girl in a hat, especially a short haired girl not afraid to wear one.
A Sly girl:
Cool colors? Check
Basic yet interesting? Check
Statement jewelry? Check
Retro print? Check (inside the coat)
Cool style makeup? Check
Sly Japan – Hiroshima Parco
Sorry for the photo color changes. Shops in Japan can have horrible lighting and it’s a pain to after balance. Yet it’s another spot-on SLY Girl and could spot at 20 paces.
She’s simple but cool and polished. Again another statement jewelry piece on a monotone outfit.
She’s also doing a few styling things I really enjoy like a rolled up jean and a short pointed boot. As well as loose waves with a fluffy beret to give volume. Oversized coats were big for Winter and they’re slowly moving into Spring with loose airy robe styles.
While this Hiroshima staff has decided to forgo eyelashes or extensions she’s still echoing the big trends: more natural eye, bold lip, straight thicker brows.
Even though I’m showing two monotone girls SLY loves its prints. The green dress behind her was also done in a top and skirt. Like many brands SLY has a print they’ll do each season in a lot of styles.
Sly for Spring 2015
Sly has put its catalog out for Spring 2015 already. The theme is Western Boho. You can view the full catalog on their webstore here.
This is the season of denim. Expect denim in every form across every brand.
Even though this is a kitschy look and not commonly sly there’s still a big statement necklace and a funky accessory and cool shoes.
Classic but modern Sly: Retro print, statement jewelry, basics as a backdrop.
Here’s a sample from the Sly Chics blog about their style for Spring 2015 which shows more how it’s styled in real life. Like I said the look doesn’t change much but still the girls look current.
SLY can do short and have sex appeal but it’s not attracting, just to show off how cool you look.
Sly is using this print as one of their main ones for the season. Like many brands they have signature prints for the season.
Fringe is coming back! Woohoo! Love the more boho and less western look of that bootie.
Basics in different colors, heels, and a statement jewelry piece or two. An easy SLY girl.
Similar brands to SLY: Moussy (big sister brand), Lily Brown, Evris, Murua and Emoda.
Sly has been doing Sly since they came out and even though both staff have a bit of “mode” to them, really they’re “cool” looks. Again this look and brand are popular in Japan (and rapidly expanding in China). In most every bigger city in Japan you’ll come across a Sly Girl. Cool, simple, well styled, just a hint of flash. She’s neither Otona Kawaii nor Motekei. She’s just cool.