Sly Japan shop staff from Shibuya 109 and Hiroshima Parco and Spring 2015 style

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 (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.

Like sister brand Rienda with their Rienda Girls, SLY Japan founded its own super blogger group called SLY CHICS (

Sly Japan staff – Shibuya 109

sly-japan-shibuya109-stylesly-shibuya109-fullbody-shopstaff-snapOLYMPUS DIGITAL CAMERAOLYMPUS DIGITAL CAMERAsly-japan-shibuya109-style-accessories

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.

Screen Shot 2015-03-07 at 6.18.47 PM

This is the season of denim. Expect denim in every form across every brand.

Screen Shot 2015-03-07 at 6.19.00 PM

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.

Screen Shot 2015-03-07 at 6.19.16 PM

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.

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  1. A
    March 9, 2015 / 2:56 pm

    After your Twitter warning, I was expecting something short and half-assed. So now, I am very disappointed with this very well-done blog post.

    LOL obviously I’m kidding. Please keep up the good work Mitsu, your blog is very well done and I love it.

    • Mitsu
      March 9, 2015 / 8:49 pm

      I have failed! I still feel shop staff posts are a little half assed. Compared lots of research like Japanese fashion terms or breaking down a magazine or hair terms. All 3 I keep planning to finish but become Eeyore “oh bother” XD

      Thank you <3 <3

  2. Bethany
    March 11, 2015 / 9:43 am

    Also to add, this is my first winter in Japan. Last I lived here previously during the spring/summer so I don’t really have a good gauge as to when the spring items should start appearing

  3. Bethany
    March 11, 2015 / 10:22 am

    Oh I guess my first comment didn’t post, but when do brands start putting their I guess non long sleeved items out? I went to 109 today for the first time and I felt like I was shopping for fall times for the most part

  4. March 12, 2015 / 1:04 pm

    omg Sly and Moussy ! ! ♡ I remember wayyy back in the day when I picked up my first ViVi magazine, those brands were all over the place. I’m glad to know they’re still popular in Japan since you’re so right, they are definitely missing from the Western gal sphere of love ;~;

    I love the shop staff – you always seem to have a knack for finding the most stylish! ♡

    • Mitsu
      March 12, 2015 / 10:05 pm

      Yea! Sly and Moussy staying the test of time, doing smart to expand into China too :) I wish more support was there for them but they do do some simple looks but I feel their accessories and prints are underrated :)
      I wish that was true, I think there’s just too many stylish shop staff all amazing :)

  5. March 17, 2015 / 7:51 pm

    Hi, first comment here ^^
    SLY is definitely my favorite Japanese Brand because their style is totally resemble my style (I’m never into ‘fuwa-fuwa’ styles).
    Their 2015 spring collection is sooo good I want them all >_<
    My favorite SLY Girls is Nami Hashimoto who work in Shinsaibashi OPA store. She's gorgeous and also a popular beauty vlogger too…I following her channel and twitter religiously haha…

    • Mitsu
      March 18, 2015 / 11:21 am

      Omg yay!! Another SLY lover! I’m curious about the Spring collection it seemed a lot of countrywestern influences and I was a bit nervous, but the more that comes out the more I like.

      I don’t usually follow the SLY girls, but I did see her! She was doing a video and shoot for Shinsaibashi OPA’s website. She seemed so cool!! :) I gotta hunt her channel down :)

  6. March 19, 2015 / 4:54 am

    You had saw her irl ? *envy*

    I don’t usually follow any shop staff actually, but I found her through her youtube make up tutorial and when I found out that she’s a SLY staff, I suddenly fall in love haha…

    here’s her channel link *hope is OK to post link here*

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