Another Sly girl to add to the list! I feel like I’m snapping some of the most cooly casual girls. Like I said in my Sly Japan fall post the shop staff are always simple stylish.


-brace yourself Mitsu rants-


Walking through Shibuya 109 recently I was a bit disgusted (disheartened maybe a better word) to be honest. For a lot of reasons but the one centric to this post is the brand originality dying.

It feels like three factions of clothing have developed in Shibuya 109. The three being:  OneegyaruLarme-kei and Normcore basics.

I’m happy for Oneegyaru even if some of the trends get repetitive in so many stores that carry it now (Datura, Lip Service, Rienda, Delyle Noir, MARS, Golds Infinity, Sneep Dip and that’s not counting the discount brands). I mean which floral onepiece do you choose? But I mostly bought from Oneegyaru brands so I’m hate free.

I also really like the wide style range of Larme-kei and glad the youth are getting something to have fun with. And there’s a lot of brand originality with Swankiss, Honey Cinammon, Liz Lisa and Kokokim all serving really different looks.


But Normcore Basics…

All the side eye.

I don’t care who you have modeling it, or how pretty your shop staff are. It’s a plain cotton shirt and a basic khaki trench. It’s boring. There’s barely a print in sight. And in the hyper-competitive world of Japanese youth fashion how are you distancing yourself? You’re Zara at a higher price point.

I seriously wonder what has made so many brands look at Zara and Forever 21 and H&M encroaching into Japan and thought the way to to beat them is to look exactly like them. #idgi


Egoist | Spiral Girl | Envy M – basics

I’m so shocked how many brands are swayed by it. Spiral Girl and Egoist being the worst offenders. And sure… I like basics but how do you decide to buy your basics from one store and not the other? I feel like I’m getting philosoraptor up in here. These shops are bound to close or just slowly fade away…away…away…  

3rd by Vanquish recently closed and it was a basics offender.


So that was my rant. And there’s a point coming to it.

My point is Sly and Moussy have been serving up simple cool style with a focus on basics for a while, but they do it differently and have done it since before the Zara/F21/H&M boom into Japan. They do it by original prints, great shoes, and big jewelry (you can see both in the background of these photos).

So while the Sly girl may jump into F21 for her basics, she may top it off by cool Sly shoes or a printed top. Sly and Moussy have been doing what they’ve been doing for years and it’s successful!


-and finally Mitsu has stopped ranting-


And their printed tops was the reason I stepped into the Sly at Sendai Forus. I found a fun top I really wanted but wanted it in the most popular color of black. It had sold out at every Sly store I checked from Shibuya109 to Osaka Shinsaibashi OPA. Thankfully it was available at Sendai Forus and I was also able to snap this gorgeous shop staff.



Sly and Moussy have been known for their denim for years. This girl pulls off white denim with style.

And so much styling skill. The pushed up sleeves, the way her jacket hits just at the right level. Black shoes to not distract from the all-white look.


And behind her stylish frame is lots of prints and fun mix and match styles.


Excellent fitted denim always look good season to season.


I loved her make-up. Great thick cat-eye, pink lipstick, subtle lashes, 3-tone circle lens, flat brows. Everything that’s popular right now.


Lens, lashes a blonde and some great styling. She’s a gal, just a more simple cool-Onee one. As usual I try to tag all my short haired shop staff I’ve taken photos of. Either short hair or short hair gyaru. Feel free to check the tags to hunt down some short hair inspiration.  :hearts3:

Sly for Spring part 2

I previously talked about their Western Boho style for Spring, but these new offerings on their webstore are more typical Sly.

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The popular knee-length skirt trend this season done in a bold print.

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Crazy printed phone case that sold out immediately.

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Every season Sly does fun retro printed shirts. This one is called “Eat the Donut”  :heartcat:


Sleeveless A-line swing dress a very popular style for spring.

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Sly doing really good beyond-the-basics denim.

Need more shop staff posts? I’ve got you covered 

Need more Sly? Always room for more Onee-cool

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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

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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.

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

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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.

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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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SLY style is always so centered no matter the trends season to season (previous post on SLY Japan brand). You can spot a SLY girl on the street, especially with the cool prints and pops of color she’s wearing. SLY Japan is one of the biggest stores in 109, was the biggest store in Naha OPA (previous post). It’s clientele range from cool gyaru lovers to chic girls who just want cool accessories.

These two girls from Okinawa really portray SLY style, the glamorous mixed with casual and not afraid to mix color. I love their statement necklaces and simple hair.

sly japan adult cool gyaru in okinawa naha View Post