Comfilax is DIA Spec’s grown up sister. The Kurogyaru chief brand has branched out into Oneegyaru and that alone should spark a post here, but how they’ve done it is one of the bigger reasons I’m writing up about it. More down below along with a meme started by the brand, but first introductions!

Comfilax is a word combination of “Comfortable” and “Relax”.

Their brand introduction is peppered with the worst new Engrish-Japanese katakana like Citylike シティライク and Onelike ワンライク. Which had me going like that Project Runway “blood orange” moment. But mainly they aim to combine sweet, sexy and a downtown feel by using color variations and textiles. And an emphasis on real clothes リアルクローズ.

Real clothes has been such a odd fashion phrase lately, meaning not runway and priced well. In layman’s terms: an actual working slave could afford it. There’s even an extremely ambiguous Japan wiki entry about it.

 

Comfilax details:

katakana: コンフィラックス
website: http://comfilax.com/
webstore: mobacolle
number of stores: one personal store in Shibuya 109, featured in all seven DIA spec stores
started: February 2014
blog: http://ameblo.jp/comfilax/
shibuya 109 blog: crooz

 

Comfilax made meme

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The top that made a meme styled in Onee casual by Comfilax shop staff.

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The cute cleavage details and bonus it’s reversible!

….and before I go any further I’ve got to shout out cuties Emi and Lea for first posting about Comfilax when they discussed this top.

Yes that top actually became a meme. Gathered by rocketnews here for English and on matome.

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A compilation of some of my favorites :loveword:

And possibly because of that, or in spite of that, it’s sold out several times and keeps being restocked. Maybe they’ll make a summer one?

The details and cleavage say DIA spec, but the simplicity is Comfilax!

Comfilax Styling on the Web

So I’m sorry to quickly turn you off the brand because their website features two things that never work out when discussing “real clothes” a) a white model that looks nothing like real styling b) horrible catalog shots possibly worst I’ve seen.

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Model that doesn’t fit the brand? Check

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Yup. Check the shop staff above. Now look back. What in the hell…

Engineer boots? With an Onee set-up?

Awkward posing? Check  Possible wig? Yes  Making a short girl look shorter with unflattering shoe/sock cut off? Yes

Basic hand on hip posing and weird pee pose? Yes

I promise this is not the brand or I would have not talked about it.

Comfilax Stying with DIA stores

DIA spec’s company is doing something smart with Comfilax. It does have its own stand alone shop in Shibuya 109, but the expansion has been into DIA original stores. I mentioned in my previous post that Oneegyaru is a very strong market with great sales currently. And I think this is a very smart business move by DIA. Instead of DIA changing up their whole style, they’ve instead incorporated another style into the stores.

Kurogyaru brand DIA still has a strong core audience. Fashionsnap in their report of Shibuya 109’s fukubukuro event this year specifically mentions DIA as a reason people were choosing Shibuya 109 to queue up for. They interviewed a girl who came from Yamanashi prefecture, which is the Mt. Fuji area about 2 hours away by Shinkansen, for a DIA bag. But I think they realize they could grab some of their audience that may be moving into Oneegyaru.

Here’s the staff of DIA Machida modeling Comfilax coats.

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The first staff looks fully Onee while the bottom one as a DIAxOnee mix to it.

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More DIA shop staff in Onee outfits by their sister brand.

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And Comfilax styling done by its own Shibuya 109 shop staff. A little more toned down, but still very Onee.

 Even though you do not see a rhinestoned belt or gold painted pants, they’re still in stores. DIA has just diversified while keeping true to its origins.

dia-egg-model-yun-mobacolleFormer Egg model YUN modeling the DIA spec collection for mobacolle

As a note both DIA Spec and Comfilax are on sale now on mobacolle! Good discounts for a brand that JUST got on the webshopping trend. Previous post: How to buy on mobacolle using tenso.

As a note: I really want to thank everyone who commented or RTed or corrected my last article on the Fall of Gyaru masking the problems with Japan fashion. I didn’t think I’d wake up the next day to read so many responses and I really thank y’all. I’ve been editing and fixing and editing more and will continue to do so. What started out as a rant and my ire with people quick to dismiss a very broad style movement that has been around for years with misinformation and bias, turned into something good I guess.  :cheery:

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Ingni is a giant Japanese women’s clothing brand I haven’t talked about much except for a previous shop staff snap. Ingni is such a wildly popular clothing brand it has stores in even the smallest of Japanese towns. In big cities you can see an Ingni from another one almost. They have a giant store on the first floor of Shibuya 109 and one barely a block away on Shibuya Center-gai. I’m sure when I head back to Japan they’ll have put another 15 Ingnis in.

So after ignoring the brand here’s a little history and talk about them plus a cute shop staff snap I took from Ikebukuro Sunshine City.

Ingni info:

katakana: イング

pronounced: “in-gu”… I have no idea how gni became gu but there it is

naming reason: The name is derived from the english ending “-ing” to mean always in flux.

stores: 100+ all in Japan, over 40 in Tokyo area. Chances are if you’re in a mall, you’ll find an Ingni.

history: Ingni first started in 1982 as a wholesale company selling Kobe fashion, which was a big boom in the 80s-90s. In 1998 they started their own self-named brand Ingni which was more of a CanCam brand at the time. Now Ingni sells to all types and is featured in Popteen, Vivi, Cutie and more.

parent company: It is now owned by Mitsumaru which is the clothing arm of Tokyu, who owns Shibuya 109 along with brands Heaven and Earth.

sister brands: Ingni First, Allamanda

style: the style is trend sweet casual. It’s considered a sweet discount brand for younger women.

discount brand or trend maker?: Ingni has stayed very popular for their price point as much as their style. Usually Ingni is 1,000 yen cheaper than similar brands yet they do often have original designs and produce collections like the trend brands.

official social media

website: http://www.ingni.com/ingni/
blog: http://ameblo.jp/ingni-tokyo/
twitter: https://twitter.com/INGNI_OFFICIAL

Ingni in Ikebukuro Sunshine City

Ikebukuro Sunshine City is a meandering above and underground mall that is near the famed yaoi manga haven, Otome Road. Ingni has a large shop closer to the Tokyu Hands underground entrance from Sunshine Road and was staffed by a lovely shop staff with classic Ingni style.

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Classic cute date style. She’s actually wearing the same jacket of the Okayama shop staff I took previously even though it was 6 months in between snaps.

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She’s holding up the tunic I bought. It’s really comfortable and hasn’t lost or rusted any of the gold studs on it. Very nice quality. Aren’t her denim wedges so cute? I don’t think I’d consider them for myself but she wears them so cutely that I wonder now.
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Soft casual make-up. Circle lens are popular for everyone now that you can get them without a prescription.

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I really liked her soft casual ponytail and daisy earrings. She’s wearing a lot of accessories but they work really well to dress up a simple outfit.

I also like how she’s doing the simple touches to make an outfit more eyecatching. The casual way the jacket sleeves are rolled up, the daisies on her shoes, the socks that match her onepiece. All these style points that help make a look.

Once their Fall collection comes out I’ll talk more about the mega popular brand that’s always goING!

Need more Ingni? Check out the other shop staff I posted

Need more Japanese Shop Staff Snaps? Over 100 all across Japan Shop Staff Snaps to view here

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