-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.
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.
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.
The popular knee-length skirt trend this season done in a bold print.
Crazy printed phone case that sold out immediately.
Every season Sly does fun retro printed shirts. This one is called “Eat the Donut”
Sleeveless A-line swing dress a very popular style for spring.
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