SLY
Baroque Japan Limited · Japan
SLY is a Japanese womenswear brand launched in 2003 by Baroque Japan Limited at Laforet Harajuku in Tokyo. It offers an urban style that mixes casual, girly and mode elements.
| Launched | June 2003 |
|---|---|
| Parent company | Baroque Japan Limited |
| First store | Laforet Harajuku, Tokyo |
| First China store | Beijing, 2011 |
| Website | sly.jp |
What is SLY?
SLY is a women's fashion brand owned by Baroque Japan Limited, the Tokyo apparel company that also runs MOUSSY and ENFÖLD. The brand describes its look as an urban style built on casual, girly and mode influences, with close attention to detail and a distinctly feminine character.
History
SLY launched in June 2003 from a store in Laforet Harajuku, one of Tokyo's best known youth fashion buildings. Its parent company traces its roots to March 2000, when it began as a women's apparel business in Shibuya, and took the name Baroque Japan Limited in 2008. SLY expanded abroad in June 2011, opening its first stores in China in Beijing and Shanghai.
Products and positioning
The brand designs seasonal womenswear collections that mix pieces to capture the mood of the moment, including denim, tops, outerwear and dresses. In recent seasons it has worked on collaborations with sportswear names such as Mizuno and Fila.
Distribution
SLY sells through its own shops in Japan and China and through Baroque's online store.
Why it matters
Alongside MOUSSY, SLY is one of the labels that defined the Shibuya and Harajuku inspired womenswear market of the 2000s and helped Baroque build its business in mainland China.
Frequently asked questions
Who owns SLY?
SLY is owned by Baroque Japan Limited, the Tokyo company that also operates MOUSSY.
When was SLY launched?
SLY launched in June 2003 with a store at Laforet Harajuku in Tokyo.