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EDIT.FOR LULU

EDIT.FOR LULU

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Country: Japan
Founded: 2000 2000s
Category: Clothing Bags Accessories Footwear Eyewear
Related brands: Clothing brands founded in the 2000s Clothing brands from Japan

Overview

EDIT. FOR LULU is a Japanese select shop and original brand opened by the Baycrew’s Group in 2000. Takahiro Matsushita has worked on original designs since its founding. Centered on vintage, it mixes curated and original pieces to propose a style that combines the feminine charm found in women at any age with a touch of humor. It also operates lines such as LULU vintage, launched in 2017, and is currently available at BAYCREW’S STORE.

Concept

Feminine charm found in women at any age, with a touch of humor. A boutique for bold, open-minded women.

Related brands

Parent brands and sub-brands, ordered by founding year.

Related brands: 2 brands
Founded: 2017-2020

Year Brand Category Description

2017

LULU vintage

Sub-brand

Clothing

A spin-off collection that foregrounds elements of vintage clothing.

A separate collection launched within EDIT.FOR LULU in 2017, inspired by vintage and antiq

A separate collection launched within EDIT.FOR LULU in 2017, inspired by vintage and antique pieces. It incorporates details from vintage clothing and the warmth of handwork into new designs, reproducing antiques from the period while adjusting the details. For 2022SS, it returned with three styles centered on the mood of the 1910s to 1930s. Unlike petite LULU, it is positioned to foreground vintage-derived designs and material textures.

2020

petite LULU

Sub-brand

Clothing

A small offshoot collection centered on a girlhood sensibility

Debuting from EDIT.FOR LULU in April 2020, it is “a small LULU collection that recalls the

Debuting from EDIT.FOR LULU in April 2020, it is “a small LULU collection that recalls the feelings of girlhood.” It is built around light, compact items such as camisoles, cardigans, and scarves. While LULU vintage takes an approach drawing on vintage clothing and antiques, petite LULU is developed as a small collection rooted in the sensibility of girlhood.

2017 Sub-brand

LULU vintage

Clothing

A spin-off collection that foregrounds elements of vintage clothing.

A separate collection launched within EDIT.FOR LULU in 2017, inspired by vintage and antiq