Tagline
LOVEBOAT, your style, your way.
LOVE BOAT was founded in Shibuya, Tokyo, in 1994 and grew through its opening of a store at SHIBUYA109. It is a Japanese fashion brand for young women. The brand offered styles such as belly-baring looks and miniskirts, and became one of the brands representative of Shibuya gyaru culture from the 1990s through the 2000s. Its official concept is “Individuality is something you create for yourself.” After the brand was discontinued in 2014, it was relaunched following a trademark rights transfer in 2020. It currently offers apparel and fashion accessories, with a stated policy of updating elements from that era for contemporary audiences.
Concept
Individuality is something you create for yourself