Fashion brands — founded: 1997 · related keyword: Wardrobe basics

FRUIT CAKE was an original women’s fashion brand launched in 1997 by the Japanese select shop Cher. Designs were created by Tae Hosoi, Chie Hosoi, Kyoko Takahashi, and others. At price points more accessible than imported items, the brand offered sweet casual styles with a slight twist, centered on basic daily wear. The brand name means “eccentric person” in English slang. The brand went on hiatus following Cher’s 2015 rebranding and has since been discontinued.

A distinctive selection that mixes basic, standard pieces with in-season brands, bringing together JOURNAL STANDARD’s original products and items selected from Japan and abroad. It continually presents global products and information without being limited by category.