moussy

On October 13, 2011, the popular Japanese brand 'moussy' was opened for a limited time in the first North American pop-up store in the Meatpacking District of Manhattan, which is an emerging fashion district.

'moussy' is a fashion brand developed by Baroque Japan, Ltd., a major Japanese apparel company. In 2000, the first store was opened in Shibuya 109 and it is overwhelmingly popular with girls in their teens and 20s. Since 2000, when the company's predecessor, Fakedelic, was established, various brands have been launched in Japan and the first overseas store for the 'moussy' brand was opened in Hong Kong in 2006. After consolidation in 2007, the company name was changed to Baroque Japan, Ltd. Currently, there are 223 shops in Japan and 26 shops in Hong Kong, Shanghai, and Taiwan, the company having grown rapidly in just 10 years.

At the opening reception, there was interest from young people in their teens through those in their mid-30s and there were many performances geared toward young people, such as a performance by the New York-based band Matt & Kim that enlivened the visitors. The 'moussy' concept is 'a brand for strong, confident, sexy women.' New York women will be the next ones to be captivated by this brand that was born in Shibuya.