I don’t know about you, but I go absolutely ballistic for hyper-cutesy, one-of-a-kind, unbelievably sticky-sweet clothing pieces. So, when I JPlusMinus (stylized as “J±”) hit my radar around the beginning of 2017, I knew right away that I had found a new favorite to keep my eye on. J± is a clothing and accessory brand that was started by a team of Taiwanese designers with a passion for Japanese fashion subculture. Their goal is to “fulfill sweet and romantic dreams of girls and project a different dream and fantasy every day”. How much more pure can it get?
— J±池袋ALTA実店舗 (@Jplusminus) 25 May 2017
In the brand’s early days, J± would sell their clothes on their online shop and eventually began traveling to different conventions selling their merchandise at their booth. Since then, however, the brand has seen a satisfying amount of growth, and as of August 2017 have opened a physical store in Ikebukuro’s Sunshine City ALTA building. They have also begun selling their merchandise on the websites Village Vanguard and TheBase, which allows for international shipping. Inside their small shop in the center of ALTA’s 1st floor, you can find classic J± pieces such as their Angel and Devil dresses, Marine Cruise Sailor Uniform, and my favorite, an assortment of three different types of Pumpkin Shorts.
— J±池袋ALTA実店舗 (@Jplusminus) 4 October 2017
One of my favorite things about the brand is how their clothing designs appear to start as an anime-esque clothing design sketch, which they sometimes post on their Twitter as a teaser for a new release. They then turn the concept sketch into a delicate and sweet piece that you can pretty much don anywhere. J± is constantly releasing new pieces, and lucky for you, the staff is more than happy to let you use their try-on booth in the store. All of the J± clothing that I have tried on have been a very nice fit despite being the dreaded Japanese “one size”, and the material is of good quality and comfortable texture. Their outfits truly make for the perfect casual magical cartoon girl feeling.
If you happen to be in Tokyo, check out J± at 3-1-3 Higashi Ikebukuro, Toshima-ku, Tokyo, 1st floor of Alta in Sunshine City.