Japanese Indie Brand Directory

Not every indie brand has enough Lolibrary entries/info to warrant its own page and that's okay! This page will serve as a general indie brand directory for information on smaller Japanese indie brands, sorted by name. To keep this as an up-to-date directory, only active brands should be included in the main sections here; an appendix at the bottom will serve as the location for closed/defunct indie brands for archival purposes. Please refer to the Adding an Indie Brand guidelines section below before editing this page; thank you!

Adding an Indie Brand

Notability/Eligibility

Indie brands listed here should be primarily lolita focused, and should have at least 1 full Lolibrary entry published on the site.

Formatting

To keep everything standard and organized please copy-paste the formatting listed below when adding a new entry to this list and replace only the bolded text . Please be sure to add it in the proper place on the page alphabetically for ease of searching; thank you!

==== Translated Brand Name (Untranslated/Alternate Brand Names) ==== {| class="wikitable" !Webshop !Year Launched !Socials/Links !Lolibrary Results |- |{{Webshop|Shop URL Here}} |Year Here |{{Twitter|Twitter Username Here}} Alternately replace with/add {{IG|username}} and/or {{Blog|username}} |[Lolibrary Results URL Here] |}

Indie Brands: A-L

And Romeo

Specializes in petticoats and solid-colour garments.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	2007	andromeo_official ANDROMEO1	And Romeo

AngelBox

Indie brand designed and produced by Tsuyaka which primarily worked in white, pink and red. They were active at least into 2007.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	~2004		AngelBox

Chocochip Cookie

Lolita and doll clothing brand that often uses commercial print fabrics. Has been featured in GLB and often sold in KERA shop and Doll Kuni physical locations. Describes their brand as follows: "At CHOCOCHIP COOKIE, we try to make clothes that are exciting to wear, and handcraft works (clothes and accessories) with a small number of people." Often release one-of-a-kind or varying pieces rather than set releases. Designer is referred to as CHOCO.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		blog CHOCOCHIP_3C	Chocochip Cookie

Classical Lolita

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop			Classical Lolita

Etoile et Griotte

Indie brand that develops apparel and miscellaneous goods with the concept of "Lovable, Sugary and a little bit of Hate." ♡

Chihiro Fujishita | Illustrator / Graphic Designer Inspired by American girls culture, he specializes in designs that combine lovely and romantic illustrations and logos, and mainly engages in character collaboration and art direction with the activities of the original brand Etoile et Griotte.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		etoile_griotte etoile_griotte Youtube	Etoile et Griotte

Fairy Wish

Designer Alice Kobayashi (小林愛梨穂) initially worked as a designer for Moi-Même-Moitie before moving to begin her own brand and select shop.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		fairywish_info fairywish_info Facebook Youtube	Fairy Wish

First of May

First of May was launched by designer Shion in 2000. The brand concept is:

I love "cute". No one dislikes "cute". The moment when you think "cute things" are "lovely", it's the same for a mean person as it is for a kind person because it ’s the same “gentle feeling”. That's why I want to make "cute things". I want to be surrounded by things that I can honestly think are "cute". The name "First of May" was picked to invoke the season when such feelings sprout. It's a "cute" you can empathize with. It makes me happy.

The brand primarily sells in person at events.

Webshop	Country	Year Launched	Socials/Links	Lolibrary Results
webshop Former Webshop, Gallery	Japan	2000	FomFirst	First of May

FunnyFairy Lolita

With the concept of "neo-classic", funnyfairy proposes a playful lolita fashion that tickles the girl's heart and is a little adult cute for women who dream of "becoming like a princess". We will make and deliver the carefully selected products one by one at the funnyfairy workshop.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		Sfunnyfairy Facebook	FunnyFairy

Girls' Aristocracy

Webshop	Year Launched	Socials/Links	Lolibrary Results
			Girls' Aristocracy

Gothic Holic

Accessory brand and select shop that describes itself as a "Gothic Lolita mail order store with an owl manager". Has an owl mascot named Nero.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		blog	Gothic Holic

Kikirara

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		kikirarashoten kikirarashoten Facebook	Kikirara

La Luice

I think that lace is the best fit for any woman who can return to her dream when she was a girl who once dreamed of becoming a princess . We take pride in the fact that the gentleness of the colors and the soft and soft expression cannot be expressed with other materials. We made things that you can enjoy the lace that has been loved since the Middle Ages, and even if it is a small accessory, if you can say that you will be healed by the gorgeousness and kindness of the lace ... We design with this in mind.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	1983	laluice1 Facebook	La Luice

Lieblich & Elegant

With the theme of "a nostalgic and ephemeral beautiful girl world" Using original print fabric We propose an antique girl style.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		ElegantLieblich lieblich__elegant Facebook	Lieblich & Elegant

Indie Brands: M-Z

Magical Holic

Webshop	Year Launched	Socials/Links	Lolibrary Results
		magical_holic_J	Magical Holic

Marble

♪ Gothic & Lolita fashion brand in Amerikamura, Shinsaibashi, Osaka ♪

An original fashion brand that mixes elegant and cute. Original decorative fashion with original and rich design, with a sense of luxury that mixes cuteness with

classical Gothic style and elegant graceful style . We are proposing gorgeous fashion with impact.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	1996	00MARBLE00	Marble

Mariwest

(Official spelling varies, more recently standardized to Marywest) "We use crystals such as Swarovski to create princess-like accessories that match dress styles."

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	2006	maryandmarywest blog marywest_ Facebook	Mariwest

Marchenmerry

"Fashion that looks like it's popping out of a toy box, Focusing on clothes and accessories that can be characters in various stories"

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	1998	marchenmerry marchenmerry blog	Marchenmerry

Melody BasKet

Melody Basket is a Japanese brand that launched in 2018 which specializes in making matching adult and children's pieces. They sell via their own webshop, and also at select shop fraisier, and Harajuku Hearts.

Their brand story is:

This is a story of long long ago. Once upon a time, there lived two unicorns, BAS and KET. They lived quietly in a forest, having only each other to trust, but there was this one girl, that they could open up their heart. Her name is Melody. This is a story of long long ago. Once, there was a flood. It was the God’s plan to wash out everything in the world. There was one lifeboat, but Bas and Ket refused to get in. Instead, they decided to go to a magical world, existing far beyond the ocean. At there, they can find the medicine to cure Melody. Melody was put under an unbroken spell by an evil witch. Crystal World, where everything is run by the movement of stars, —— A world that exists between the past and the present. There’s another world called the Obsidian, where everything is run by steam —— A world that exists between the past and the present. Bas and Ket would bring back the medicine from either world. This is a story of Melody&Bas+Ket. A story of long long ago. Traveling back and forth the world and time that exists, ——MelodyBasKet—— A tale begins, with the two unicorns and one girl.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	2018	MelodyBasKet melodybasket0000 Youtube	Melody Basket

Patchy

Often stocked by Putumayo

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop			Patchy

Pina Sweet Collection

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		pinasweet blog	Pina Sweet Collection

Queen Bee

May your favorite shoes lift your mood and make your days more enjoyable ♡ With that in mind, we are particular about not only the cuteness of the design, but also the comfort and stability of the heel. It also supports a wide range of sizes from S to LL. Owned by BASE Co., Ltd.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		queenbee_shoes queenbee_tokyo	Queen Bee

Rosina Blue

Rosina Blue is a handmade Japanese brand focused on plus-size pieces. The brand first soft launched on the brand's blog in the summer of 2010, with a slated October 2010 opening for the brand.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop	2010	blog LolitaPlussize	Rosina Blue

Royal Princess Alice

"Noble like European Princess

Mysterious, cute and dark like the world of Alice ...

It is a Gothic & Lolita brand with such a world view as a concept.

In addition, a lolita style "Wa Rori" that incorporates a Japanese taste has also been added."

Regularly stocked in several KERA shop locations.

In a private 2022 Q&A, they stated that while the quantity per release varies a lot, it's typically only about 30 dresses per series.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		royalprincessalice R_P_Alice RoyalPrincessAlice	Royal Princess Alice

Schwarz Schmetterling

Gothic antique accessories and clothes using antique and vintage materials, as well as oil and watercolour paintings.

Please note webshop link is a Wayback Machine archive link, while brand appears to be active, the official store link currently takes you to an unrelated spam website.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		SCHWARZ_SSS schwarz.schmetterling blog Tumblr	Schwarz Schmetterling

Spica

Bags and headwear often stocked by/collaborated with Putumayo. Now produce many Blythe doll products as well, though the original bags/headwear are still available for purchase as well.

Webshop	Year Launched	Socials/Links	Lolibrary Results
webshop		spica_gosurori spicaxspica blog	Spica

uF

Often stocked by Putumayo

Webshop	Year Launched	Socials/Links	Lolibrary Results
			uF

Appendix: Closed/Non-Active Indie Brands (Historical)

Bluebell

Webshop	Country	Year Launched	Year Closed	Socials/Links	Lolibrary Results
webshop	Japan	2001		blog	Bluebell

Chocomint

Chocomint was an offshoot of Goodday, Co, LTD. (株式会社グッデー) focused on selling new accessories. In 2007, their items were sold on a dedicated webshop, on a dedicated rakuten shop and in Goodday's secondhand shop, Closet Child. Chocomint described themselves as "Cute and pop sweets miscellaneous goods & accessories shop chocomint!! We carry cute items, mainly sweets and lolita items ♪♪♪"

On May 1st, 2013 they tweeted:

【閉店のお知らせ】誠に勝手ながらchocomintは5月2日(木)を持ちまして閉店とさせていただきます。商品の一部はcloset child(@closetchild_web)でも販売しておりますので、是非ご覧くださいませ。長年のご愛顧誠にありがとうございました☆(*ゝω・)ﾉ [Notice of store closure] We regret to inform you that chocomint will be closed on May 2nd (Thursday). Some of the products are also sold at closet child ( @closetchild_web ), so please take a look. Thank you very much for your patronage over the years ☆ (*ゝω・)ﾉ

This was followed by a blog post about the Rakuten shop closing on the rakuten shop's blog. Closet Child still carries their items, however as of 2023, the number of items is very small and many if not all of the items in stock were all released prior to May 2013. Closet Child has also removed their 'New Accessories' tab on their site.

Webshop	Country	Year Launched	Year Closed	Socials/Links	Lolibrary Results
Closet Child (Current) webshop (late 2007-2013) webshop (2007-2008)	Japan			chocomint0915	Chocomint

Coquette Doll

Classic lolita brand, was sold in lolita select shop "POTOSU" in Nagoya in the early 2000s.

Webshop	Country	Year Launched	Year Closed	Socials/Links	Lolibrary Results
webshop	Japan	2001			Coquette Doll

Mother Moon Light

Mother Moon Light was a Japanese indie brand launched in or before the year 2000. They made a variety of items including socks, skirts, blouses and headdresses and offered custom sizing. In 2004 they announced that they were closing and liquidated their remaining materials, the website went offline in 2006.

Webshop	Country	Year Launched	Year Closed	Socials/Links	Lolibrary Results
webshop	Japan	2000	2004		Mother Moon Light

Strawberry Chocolate

Also made stage costumes for musicians and other performers. Designer Kiyoki started the brand after graduating from clothing vocational school, while working as a salesperson. Featured in GLB in 2005. Was active until at least 2016, possibly later.

Webshop	Country	Year Launched	Socials/Links	Lolibrary Results
webshop	Japan	1998	blog 15chocola	Strawberry Chcoolate