Emily Temple Cute

Emily Temple Cute

Founded	1999
Country	Japan
No. of locations	1
Founder(s)	Rei Yanagawa
Website	website
Webshop	webshop
Twitter	Emily_cute2014
Instagram	emilytemplecute_official
Current status	Active
Lolibrary Link

Emily Temple Cute, frequently shortened to エミキュ ( Emikyu), is a ladies Otome brand that spun off of Children's brand Shirley Temple.

Concept

Emily Temple Cute describes themselves as:

A cute CLOSET that expresses timeless cuteness based on a bold motif and accents the latest trends.

Sub-Labels

While there have been no Emily Temple Cute sub-labels since Shirley Temple and Emily Temple Cute split, their former parent company Shirley Temple had two other sub labels that used the Emily name. Emily Temple was a juniors (teen) brand from 1983-2001, and Emily Temple LuLu launched in 2008 as a french casual brand. These two sublabels are entered under Emily Temple Cute in Lolibrary for ease of search, but are not part of the current Emily Temple Cute brand.

History

Emily Temple Cute Shop, Kera Magazine 2002

Emily Temple Cute was launched in February of 1999 by Shirley Temple as a ladies brand. The brand was managed by Shirley Temple Co., Ltd. (株式会社シャーリーテンプル) until 2012 at which point they became an independent entity managed by Emily Temple Co., Ltd. (株式会社エミリーテンプル). On Julty 16th, 2013, the brand launched their own online shop. In 2015, the operating company name changed to Maple Design Lab Co., Ltd. (株式会社メープルデザインラボ) and then became J-Jolie Co., Ltd. (株式会社ジェイジョリー) in 2016.

In celebration of their 4th year working with stockist Harajuku Hearts they debuted their first plus size release, the Dear Strawberry JSK in 2023. While their typical back shirred JSKs max out a few cm over 100cm, this plus sized JSK had a bust measurement from 100-140 cm. The plus size was 2,000 yen more than the standard size.

Current sales model as of 2023 involves a reservation period where they take pre-orders with delivery about 4 months later. A different URL is used for the pre-order and the ready stock, but the same item number is used. However, they also use the same item number for re-releases lately, making it harder to identify when an item is a re-release versus ready stock for a pre-order.

Notable Figures

Rei Yanagawa (柳川れい) - Founder and former Designer

Yasuo Kobayashi (小林康男) - Former CEO and Rei Yanagawa's husband.

Ayumi - Designer. Retired from working at ETC in February of 2020 after 16 years. Worked on catalogs, collections, shop interiors, talent costumes, photography, patterns, and many other designs. Currently sells under the label A Bit Selfish.

This section is incomplete, you can help it by adding information about: Designers, models, common collaborations etc

Characters & Design Motifs

This section is incomplete, you can help it by adding information about: Mascots, common/original design elements

Locations/Sales Model

This section is incomplete, you can help it by adding information about: Shops

Shop List

Directly Managed Shops

Shop	Country	Address	Status	Socials
Emily Temple cute Shinjuku Marui Annex	Japan	〒160-0022 東京都新宿区新宿3-1-26 新宿マルイアネックス7F	Open	Emily_cute2015 emilytemplecute_shinjuku

External Distributors

Shop	Country	Address	Status	Socials
Harajuku Hearts	USA		Open
fraisier AOYAMA	Japan	〒150-0001 東京都渋谷区神宮前3-4-5 表参道八房ビル1F	Open	fraisier_s fraisier_selectshop
chouchou ange	Japan	〒730-0031 広島県広島市中区紙屋町2-2-18 広島サンモール 4F	Open	Blog
chouchou ange Nagoya store	Japan	〒460-0000 愛知県名古屋市中区栄3-4-5 SAKAE NOVA 5F	Open	Blog
China Taobao	China		Open	Taobao
fraisier SHIBUYA PARCO shop	Japan	〒150-0042 東京都渋谷区宇田川町15-1 渋谷PARCO 5F	Closed August 31, 2021	fraisier_parco fraisier_shibuya Emily_cute2019 (old) emilytemplecute_shibuya (old)

Tips for Identifying Pieces

As always, we recommend searching Lolibrary first both by item number and by any relevant tags/features. If neither of these bring up the item, the following are some tips for researching the mystery item, though you are always welcome to ask for assistance in the Lolibrary Discord, or the EGL Research Center or What is that dress? Facebook groups as well.

Shirley Temple published catalogs at least back into the late 90s, and was featured in Sesame Magazine. Emily Temple also published print catalogs, as did Emily Temple Cute. Emily Temple was featured in Sesame and Kera, Emily Temple Cute was featured in Sesame. Both ST and ETC are also featured in spoon.

Item Numbers

Item numbers for the Shirley Temple family of brands are printed on the wash tag starting in or around 1999. Pieces prior to 1999 typically don't have an item number printed on the tags.

Emily Temple

Emily temple was winding down production when they started using item numbers. Emily Temple item numbers start with a 2, followed by a 2nd digit which indicates the year.

First 2 Digits	Years(s)
29	1999
20	2000
21	2001

Emily Temple Cute

For ETC, the first 2 digits indicate that the line is ETC and the year. The first number for the line changed a few times over the years, and they also lapped back around at one point, so the same number might be re-used a decade later or earlier.

First 2 Digits	Years(s)	Unconfirmed Year(s)
10	2020
11	2021
12	2022
13	2023
14	2014, 2024
16	2016
17	2017
18
19	2019
50	2000	2010
51	2001, 2011
52	2002, 2012
53	2003, 2013
54	2004, 2014
55		2005
56	2006
57		2007
58		2008
59	2009
64	2014
85	2015
84	2014

The next two digits indicate the item type

Item Type Code	Item Types
41	NOP / OP
21	Skirt
22	skirt
61	Cutsew
96	cutsew
11	Blouse
62	Cardigan
51	NOP/OP, typically older items, seen more pre-2004, also seen in 2006-2007
97	blouson

The last 3 digits of the item number are sequential. They start very low, at least as low as 004, and increment by 1.

Gallery

• 

  Kera Magazine, 2002

• 

  2012 Catalog

External links

• Item Numbering System – ongoing work on decoding ET/ST item numbers
• Emily Temple Cute Facebook
• Shop List