Attainable only in Japan, Girls Don’t Cry will be a difficult cop for Japanese street fashion fans abroad. Already collaborating with brands like Undercover, Union Los Angeles, and Nike this year, this label is proving itself to be an emerging label to keep your eyes on.

 

Despite its elusiveness, the label is making its mark on the Japanese fashion scene, becoming a highly coveted brand with no physical or online shop. With such limited products, this makes for a steep resale value, with pieces on Grailed selling for an upwards of $150 for shirts and $400 for its sweaters.

 

Hailing from Osaka, the mastermind behind the brand is graffiti artist, Verdy. In an interview with Vogue Japan, Verdy states his wife as a major influence for his work, with “Girl’s Don’t Cry” being a reference to The Cure’s, Boys Don’t Cry, a favorite of his wife.

 

Since its introduction to the public in 2017, Girls Don’t Cry is amassing popularity not only amongst Japanese youth, but is also making rotations around the world, with American celebrities like Halsey and Kourtney Kardashian spotted donning the brand. Publications such as Hypebeast have featured the brand in their latest magazine issue, feeding a fascination with the mysterious brand and creator, whose following has doubled within the past year.

 

While there is no news yet about when their next pop-up will be, surely long queues can be expected. The future holds bright for the brand and how it will continue to expand its name globally may be something worth sticking around for.