Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Pageboy

5.01 reviews

Pageboy is a Japanese apparel brand specializing in contemporary women’s fashion. Its aesthetic blends casual street style with structured, modern silhouettes. The brand represents a mode casual ethos, catering to urban youth subcultures that prioritize versatile, trend-driven garments with a focus on feminine yet edgy designs.

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  • asya1118Sep 2026
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History

Established in 1977 by Alicia Co., Ltd., Pageboy became a prominent fixture in Japanese retail centers such as Lumine and Parco. In 2017, the brand was integrated into Adastria Co., Ltd. following an absorption merger. It played a significant role in the democratization of Harajuku-inspired styles for a mainstream audience. The brand remains a key representative of the girly casual movement within the Japanese domestic fashion market.
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