Sirloin is a Shanghai-based label founded by the Japanese-Swedish design duo - Mao Usami and Alve Lagercrantz in 2016. The brand celebrates the importance of laziness and "Stupid Elegance”, a philosophy based on humorous criticism of everyday life.
The designers Mao and Alve graduated from Central Saint Martins London in 2013, by studying traditional womenswear. After Usami worked respectively at Louis Vuitton and Alve went to Dries van Noten, the two realized there was no multifaceted space for underwear in the fashion industry.
The duo decided to move to China to absorb Chinese youth culture and to have more control over their production process since their manufacturing facility is located in Songjiang, a suburb of Shanghai.
Their graduation collection, Mao won the LVMH Grand Prix Scholarship, the L'Oréal Professional Young Design Talent Award and the Alve the Sally Woodward Award. They also showcased their products at Shanghai & Paris Fashion Week.
Discover their latest collection here.