Sirloin is a Shanghai-based label founded by the Japanese - Swedish design duo - Mao Usami and Alve Lagercrantz. 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 in 2013. Working respectively at Louis Vuitton and Dries van Noten they founded SIRLOIN, their own troll farm, in 2016 in Shanghai.