This post is a continuation of an older post on OG mori brands. Please check out that post as well for more information on mori brand history!
Hello everyone! Long time no post. I had one of the busiest, and most fun, periods of my life since moving to Japan recently. But things are settling down again and I wanted to make a new post for you all.
Today, I want to talk about some more bygone mori brands. These brands, while not as influential as those like Wonder Rocket and Cawaii, still had a major impact on mori's image and styling both in Japan and abroad. In fact, many of their brand images still circulate to this day in mori circles! So, let's take a look at a few.
Sechuna
Sechuna was a Korean brand that sold J-fashion inspired pieces, often with a natural flare, to a Korean audience. Around 2010, their clothing began to cater towards more fashion more directly, and they grew popular amongst some mori groups.
Generally, Sechuna's outfits catered to a more toned down feeling, using less layers and leaning heavily into natural and neutral colors. They also featured shorter hemlines, which set them apart from many other mori brands that favored longer, more modest, silhouettes.
An archived version of their
website can still be browsed on the wayback machine, but their shop page was shutdown sometime around 2020.
Goroke
Goroke is another Korean brand selling J-fashion clothing. This brand is actually still active today! They currently sell natural inspired clothing, some of which could still be used in mori. I recommend checking them out, although I have never personally purchased from them.
Goroke's mori focused outfits still circle around the internet today. Most notably, their photoshoot with a short haired model, who often wears a knit hat, are often still shared. Their style was neutral, lightly layered, and had cozy fall vibes.
Their modern clothing is much more toned down, with less of a focus on layering. however, the mori inspirations are still very much evident!
Crisp
Crisp is a super famous mori brand, but very hard to find images of. It was mentioned in almost every mori magazine, talked about as the favorite store of many mori girls (including many in Choco's book), and widely known as the place to shop for mori fashion.
However, it seems that, unlike other brands at the time that leaned into the mori trend, Crisp never held any mori-catered photo shoots. Instead, pieces from their shops were used in outfits by mori girls and popularity likely spread by word of mouth.
Today,
Crisp is still active, and still sells natural inspired pieces. It's easy to imagine how their brand could have suited mori fashion well.
Hope you enjoyed this post, and are enjoying your summer! Stay cool!
