Sirloin

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. By integrating fleeting moments of daily life into their visual language, the designers intended to re-design the wardrobe from the inside out. Mao Usami and Alve Lagercrantz, graduated from Central Saint Martins womenswear in 2013 and that's where they met each other. For their degree collection, Mao was awarded the LVMH Grand Prix Scholarship, the L’Oreal Professional Young Design Talent Award, and Alve with the Sally Woodward award. Their careers then started at Louis Vuitton and Dries Van Noten until their very own brand assembly – Sirloin