Substyles Stories

Gyaru{ギャル} originated in Shibuya (a district in Tokyo) in the '90s as a rebellion against the stereotypical beauty standard of having pale skin and dark hair. The term "gyaru" is derived from the Japanese pronunciation of the word "gal" and was introduced by the American jeans company Lee for their Wrangler brand. Gyaru{ギャル} is more of an lifestyle and culture than an actual fashion as it's going against beauty standards.