About
Laziness and
stupid elegance
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 inside out.
Mao Usami from Japan and Alve Lagercrantz from Sweden are the creative drive behind SIRLOIN. Both graduates of Central Saint Martins womenswear in 2013. For their degree collection Mao was awarded the LVMH Grand Prix Scholarship and the L’Oreal Professional Young Design Talent Award, and Alve the Sally Woodward award. Their careers then started at Louis Vuitton and Dries Van Noten until their very own brand assembly — Sirloin.
