9090girl and Netflix’s “Love Joto” Spark an Unexpected Fashion Fusion
Yutori’s Street Brand Weaves “Yankee Spirit” into Exclusive, Glittering Apparel
Tokyo, Japan – Streetwear brand 9090girl, a vibrant offshoot of the multi-brand company yutori Inc., has announced its first-ever collaboration with the Netflix reality series “Love Joto.” This unique partnership brings forth a collection of original goods that blend 9090girl’s signature “00s Heisei Gyaru revival” aesthetic with the raw, passionate world of the Netflix show. It is important to note that these collaboration items are produced as original goods and are not intended for general public sale.
The Netflix original reality series “Love Joto,” produced by former “Yankee” turned celebrity MEGUMI, plunges 11 individuals with a strong “Yankee spirit” into a 14-day cohabitation at a school setting. In Japan, the term “Yankee” refers to a distinct youth subculture known for its rebellious attitude, unwavering loyalty to friends and local communities, and a fierce protectiveness of loved ones. The show explores these participants’ earnest pursuit of genuine love, often clashing but always true to their hearts, creating a “pure 100%, danger 120%” world.
9090girl, meanwhile, champions the free-spirited and self-expressive mindset of the 2000s Heisei Gyaru, infusing pop and energetic elements from that era with contemporary trends. This collaboration sees the unique “Yankee” world of “Love Joto” reimagined through 9090girl’s lens, specifically utilizing their popular “90 Logo Glitter” series. The result is a collection that captures both the show’s intense emotional landscape and the brand’s glittering, bold identity.
The Exclusive Collaboration Lineup
The collaboration features two distinct apparel items that embody this unexpected fusion:
×Love Joto 90 Logo Glitter Fur Zip Hoodie
This hoodie features a plush, faux fur-lined hood, exuding a luxurious yet street-ready vibe. The black fabric is adorned with a sparkling pink glitter “90 Logo,” reflecting the vibrant and bold aesthetic of both the Heisei Gyaru revival and the show’s passionate participants.
×Love Joto 90 Logo Glitter Sweat Pants
Complementing the hoodie, these sweatpants carry the same glitter-infused “90 Logo” design. The comfortable yet stylish silhouette, combined with the signature sparkle, makes for a statement piece that echoes the blend of casual comfort and daring style.
It’s a fascinating blend: the raw, passionate energy of “Love Joto” participants, embodying that “Yankee spirit,” is perfectly channeled into 9090girl’s “00s Gyaru” revival. Who knew love and rebellion could look so chic?
About 9090girl and yutori Inc.
9090girl is a street brand under yutori Inc., dedicated to reviving the “00s Heisei Gyaru” style. It aims to inspire free-spirited and authentic self-expression through fashion, merging nostalgic charm with modern trends. For more details, visit their Instagram:
yutori Inc. was founded in April 2018 and has grown rapidly, operating multiple fashion brands including genzai, 9090, centimeter, and My Sugar Babe. The company joined the ZOZO Group in July 2020 and boasts over 2.87 million Instagram followers across its brands (as of November 2025). With 57 physical stores nationwide (as of November 2025) and its own EC site, YZ STORE, yutori aims to become Asia’s largest street company. The company made history by listing on the Tokyo Stock Exchange Growth Market in December 2023, setting records for the shortest and youngest IPO for an apparel company.
Netflix Reality Series “Love Joto”
“Love Joto” is a new kind of dating reality show, produced by MEGUMI, where 11 men and women who have lived as outcasts learn about “true love” during a 14-day cohabitation. It premiered exclusively on Netflix on December 9th (Tuesday).
The Future of Kawaii Culture Abroad
This collaboration between 9090girl and Netflix’s “Love Joto” signifies a compelling evolution in how Japanese subcultures are presented and consumed globally. By blending distinct cultural aesthetics like “Heisei Gyaru” and the “Yankee spirit” with the international reach of Netflix, brands like 9090girl are not just reviving past trends but also redefining the scope of “Kawaii” culture. It suggests a future where “Kawaii” encompasses a broader spectrum of styles—from cute to edgy, rebellious to nostalgic—and continues to find new, authentic expressions on the global stage.
