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Hello Aymmy! Founded by Seto Ayumi in Spring 2014, Aymmy is street style that fuses kawaii pop culture with an LA edge. The Tokyo based brand draws inspiration from rock, punk along with Los Angeles skater lifestyle – imagine American youth subculture meets the unique Tokyo aesthetics. Ayumi’s Spring ’16 collection titled “Lovely Ugly Club” plays tribute to the cult classic film “Welcome To The Dollhouse”, where fashion geek meets trendy vibes to create the perfect Aymmy character that is full of quirk and character.

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