| QUOTE |
| How gauche While the name "Garcia Marquez" would prompt most foreign folk to think of novelist Gabriel Garcia Marquez, to thousands of Japanese women it is the name of their favorite fashion brand. Starting out from a tiny basement store in a back street off Omotesando, the brand hit on a winning formula with its St. Germain tote bag, a distinctive plastic-coated cotton shopping bag with scalloping trim and cutesy prints, often of the brand's signature Boston terrier Hippie. Released in limited numbers, and at very affordable prices, the bags have won such a cult following that dozens of fans can often be found lining up outside the store hours before opening. Having branched out from clothing and accessories for women to lines for men and kids, the brand -- officially called Garcia Marquez Gauche -- continues its meteoric rise with the opening of an Osaka branch. Perhaps the key to the success of "Garushia" is that both its designs and store interiors look as though they were knocked together by the girl next door. The label's popularity seems to represent a rejection of flawlessly packaged mass-marketed merchandise in favor of something far more homey and rough around the edges. 1-19-11 Higashi-Shinsaibashi, Chuo-ku, Osaka. Tel: (06) 6282-1990, www.garcia-style.com |



