Gyaruo

And recently, the kanji for 'dirty' in Japanese (汚), which also has the same reading, is often used by gyaru and gyaruo in a light hearted way, poking fun at themselves because of the reputation that their subculture has gained within society due to their dark skin, hairstyles and often gritty, rough style of clothing that they wear.

Using the two biggest gyaruo culture influencing cities as example: in Tokyo two of the popular places to hang out are around the Shibuya or Shinjuku areas.

Two floors of the Shibuya located 109-② store are dedicated to gyaruo brands such as Vanquish, Jack Rose, Varosh, Diavlo, Roi Franc, and Gennaro.

The rise in gyaruo fashion has led to openings of other 109-② stores featuring male brands in Fukuoka, Machida, Shizuoka and Nagoya.

Then there is the popular Men's Knuckle magazine which is aimed at wearers of the more mature looking onii-kei fashion (お兄系), hosts (ホスト) and gyaruo.