Milk is a Japanese fashion label and clothing brand and is considered one of the original Harajuku fashion brands and one of the oldest gothic lolita brands . Started in 1970 in the heart of what became Tokyo’s Harajuku shopping district, Milk has long been synonymous with the early days of the gothic Lolita fashion trend. Today, the goth-loli influence on the brand's clothing is not nearly as pronounced as it once was, presenting a more elegant, wearable brand of both men’s and women’s clothing which appeals to lolitas and more mainstream shoppers.
Milk is best known for its combination of casual clothing and elegant Lolita designs into single outfits that work for wearing down the street in Harajuku or around the house. Consisting of things like polkadotted 1960s inspired dresses, cute pink camasols and thin panted jeans, the line is overly practical while remaining true to its roots. A large number of accessories, including head adornments, umbrellas, bags, and shawls add depth to the line and floral prints and designs as well as small fruit like pictures. Generally, the brand can range between everything from Lolita style dresses to retro 1950s-1960s clothing depending on the season and the designer’s take.
Milk’s main shop is located on Meiji Dori in Harajuku just past Laforet on the way toward Shibuya. A small location, the shop is located on the same side of the street as Condomania and consists of a building with a white exterior containing a collection of the most recent clothing seasons fashion. Next door to the main store is the Milk Boy shop and downstairs is the Milk pet accessories store called Dog Unleashed by Milk Boy. The address for the main Harajuku shop is: