Alice and the Pirates: Brand History, Style, Where to Buy

Alice and the Pirates (stylized: ALICE and the PIRATES) is gothic and lolita fashion brand based in Tokyo, Japan. It is the darker sister brand of Baby, the Stars Shine Bright. Their head shop is located inside of LaForet Harajuku.

Alice and the Pirates logo.


Alice and the Pirates launched in 2004 in Tokyo, Japan. The brand’s concept was inspired by Alice in Wonderland getting lost and entering into the world of pirates. The brand was created to be a foil to Baby, the Stars Shine Bright where they would explore darker and more mature aesthetics and menswear.

Brand Concept:

The girl Alice enters lost into the world of pirates…

We propose a new style that combines a bewitching atmosphere with a pirate-like wildness and decorativeness. The basic style is a jacket, pants, and hat. In addition, we offer gorgeous and slightly mature gothic and lolita styles with a solemn atmosphere. We offer a wide range of items, including cool prince coordinations. The shop is inspired by a ruined pirate ship. You can enjoy shopping like a treasure hunt.

At first, some of the Baby, the Stars Shine Bright designers designed the clothes for Alice and the Pirates, but they could not keep up with designing both lines. Designer Uehara recruited Takki to be the first designer.

In autumn of 2006, Alice and the Pirates opened their Harajuku store inside of LaForet.

In 2007, Baby, the Stars Shine Bright opened their first shop outside of Japan in Paris, France. The store also stocked items from Alice and the Pirates.

In 2009, Baby, the Stars Shine Bright opened a flagship store in San Fransisco, CA. This store also stocks items from Alice and the Pirates.

In 2014, Baby, the Stars Shine Bright opened a store in New York City, NY alongside Japanese fashion retailer Tokyo Rebel.

In 2020, they debuted a platinum fox named Captain Chris to be the official Alice and the Pirates character mascot.


Alice and the Pirates’s style can be a mix of gothic lolita, classic lolita, and ouji fashion. Their image started out with a darker motifs and edgy silhouettes. In the beginning, black and navy were the main colors.

Common themes include punk, nautical (sailor and pirate), steampunk, witch. Many of the prints are based off of fairy tales.

Alice and the Pirates is one of the leading brands for ouji style. They offer men’s sizing for some outerwear and pants.

Alternate Names

  • アリスアンドザパイレーツ
  • AatP
  • A/P


  • Akinori Isobe – Owner/Founder
  • Fumiyo Isobe – Owner/Founder


  • Tomomi Nakamura – Designer
  • Elle – Designer
  • Mayu – Designer
  • Takki☆ (たっきー☆) – Former designer (2004-?)
  • Mitsuba – Former designer (?-2014)




Each shop runs their own social media and/or blogs.

Coming soon

Where to Buy Alice and the Pirates


The Japanese shop ships internationally. The USA shop only ships to the US and Canada.

In person

  • Baby, the Stars Shine Bright San Fransisco
    1746 Post St, San Francisco, CA 94115
  • Harajuku (Head Shop)
    1 Chome−11−6 LaForet Harajuku Floor B1.5, Jingumae, Shibuya City, Tokyo 150-0001, Japan
  • Shinjuku shop
    3 Chome-1-26 Shinjuku, Shinjuku City, Tokyo 160-0022, Japan
  • Ikebukuro shop
    1 Chome−50-35 Higashiikebukuro, Toshima City, Tokyo 170-0013, Japan
  • Yokohama shop
    2-15-13 Minami Saiwai, Nishi-ku, Yokohama, Kanagawa 220-8577, Japan
  • Kanazawa shop
    24 Tatemachi, Kanazawa, Ishikawa 920-0997, Japan
  • Takasaki shop
    93-18 Torimachi, Takasaki, Gunma 370-0053, Japan
  • Nagoya shop
    3-29-1 Sakae, Naka-ku, Nagoya, Aichi 460-0008, Japan
  • Osaka shop
    2-10-24 Nishi Shinsaibashi, Cyuo-ku, Osaka, Osaka, Japan
  • Kyoto shop
    385 Komeya-cho, Nakagyo-ku, Kyoto-shi, Kyoto, Japan
  • Sendai shop
    1 Chome-2-3 Central, Aoba Ward, Sendai, Miyagi 980-8484, Japan
  • Sannomiya shop
    1-5-26 Sannomiya-cho, Chuo-ku, Kobe, Hyogo
  • Fukuoka shop
    1-12-56 Daimyo, Chuo-ku, Fukuoka, Fukuoka


Coming soon

Posts featuring Alice and the Pirates

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