Soeru is an evolution of urban sophistication,
cutting edge fashion sense, and a flair for the original
and creative aspects of one's individuality. Okamoto presents the New Wave Chic: a new intellectual sophisticated style for women in Shanghai.

The word soeru is created by putting the first one or two letters of sophisticate, evolution, and rub up together. It also harmonizes with a Japanese word soeru which means to add something small yet interesting to something else. Soeru will always offer something new you can add to your body, mind, and style.

Soeru's leg wear products are uniquely designed and given uncompromising quality and they are tailored to suit women in their 20's and 30's who pursue their individuality.

At any of the shops, our highly trained staff with deep understanding of the products will welcome guests and help them find the product they are looking for to establish their individuality. Elements of nostalgic London hotels are reflected in the interiors and there one can feel a moderate mix of relief and solemnity in the atmosphere.

There are 7 shops in Shanghai and 1 shop in Tianjin and they add cozy colors to the fashion scenes of the citiesthey belong to. Additionally, there are 54 shops distributing agent in China.