It's the latest rage among Japan's teens, a new fashion that combines cruise wear, Aloha casual, hippie counter-culture and, with an emphasis on pastels, the cute quotient girls crave.

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"I can't explain why the girls think I'm cute, " Mr. Jones told People in 1985.

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American Apparel's ads were also too overtly sexy for Chinese girls, who are more interested in a ''cute'' look (think Hello Kitty) than an aggressively sexy one.

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