MESSAGE
We treat the concept of “wearing” with respect and great care.
That is what we need to do now as creators.
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We want to bring back the feeling of excitement once again.
The word “fast fashion” was coined in the middle 2000’s.
Winds of change blew into the industry as fashion trends could be enjoyed at low cost, leading to domestic and overseas apparel manufacturers expanding their stores one after another.
As a result, mass production, mass sales and mass disposal became commonplace. Amid such waves of time, we found that even we, as creators, lost attachment to the products we were producing…
In the first place, clothing provides us with daily happiness and excitement. Clothes are a vital element in providing day-to-day enrichment. That has always been the case throughout history.
As creators, we wanted to once again experience the excitement we feel the moment we “wear” a garment for the first time. With such aspiration, the “FOOD TEXTILE” project was launched in 2015.
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A new type of textile that originated from a well-established technique.
The catalyst was when one staff member met with a CSR personnel from a leading food manufacturer.
The question was asked, “Is there any way food, such as vegetables disposed during the manufacturing process, can be used?”
The thought of dyeing fabric using unused and non-standard food ingredients dawned on him because he knew that a long-time business partner of our company was in possession of a sophisticated dyeing technique. That dyeing technique was supported by a traditional Japanese dyeing factory.
They were the ones who focused on the future of the textile industry and consistently valued Japanese “monozukuri.”
Since early times, Japanese wore garments woven with fabric using natural dyes.
There was mutual connection between the creator’s cherishing the concept of “wearing” and the user’s desire to cherish and wear the garment for as long as possible.
Now, with sincere effort, unused and non-standard food ingredients was used to create dyes to produce garments with unspeakably warm and gentle colors. When these garments were held, we came to the realization of how clothing should be.
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A lasting project which runs opposite to the flow of the industry.
Spreading textile dyed with unused food ingredients throughout the world. This initiative is now gaining public attention as an “environmentally friendly product development,” the slogan of our era. In addition, a new synergy effect achieved by a textile trading company connecting the food and apparel industries is also making headlines. However, we are not aiming for something transient, such as pursuing a trend. Producing dye from food ingredients is both time and energy consuming; thus, it is said to run counter to the times. Nevertheless, we want to continually invest in the special value derived from the mutual connection between the creator and the user. Thus, the concept of “wearing” with respect and great care is the starting point of this project.