Tokyoter startup transforms old Kimonos into fashionable sneakers
Tokyoter startup transforms old Kimonos into fashionable sneakers
kimonos are deeply rooted in the cultural identity of Japan, but are rarely worn these days. Mostly reserved for formal occasions, kimonos are often kept over generations - analysts suspect that billions of dollars of valuable fabric in the wardrobes of the country.
The vision of the entrepreneur Shotaro Kawamura
The entrepreneur Shotaro Kawamura, CEO of the retail company Potato Ltd., would like to change that. He works with traditional craftsmen in Japan to convert unwanted Kimonos into new products such as sneakers. "By changing the shapes so that we can use the Kimono fabric in our daily life, we can keep culture in other ways," explains Kawamura.
Tokyo Kimono Shoes - an innovative approach
The main brand of the company, Tokyo Kimono Shoes works with a traditional shoe factory in the Tokyo district of Asakusa, which have been shoes since the 1950s manufactures. According to Kawamura, a kimono can be used to manufacture 20 pairs of shoes that are sold worldwide and, for example,
sustainability and tradition
"We chose sneakers because they are a product that everyone uses every day and is worn worldwide," says Kawamura and adds: "My mission is to reduce the absolute amount of waste" and at the same time maintain craft industries. "I don't think something is only good because it is old. But in the case of the Kimonos, I think they stay in our lives because they are really good."
The story of the Kimonos
kimonos have been borne in Japan for more than 1,300 years , but only received their name in 19. Century . Typically ankle-length with a V-neck, the robes have wide sleeves and are bound around the waist with an OBI, a wide belt. In the past, kimonos were worn for various occasions, from festive clothing to everyday fashion - their fabrics range from artistically embroidered silk brocade to light, printed cotton fabric.
The Renaissance of the Kimono
Kawamura, who worked in the logistics area in India eight years, recognized the decline in many Japanese industries. When he returned to Japan, he was looking for new ways to promote Japanese craft. He came across Ax Inc., a family-run shoe factory in Asakusa that began to produce shoes from Kimono fabric in 2020 when the owner Noriko Onozaki decided to continue to use the old Kimonos of her mother, which had been stored in wardrobes for decades. "It appeared to me as a waste to throw them away," said Onozaki in an email.
successful market entry
In order to test the interest of consumers in the shoes, Kawamura 2022 started a crowdfunding campaign on the Japanese platform Makuake. With a modest goal of $ 300,000 (approx. $ 2,068), the start-up ultimately collected $ 8.5 million yen (approx. $ 58,602). Just a few months later, he founded Tokyo Kimono Shoes, who sold her first batch of 40 pairs of shoes within three days. The company has developed further and is planning the sale of 4,500 pairs of shoes in 2024, while 690 Kimonos (around 2,732 square meters of fabric) were converted.
a sustainable business model
Kawamura and his team procure the Kimonos, which Ax Inc. uses to produce the sneakers, and sell the shoes worldwide. The constant income current for ax Inc. helps to preserve the traditional shoe and leather industries in Asakusa. "We not only hope that customers like the products, but also that they experience the production process," he added.
The future of the vintage market
driven by consumer interest on sustainable fashion, the market for second-hand clothing grows quickly and, according to now 10%of the global Clothing market. In Japan, the vintage dress market between 2019 and 2023 is and has grown for centuries, as Nancy McDonough, founder of the US-based online Kimono reversal seller Kyoto Kimono, reports.
"At that time I had difficulty finding vintage stores in Japan, and the interest in second-hand goods was limited," said McDonough. "I had to be careful and say that I am looking for 'Furui' (old) Kimonos instead of 'used' to avoid any stigmatization." But the situation changed in the early 2000s when second-hand-hand-hand dealer such as Tanzu-Ya, which was founded in 1999, appeared in Japan.
The global popularity of the Kimono
mcdonough leads the growing popularity of Kimonos outside of Japan to the global interest in Japanese pop culture, including anime and critically celebrated shows like " Shōgun ". There are also trends on social media that promote the "Kimono Street Styling" culture. "Since a new silk kimono is unaffordable for the average carrier, vintage kimonos are the inexpensive alternative," says McDonough.
a new era for kimonos
After Tokyo Kimono Shoes had successfully started, Kawamura recognized the enormous potential for further converted Kimono products. "The number of kimonos disposed of is huge," he said, adding that many second-hand dealers will absorb or donated Kimonos, but due to damage or poor condition "around 90 % of these Kimonos cannot be resold, so we get them."
Last year Kawamura founded a second brand, Kimono Reborn Tokyo, to offer a larger range that includes T-shirts, wearing bags and hats. In the 14 months since the opening of its flagship store in Asakusa, the company converted 1,060 Kimonos (4,160 square meters). "We opened a second shop at Narita Airport at the beginning of the year, and I am already planning my next project: Ninja" Tabi "shoes, a traditional type of Japanese shoes with shared toe, made by artisans in Okayama," says Kawamura.The future of Kimono culture
Kawamura also works with a local fashion school to introduce the next generation of designers to the world of cultural assets. The art of the Kimono craft is difficult to pass on over generations, "therefore we hope to be able to work together," says Yumiko Maruo, the deputy director of the oda fashion " College Tokyo .
In the future, Kawamura would like to expand into the field of household goods, furniture and interior decoration and even play with the idea of a hospitality concept. "We have more and more tourists every year and I want to set up a hotel that is decorated with Kimonos," he added. Ultimately, Kawamura hopes that the newly interpreted Kimonos-be it in the form of sneakers, tap bags or T-shirts-remember people that old fabrics are still valuable. "We should keep good things instead of throwing them away," he explains. "Due to the change in your shape you can even get better. I want to show that there is a way to re -explain it, redesign and enjoy it."
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