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, 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