Articles

The Aloha Shirt Revolution Started with "Good Vibes" – Eanbe's Challenge from Zero to Creating Clothing

2025.05.08

The representative of the Aloha shirt brand from Okinawa, "Eanbe," is Kiichi Shimoji. He has opened a YouTube channel "Aloha Ojisan's Eanbe Channel," where he shares the glamour of his brand daily.

Even if you haven't heard of this brand, some might remember it as the outfit worn by Ace of the comedy duo Battery during the M-1 Grand Prix. It’s that popular with its catchy designs.

Moreover, it’s surprising that Shimoji started this brand from zero experience in clothing production. What motivated him? We discussed his thoughts behind the launch of "Eanbe" and the meaning he imbues in his Aloha shirts.

PROFILE

Kiichi Shimoji

Born in 1994, from Urasoe City, Okinawa

A man in his thirties suffering from gout, excessively fond of Aloha shirts, established "Eanbe" in 2019. He passionately loves drinking, visiting sento and saunas, and gambling. He is currently striving to establish the world's best Aloha shirt brand, based in Tokyo and Okinawa.

You Can Express Your Personality with Aloha Shirts

Shimoji, who was focused on soccer during his student years, moved to Osaka and developed an interest in fashion while shopping in areas like America Village and Umeda, but he felt a dissonance towards trends.

"I didn’t want to wear the same clothes as others. At that time, I stumbled upon Aloha shirts and thought that, being from Okinawa, it would allow me to express my personality."

Looking back, Shimoji felt "I could be myself while wearing an Aloha shirt." He started receiving requests from friends for advice when they bought Aloha shirts, and he found joy in having his tastes recognized.

Starting from Zero Know-How

Incorporating the "ii anbe" (good vibes) spirit into Aloha shirts

His deep love for Aloha shirts inspired him to establish his own brand, but as he was inexperienced in apparel, he started completely from scratch. He decided on the brand name "Eanbe" only about one or two months before the launch.

"In Okinawa, when you drink and feel good, you say 'ii anbe (good vibes).' I loved the atmosphere of chatting with friends while slightly tipsy, so I entrusted that sentiment to the brand."

However, contrary to the brand’s name, he found himself overwhelmed by uncertainty and confusion in the initial days of launching.

"While the term D2C was trending and many influencers were launching their brands, I watched as they started off well with their large follower counts. I wasn’t an influencer and was spending most of my salary on creating Aloha shirts, so I felt a significant disparity while operating my brand."

Nevertheless, it was by maintaining their principles and what they valued that they were able to establish their current position.

A Commitment to Details

Requesting an established factory that does hand printing to achieve high quality

Let’s take a look at the products of "Eanbe," which are characterized by meticulous attention to detail. They release intriguing designs every season, but how do they go about the production process?

"Unlike well-known brands, we don’t set a theme for each SS or AW. We continuously brainstorm designs that match the concept of 'Eanbe,' and with the thought that this illustration might match a certain illustrator, we send offers each time."

This season's representative work, "Tengu Tobatsusen" (天狗討伐戦), is handled by ICHIRAKU STUDIO

Due to the nature of Aloha shirts, the design is the main focus; however, "Eanbe" also incorporates undeniable craftsmanship in its production.

"Generally, when it comes to dyeing, many use inkjet or machine printers. While we do occasionally use such methods for certain products, especially when we want to achieve a beautiful gradient, we primarily employ the silkscreen technique, a form of stencil printing, and we adopt hand-dyeing, where everything is dyed manually."

Meeting Aloha Shirts that Start with Patterns

As they've packed their designs and dyeing with a meticulous commitment, there must be emotional attachments to every piece. I inquired about a pivotal piece that stands out among them.

"It's the Mahjong-themed Aloha shirt we released in 2022. For the first time, we used entertainers in our promotion, and the design was based on a pattern we had never tried before.

"It seemed to pay off as it quickly gained popularity, allowing us to finally sustain ourselves with the sales of Aloha shirts."

Aloha shirt with a mahjong motif featuring comedian Jonio Iwai

When comedians and models wear their shirts, the response is significant. Recently, I've noticed an increase in opportunities to see their shirts on television, which makes me feel the rising popularity. How do you perceive this situation?

"Thankfully, inquiries from customers have increased. However, we don’t consciously create or brand shirts specifically for entertainers or artists.

"What’s important to us is to cherish those who love the diverse designs we release every year. This year, we launched a sumo-themed Aloha shirt, and we value the experience of first-time buyers who are fans of sumo."

New Aloha shirts for sumo fans to look out for

Experience the Charm of Aloha Shirts

Currently, "Eanbe" is also focusing on managing a YouTube channel. Shimoji states, "We're not exactly aiming for the masses," but what is the real goal?

"We started our YouTube channel with the hope that our fans would love Aloha shirts even more. Right now, product introductions are a main focus, but we plan to expand content for existing customers, including care tips and styling points."

Rather than aiming for broader recognition, there is a strong desire to share the charm of Aloha shirts. This vision extends to the expansion of physical stores and looks towards international markets as well.

"Until now, we have primarily sold online, but recently, we’ve managed to open a store in Okinawa and Koenji, Tokyo. Currently, the Koenji shop operates on a reservation-only basis, but in September, we will temporarily close it and open a new store in a different location. We want customers to feel the fabric and see the intricacies of dyeing directly and plan to enhance our offline presence significantly."

A physical store by appointment only. Koenji apt. Eanbe TOKYO

Additionally, they are looking to overseas markets. While there are some overseas customers visiting Japan, Aloha shirts are still less recognized compared to kimonos. They currently collaborate with select shops in Hong Kong and Los Angeles, but they are actively working to expand "Eanbe" internationally into Asia and Europe.

Such efforts by Shimoji reflect his desire to share the excitement he felt when he first encountered Aloha shirts with many others. He expresses, "It would be great if more people who love Aloha shirts could emerge," revealing his determination to continue spreading the allure of Aloha to countless individuals.