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Iwamiginzan Gungendo Proposes 'Living with Roots'
In the small town Omori in Ohda city, Shimane Prefecture, with a population of around 400 people, is the home of a World Heritage Site, Iwamiginzan. Here, a company conducts its business rooted in the local community. They run the lifestyle brand 'Iwamiginzan Gungendo', known as Iwami Ginzan Lifestyle Culture Research Institute Co., Ltd. They aspire to create a 'lifestyle with roots'. By proposing ways of life in Omori town through their products, they provide an opportunity to rethink the richness and pleasure of life in different regions.
We conducted interviews with three company representatives: company director, Yukiko Mineyama, and project managers, Rina Yanagisawa and Shoko Handa. They shared insights about the charm of Gungendo's products and their passion towards craftsmanship.
PROFILE
Yukiko Mineyama
Director, Iwami Ginzan Lifestyle Culture Research Institute Co., Ltd.
She is the second daughter of Daikichi Matsuba and Tomi, the founder of Gungendo.
She started living in Iwami Ginzan from the age of 3, and began to think about the lifestyle and the charm of rural living while living in the United States and Kanto, upon entering high school.
In 1999, she joined 'Iwami Ginzan Lifestyle Culture Research Institute Co., Ltd.'.
After working as a store staff and planner, she has been serving as the Managing Director since 2023.
While enjoying life in Iwami Ginzan, she is sharing with the world about living a prosperous lifestyle.
PROFILE
Left）Rina Yanagisawa, Right）Shoko Handa
Left）Rina Yanagisawa
Designer, Craftsman Department, Iwami Ginzan Lifestyle Culture Research Institute Co., Ltd.
Right）Shoko Handa
Textile Designer, Craftsman Department, Iwami Ginzan Lifestyle Culture Research Institute Co., Ltd.
Preserving Craftsmanship to Produce Comfortable Clothing
'Iwamiginzan Gungendo' was established in 1988. According to Mineyama, the business started with her parents, Daikichi and Tomi Matsuba, traveling around selling handmade goods.
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