Trending on Instagram! The Allure & Growth Secrets Behind the Embroidery Brand "Kitaku Embroidery"

Kitaku Embroidery is an embroidery brand that was established in May 2024. The Instagram account gained over 80,000 followers within a few months of launching, attracting significant attention. The brand was founded by Yuki Tanaka, who left his corporate job to learn embroidery from scratch and subsequently developed the brand.

“When starting the brand, I thought about what excites me. As a result, I decided on becoming a 'global embroidery brand.' Since this is a brand created with our customers, I hope everyone will enjoy the process of growth alongside us,” Tanaka expresses.

In this article, we delve into the journey of establishing the brand, the unique characteristics of its products, and its future outlook.

Self-taught in Embroidery, Launched the Brand in 3 Months

What sparked your interest in embroidery?

I previously worked at a finance company and had no background in apparel. However, I always aspired to be an entrepreneur, which led me to analyze how I could commercialize ideas even during my university days.

The catalyst for my interest in embroidery was a pair of pajamas I owned. As I observed the embroidery on clothing, I thought, “This could be a business” and “Maybe I can aim for a global brand with embroidery.”

Upon that realization, I immediately quit my job and started learning embroidery from scratch. I consumed countless materials about embroidery online, from Japanese to English sources.

While I found it challenging to actually practice, I believed that by continuously improving through repetition, I would gradually get better.

How long did it take from starting embroidery to launching the brand?

The period from starting the embroidery to launching the brand was about three months, during which I developed several prototypes. Whether the business will succeed is something you can only know once you take it to market, but I felt a sense of potential for success very early on with this embroidery brand.

This is because, prior to "Kitaku Embroidery," I attempted to launch three other businesses, and unlike those products, "Kitaku Embroidery" experienced rapid growth in both revenue and response.

The follower count on Instagram exceeded 80,000 within a few months, which shows significant engagement.

In fact, when I initially started posting, I garnered very little response and went through quite a bit of trial and error. I kept testing various types of videos to see which would resonate until I finally began reaching our audience.

Please share what you prioritize in building the brand.

I value how excited everyone involved can be. I started my business out of a desire to engage in something that excites me.

As I aim for the goal of becoming a “globally recognized brand originating from Japan” while expanding the embroidery brand, I believe that this goal can excite both myself and those involved with the brand. Thus, I try to challenge myself with the most exciting tasks based on that goal.

Actively Incorporating Followers' Ideas into the Designs

Can you share the thoughts behind the brand name "Kitaku Embroidery"?

I believe the essence of embroidery lies in warmth, so I aimed to create a brand name that conveys a warm atmosphere. The term “Kitaku (Kita Ward in Tokyo)” reflects my desire to embody a “familiar neighborhood from anywhere.”

Furthermore, I incorporated "Embroidery" into the name so it’s clear that "Kitaku Embroidery" is the primary place, even as competitors may emerge in the future. Given that most brand names are in English or katakana, I purposely chose to use Japanese for its appealing phonetics.

The embroidery on the items feels warm.

It is designed with the theme of Japan's four seasons. I chose the four seasons because I eventually want to create products that can sell overseas.

The characteristic of our brand's embroidery is that it has a high stitch count, allowing us to create not just a single motif but also to tell a story. For example, in "Cat on a walk," we add ginkgo leaves, autumn foliage, and the moon around the cat, crafting a story that lets people imagine the cat's emotions.

Furthermore, I'm not aiming to create designs solely for myself; I'm targeting designs that many people will appreciate. The base of the design originates from my own ideas, but I strive to absorb as much feedback from customers as possible to shape it accordingly.

What designs have been realized from customer ideas?

When I solicited themes for autumn, many people commented "Osmanthus," so I created the product "Osmanthus and blue bird."

I wasn't very familiar with osmanthus, but that was when I first learned that it is a popular flower in autumn. Since about 90% of my followers are women, I was grateful to receive ideas that come from a perspective not typically considered by men.

What creative approaches are you using in color schemes and such?

Even deciding on a single design involves testing numerous patterns of similar designs on the same garment to finalize the color tones.

Embroidery can change its appearance with subtle variations in thread color, and the same thread can appear slightly different depending on the angle from which it is viewed. Additionally, the direction and angle of stitching, as well as the length of the threads that shape the motifs, can also alter the impression. There are about ten different stitching methods alone, so depending on the combination of thread color and stitching technique, various shades can be expressed.

Moreover, even with the same thread color and stitching style, the impression can vary depending on the color of the underlying fabric. I was initially astonished by the depth of embroidery.

Enjoying the Growth Process Together

Is there any customer feedback that you particularly remember?

A surprisingly common sentiment I receive via DM is that "we wore matching outfits as a couple on a date" or "the entire family wore outfits to a photo studio." The warm atmosphere of enjoyment shared with close ones really resonates with me, making me very happy.

Currently, our clothing is only available in adult sizes, but many have requested "I want children's sizes too," so I am considering broadening our offerings in the future.

Are there any challenges you want to take on to further grow the brand?

As I am currently communicating in Japanese, the majority of my customers are from Japan, but I have also received inquiries from abroad, so I would like to start focusing on international communication in the future.

Additionally, I'm gradually enhancing collaboration with factories to be able to deliver products to a larger number of customers. I believe that moving people's emotions is crucial for growing the brand. By honestly expressing my thoughts and continuously seeking improvement towards better conditions, I plan to move forward.

The products and content we will develop moving forward will keep evolving. Unlike dramas or anime, northern Tokyo's embroidery shop progresses on the same timeline as everyone else, so I believe there is an interesting aspect of being able to witness the growth process through our communications. Please enjoy the brand's growth together.