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URBAN RESEARCH Shares the "Amazing" at Expo 2025 Osaka, Kansai! Fashion Possibilities Revealed Through Technology
At Expo 2025 Osaka, Kansai, where many companies are showcasing cutting-edge technology and initiatives, URBAN RESEARCH decided to take on a challenge that no one else dared, using its internal restructuring as an opportunity to reinvent itself as a new URBAN RESEARCH. It is the only apparel-related company with its own booth at the event.
The company, which upholds the corporate philosophy of "sharing the amazing," is introducing innovative initiatives at Expo 2025 Osaka, Kansai, that break the mold of conventional fashion.
So, what flavor of "amazing" are they sharing? We spoke to project managers Yoshiaki Miya and Shoko Shimotsuma about their technology-driven initiatives, the possibilities for fashion, and their impressions so far.
New Challenges that Are Only Possible at Expo 2025 Osaka, Kansai
The concept URBAN RESEARCH upholds at Expo 2025 Osaka, Kansai is "a sustainable, future-oriented store that shares 'amazing' that connects to the future." By blending things that only the Expo allows them to express and communicate, they aimed for an approach unique to the company.
Miya "When you hear 'connects to the future,' you might think of near-futuristic technology, but our booth isn't just about that. It also includes approaches to things we can start taking steps toward now."
The booth, named URBAN PAKU, is based around three themes: "Japonism," "Souvenir," and "Technology," with projects and items related to each.
Since the opening, they've held four projects: "100 VOICES RECORD," "WEARABLE FOOD," "OCEANTECH," and "JAPONISMART." All of these adopt technologies with the potential to lead the future of fashion.
Shimotsuma "Because URBAN RESEARCH is doing this, it needed to be a challenge that continued from what we've been doing, and one that could be utilized in our stores and products in the future. As we considered what we could do now, the ideas naturally came together, and that's how we decided on these four projects."
URBAN RESEARCH's goal at the Expo is not just to display products. It is about creating a place that explores new forms of fashion for the future, beyond traditional boundaries, and sharing the outcomes with users.
Exploring New Possibilities Beyond Conventional Roles of Clothing
In the "100 VOICES RECORD" project, they collaborated with creator ISA to launch a "Koikuchi Shirt" designed using voices.
Shimotsuma "For the '100 VOICES RECORD' project, we used cymatics, a technology that visualizes patterns and ripples by transmitting sound vibrations across water surfaces or sand with ultrasounds. To ensure fair and impartial selection, we recorded the voices of 100 employees picked by AI from our entire staff, then translated those voices into shirt designs."
They narrowed it down to 100 people to keep design variations workable for commercialization. While some patterns look similar, so far, there haven't been any observable design trends based on voice type.
Shimotsuma "In recent years, the development of functional fabrics has progressed, and I feel that clothes now have a role that goes beyond simply enjoying trends and fashion. Through this project, I've come to believe that in the future, clothing might serve as a canvas, bringing together a range of technologies."
In another collaboration with ISA, they have also showcased "edible clothing"—a project in which daikon radish is dissolved and made into sheets to be used as the material for garments.
Shimotsuma "This project was born from ISA's vision of 'a future where clothing is eaten as a means of communication.' Behind this idea is the reality that real-life connections between people are decreasing due to the spread of digital technology. Just like exchanging business cards, ISA imagined that sharing clothing—inherently close to one's body—could foster deeper bonds."
Although further technological development is required for practical use in terms of durability, it's an intriguing initiative that offers great potential for the future of clothing.
Developing Sustainable Products through "Amazing" Recycling Technology
"OCEANTECH," launched in June, addresses two major themes: supporting the fishing industry and tackling marine environmental issues.URBAN RESEARCH has previously supported the fishing industry from a 'fashionable' angle by producing fisherman's wear. For Expo 2025 Osaka-Kansai, they are introducing fashion items made from 100% recycled materials—including discarded fishing nets—and key charms crafted from boards made entirely of marine-related waste.
For both the jacket and pants, 49% of the total product weight comes from fishing-net-derived fibers collected in Kesennuma City, Miyagi Prefecture.
Miya "There are fishing nets considered industrial waste all over the world, but transporting them incurs environmental burdens like shipping costs. From a sustainability perspective, I think it's ideal to collect and recycle them locally as much as possible."
The ability to commercialize products using 100% recycled materials became possible through collaboration with "amu inc.," which recycles fishing-net fibers, and "REMARE Inc.," which recycles composite plastics. Both companies possess advanced technologies for recycling materials like fishing nets and composite plastics, which are typically difficult to process. The end result is truly sustainable products born from this partnership.
URBAN RESEARCH has engaged in collaboration with a diverse range of companies at Expo 2025 Osaka-Kansai. Underpinning these partnerships are mutual respect and empathy. Technologies that truly impressed them are being shared with a wider audience through their projects.
From July onward, they plan to develop the theme of "JAPONISMART" to showcase what they call a 'new sense of Japanese style.' It's exciting to see what kind of "amazing" innovations they will unveil.
Pioneering the Future of Fashion through Technology
At their Expo 2025 Osaka-Kansai store, scenes that would be unusual in typical retail shops are commonplace.Shimotsuma "We even saw customers, like parents explaining to their children, say, 'We're doing this to help reduce waste.' This isn't something you'd see at just any store, but here at the Expo, visitors seem open to these unique products and approaches, without resistance."
For international visitors, it was necessary to begin by introducing the brand and company—URBAN RESEARCH—at a basic level. They've used more detailed signage than in regular stores and translation devices to ensure that everyone can understand the story behind each product.
Many customers have responded positively to the thoughtful service and have connected with the messages behind the store's concept.
Miya "Sustainability is an indispensable action for the fashion industry moving forward. As various technologies continue to advance, I hope that sustainable initiatives will become the new standard in society.
"We also want to actively embrace emerging technologies, enjoy their growth, and help spread new forms of fashion to the world."
URBAN RESEARCH is seeking solutions to the challenges facing the fashion industry through technology. Their ongoing efforts could prove to be a significant step forward in shaping the future of fashion.
PROFILE
Yoshiaki Miya
SDR (Sustainability Promotion) / Senior Chief
Born in 1987.
Joined URBAN RESEARCH Co., Ltd. as a student. After working as a sales associate and then in brand PR for "URBAN RESEARCH," in 2021 he was assigned to his current position.
During his time in brand PR, he was inspired by the people he worked with in public relations, sales promotion, and event planning/management, and became actively involved in the company’s sustainability promotion, launching various initiatives.
Currently, as the person in charge of sustainability promotion at URBAN RESEARCH, he is working with both in-house and external parties, striving to contribute to the resolution of environmental and social issues. At Expo, he plays a core role in the company's projects, mainly involved in product procurement and promotion, and is also working on collaborations with a variety of companies and organizations outside the venue.
PROFILE
Shoko Shimotsuma
THE GOODLAND MARKET / Director
After gaining experience in product planning in London, UK, she joined URBAN RESEARCH Co., Ltd. in 2019 as a product planner for KBF.
She then moved to THE GOODLAND MARKET, where she was involved in its launch.
Even before joining the company, she had a strong interest in environmental and social issues, and continues to explore the future of fashion and lifestyle every day.
Text by Okuyama Rika
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