2024.09.09
Reasons Why a Long-Established Hat Manufacturer Developed Hats for Cancer Patients: CHANVRE MAKI
In Taito, Tokyo, there is a company that has been manufacturing hats for over 100 years, called "SATO Co., Ltd."
Makiko Sato, the fourth-generation CEO of the company, is dedicated not only to carrying on its history but also to expanding the hat brand for cancer patients, “CHANVRE MAKI.”
This is the first time the company has developed its own brand. Moreover, shortly after deciding to launch the brand, Makiko Sato herself was diagnosed with tongue cancer. Her experience greatly influenced the creation of this brand.
This time, we heard about the company’s journey, the background of launching “CHANVRE MAKI,” and their dedication to their hats.
PROFILE
Makiko Sato
Born in 1983. Joined SATO Co., Ltd. in 2013. Became CEO in 2014.
Launched the in-house brand of medical hats, “CHANVRE MAKI,” in 2023.
Both the Family Business & the In-house Brand Started with the Idea of Doing Something "For Someone"
First, can you tell us about the founding history of your company?
Our company was founded by my great-grandfather in 1912. He was originally from Yamanashi, working at a bank and with various trades, but he decided he wanted to start his own business and came to Tokyo to begin training in hat manufacturing.Looking at photos from the Meiji era, everyone is wearing kimonos and hats. My great-grandfather saw this and thought, “These types of clothing will become more popular from now on.” He recognized the potential for import and export and began manufacturing men’s hats.
The second generation is my grandfather, and the third generation is my father. Demand for women’s hats began increasing significantly during the time they worked together. Currently, about 90% of the hats we manufacture are for women, and 10% are for men.
What kind of products do you create?
We primarily focus on OEM and ODM (designing and producing products under the client's brand) and plan and produce hats sold mainly through hat specialty shops, apparel brands, and department stores. In addition to standard hats, we also manufacture knit caps specifically for cancer patients.You joined the company in 2013. Did you initially plan to take over the family business?
No, I originally worked for a different company, and my parents did not expect me to take over the business either. Until I joined, there was no discussion of hats at home.The deciding factor for taking over was my father’s health issues and the impact of the Great East Japan Earthquake, which led to the closure of our Iitate factory in Fukushima. There were rumors that “if the factory is gone, it means there’s no production base, and the company may be in danger.”
Additionally, if the clients think, “There is no successor, so who knows how long this will last?” it hampers the business relationship. As I heard about my father’s health issues and the factory closure from my mother, I thought, “Am I the only one who can do this?”
I had been enjoying a fulfilling work life at the company I was with, where I was placed in departments I wanted and given the work I wanted to do. But after realizing this, I submitted my resignation within six months.
Since joining, what have you realized about your company’s strengths?
It’s the trust built with our clients. Our company has been manufacturing hats for over 100 years, and we have many long-term clients who have been with us for generations. Some companies continue their partnership with us through their second and third generations.Since the beginning, we’ve kept in mind the principle of operating in a way that allows us to grow together with our clients, ensuring we don’t lose their trust, which is why we don’t operate with a mindset of just benefiting ourselves. That’s why we have earned trust from our clients and have been able to continue for so long after joining.
OEM and ODM are at the forefront, but last year, you launched your own brand of hats for cancer patients called "CHANVRE MAKI." Can you tell us what inspired this?
Since my mother, who is a pattern maker, echoes the same sentiment, it might be due to our profession, but when I see someone wearing a hat, I can tell whether they are wearing it fashionably or out of necessity.Some cancer patients wear hats to hide the fact that they have lost their hair. Normal knit caps often reveal the shape of the head, which makes it quite noticeable.
I wondered if there were hats that could be worn without discomfort and discovered that not many are manufactured. Thus, I decided to establish a brand with the intention of doing something for cancer patients who are struggling.
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