2024.05.24
They Transformed Welfare & Art – The Brand 'HERALBONY' Aiming to Globally Solve Issues
Change requires significant effort, especially in fields like welfare. HERALBONY is tackling this challenge head-on.
HERALBONY was founded by twins Takaya and Fumito Matsuda. They turn Art Brut (art created by those without formal art education) by artists with intellectual disabilities into apparel and lifestyle products. The Matsuda brothers, having an older brother with severe autism, were inspired to change society’s perception of intellectual disabilities through art.
HERALBONY has maximized the talents of artists, using high-quality materials to maintain the high value of both their products and the artists. They mainly manage the art licensed from artists with intellectual disabilities, developing their own products and collaborating with other companies. A portion of the revenue is paid to the artists as 'usage fees,' allowing artists with disabilities to earn professional-level compensation, promoting economic independence. HERALBONY aims to simultaneously practice welfare, art, and business.
Now, they are expanding from Japan to the world.
The Early Days: Visiting Welfare Facilities Across Japan
In May, with the lush green of chestnut trees lining the streets, the results of the LVMH Innovation Award 2024 were announced at 'Viva Technology 2024,' a global startup exhibition held at Porte de Versailles in Paris.Amidst a large audience, HERALBONY was named the winner in the 'Employee Experience, Diversity & Inclusion' category – the first Japanese company to do so. This award provides HERALBONY with an opportunity to expand internationally, with support from LVMH, using Paris as a base.
Kobayashi, HERALBONY's head of international business, received the trophy on stage and said, "I'm thrilled. I feel this is the moment that the name HERALBONY has reached the world, and that LVMH has recognized the power of the artists’ art. I can’t wait to bring this trophy back to the artists and share the joy."
So, what kind of company is HERALBONY, which has caught LVMH’s attention? Their journey is grounded in building deep trust with each artist and continually adding value.
As they started their business, the Matsuda brothers traveled to welfare facilities across Japan. They explained the company's vision to build trust and search for undiscovered artistic talents.
Today, HERALBONY has contracts with 37 facilities and 153 artists, holding 2,000 pieces of art data. "The primary criterion is whether the work can be purely evaluated as art," explained spokesperson Ono. Hiromi Kurosawa, Chief Curator at the 21st Century Museum of Contemporary Art in Kanazawa, advises HERALBONY on art selection and exhibition curation.
HERALBONY’s novel proposals and approaches have brought new changes to the artists, beyond just financial aspects.
Masahiro Fukui, one of the contract artists, finds solace in his creative process, "A time to immerse and forget uncertainties and frustrations" (Colorful Welfare Office staff). While Fukui initially struggled with adapting to new situations, the work with HERALBONY has brought noticeable changes. "He has become more responsive to interviews and seems to consider drawing (writing) as a means of communication. We’ve noticed he draws to convey messages both at the facility and at home."
One of the contract artists, Kaoru Iga, is also being inspired through his artistic activities.
"In the key visual photo shoots and fashion show appearances (for HERALBONY), even if he couldn't talk to others, he had a bright and cheerful expression as if he was part of a team. He experienced a fulfilling feeling beyond just drawing," says Iga's mother, talking about her son.
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