2023.11.24

Reexamining the Value of Objects Through Denim-Making: 'ITONAMI'

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What criteria do you use when you buy something? Do you buy it because you saw it in a commercial or a favorite celebrity introduced it? For whatever reason, people often end up doing things under external influences. However, let's pause for a moment, follow our own feelings, and choose the objects we interact with.

Proposing such a relationship with objects is Yohei Yamawaki, who launched the denim brand 'ITONAMI'. This brand, which he and his brother had initially sold denim made from the appealing traditional techniques of Okayama under the name EVERY DENIM, was newly launched following a complete change of heart. What led to this transition?

We asked Yamawaki about his thoughts on how to make things and how to interact with them through his company's activities.

PROFILE

Yohei Yamawaki

Born in 1992, from Kakogawa City, Hyogo Prefecture.
Founded "EVERY DENIM" with his younger brother in 2014 while still in college. Started planning and selling original products in 2015 directly linked to the denim factories of the Setouchi region. Opened "DENIM HOSTEL Float" in 2019 in Kojima, Kurashiki City, Okayama Prefecture. Renamed the brand to 'ITONAM' in 2020.
He conducts initiatives that involve everyone in making clothes, such as the denim recycling project 'FUKKOKU' and 'Fuku no Tane' where you can enjoy the completion of clothes over a year, not just buying a finished product.

Want to Convey the Appeal of Objects

Could you tell us why you launched EVERY DENIM?

EVERY DENIM is a denim brand that my younger brother and I founded in 2015. We wanted our customers to use our products for long periods and with affection. Therefore, we used to sell our products by traveling around various places for direct distribution to our customers.