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2023.10.13
PHILOSOPHY

The Challenge of Kimono Upcycle Brand Relier81

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When you look at the unique patterns of kimonos, you might think that this is truly Japanese culture. However, people who regularly wear kimonos today are few and far between, mostly wearing them on special occasions such as coming-of-age ceremonies and weddings. Or, many people may have rented a kimono when sightseeing in ancient cities like Kyoto and Nara to get a taste of traditional Japanese scenery.
Since it's difficult to put on and take off a kimono, it feels like a daunting task to wear one every day. But there is a desire to embrace Japanese culture. This is where the brand "Relier81" comes in to help. This brand upcycles kimonos and develops shoes and bags made from kimonos and obi (kimono sashes).
Daichi Tajiri, the representative of the company, has witnessed the decline of Japan's kimono industry, while seeing tourists from overseas buy kimonos to take home. What is the intention behind Relier81, which was started because of this? We asked Tajiri about the motivation behind establishing the brand, its policies and plans for expanding overseas.
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