2024.12.03

From Iwate to the World! Expanding the Possibilities of Sashiko Quilting & Aiming Beyond Reconstruction: The Challenge of the "Sashiko Gals Project"

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After the Great East Japan Earthquake, the "Otsuchi Sashiko Project" begun as a disaster recovery project in Otsuchi Town, Iwate Prefecture. Women affected by the disaster made and sold products with the traditional Japanese handicraft of "sashiko" quilting.

However, as time passed since the earthquake, attention to the project inevitably decreased. Additionally, due to the aging of members and relocation beyond the town, the number of people involved in sashiko has gradually diminished.

That's when Arata Fujiwara, who runs the fashion brand "KUON," stood up. Besides having commissioned product creation to Otsuchi Sashiko previously, he launched the "Sashiko Gals" project in 2024 as the next phase of reconstruction support.

We asked Fujiwara why he started Sashiko Gals and the thoughts and goals behind the activities.

PROFILE

Arata Fujiwara

President of MOONSHOT Co., Ltd.

After working in the legal industry, he aspired to social business through fashion and established MOONSHOT Co., Ltd. in 2012. Starting from selling three types of hats by hand, he gained the practical experience essential for the fashion business and launched various projects. Achieved global expansion with KUON, established in 2016.
Involved in everything from branding to store management and strategic planning. Promotes new businesses and initiatives in social business, including activities in areas affected by the Great East Japan Earthquake and support for people with disabilities.

Seeing the Potential in Sashiko & Launching the Project

Please tell us the background behind the launch of the "Sashiko Gals" project.

The predecessor "Otsuchi Sashiko Project" was started as a disaster recovery project after the Great East Japan Earthquake, and at its peak, it involved around 100 people. However, as it was voluntary, it couldn't be sustained long-term, and currently, there are about 15 members, including office staff.