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2025.06.20
PHILOSOPHY

The Ideal Bag for Festival Lovers: The "UNDERTHESUN" Backpack

#Backpack
#Bag
#UNDERTHESUN
#Mizuno Bag Store
#Long-established
#Festival
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Founded in 1890 as a wholesale bag distributor, MIZUNO BAG Co., Ltd. now also manufactures OEMs and their own in-house products. The company has launched a festival-focused bag brand called UNDERTHESUN. They offer a lineup of products to fit different festival styles, beginning with their first model, the "TOTHECORE" backpack.
So why did Mizuno Bag, a long-standing bag maker, decide to focus on “festivals”? We spoke with Shota Ito, who is in charge of "UNDERTHESUN."

Wanting to Restore the Sense of "Connecting Through Music" Lost During the Pandemic

The concept of "UNDERTHESUN" is "making connections". When music festivals were being cancelled one after another in 2021 due to the pandemic, Ito’s desire to “bring back that feeling of people reconnecting under the sun after COVID through the joy of festivals and music” sparked the idea for the brand.
"Music festivals and music culture have always been a big part of my life, so I wanted to contribute in my own way, which led to founding the brand. The name is written as one word, without spaces, to express the idea of 'connection.'”
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