Explaining "Clothes that Return to the Soil" Born from Natural Materials & Traditional Techniques – The Zero-Waste Fashion Aspired by Japan's "WACRA"

The "Zero-Waste" movement, which started in 1996 in Canberra, Australia’s capital, aims to reduce waste to zero. It is one of the world’s most important initiatives, directly connecting to today's "sustainability" movement.
 
In Japan as well, a fashion brand aiming for zero-waste fashion is gaining attention. The brand "WACRA," develops and sells clothing using Japanese traditional culture's washi paper as thread, without using any petroleum-based synthetic fibers, creating garments that return to the soil when no longer needed.

In a crowdfunding campaign launched in October 2022, the modern take on the traditional Japanese happi coat, the "Washi Cotton Haori," gained widespread support for its concept and design, raising significantly more than its target amount.
 
This time, we interviewed Shin Akamatsu, the company's representative who has significant achievements in the fashion industry and established WACRA. We discussed clothes that return to the soil, the background of the brand’s establishment, and the future prospects with zero-waste in mind.

The much-discussed outerwear "Washi Cotton Haori" uses fabric woven from hybrid yarns of washi paper and cotton, born from cutting-edge fiber technology and craftsmanship. Leveraging the material's various functionalities like moisture absorption and quick-drying, deodorizing, antibacterial properties, and UV protection, it's designed inspired by the traditional happi to look stylish on anyone, regardless of body type or gender.
 
Most notably, by using only natural materials, it ultimately returns to the soil. When it is no longer worn, it can be properly collected and returned to nature, making it a circular piece of clothing.

First, we asked Akamatsu about the reason he founded Wakura and the background leading to the creation of 'Washi Cotton Haori'.
 
"Originally, I was in the apparel industry, and after becoming independent, I encountered a thread factory in Aichi Prefecture that had patented anti-odor processing thread technology. Although they had the technology to create amazing threads, they were struggling due to cost issues and couldn't have Japanese apparel companies adopt them. So, I thought, 'Then I'll shape that thread and make it known to the world,' and founded Wakura in August 2019.

The company name Wakura is derived from 'Wa', referring to Japanese '和', and 'Kura', meaning craft or craftsmanship. It also has another meaning as Japan's '蔵' (storehouse), embodying the hope to transmit Japan's amazing techniques and craftsmanship to the world."
 
Akamatsu, who started the company with the desire to deliver Japanese techniques and craftsmanship worldwide, said this passion stems from childhood admiration.
 
"During my childhood, I lived in São Paulo, Brazil, due to my father's work, and I had a longing for Japan since then. Although it was the culture of Japan, the reliability, safety, and meticulous craftsmanship of Japanese products always impressed me. I always thought it would be great if Japanese people utilized these more effectively...