-Solving employment issues for people with disabilities while promoting Japanese culture to the world-
Setouchi Mirai Design Inc. (Head office: Hiroshima City, Hiroshima Prefecture, CEO: Noda Natsuri, hereinafter referred to as Setouchi Mirai Design) is pleased to announce the launch of “Re:ADY B”, a fashion brand that upcycles fabrics that were on the verge of being discarded, such as kimonos and obi sashes, which are traditional Japanese culture.
We started as an ethical fashion brand from Hiroshima that solves social issues such as employment support for people with disabilities and environmental problems, and have started selling original bags on our own EC site. We will connect traditional materials to the future and spread Japanese beauty to the world.
Website ▶︎ https://readyb.store/
Project Overview "Re:ADY B" is a fashion brand that upcycles fabrics that are on the verge of being discarded, such as kimonos and obi belts, which are estimated to be worth 40 trillion yen and stored in drawers all over Japan, to create unique fashion items that are one of a kind in the world. This project will primarily address the following four social issues by reusing kimonos and obi belts, symbols of Japanese culture, to create new value and promote them both domestically and internationally.
Employment support for people with disabilities: We outsource some of the bag production processes to small.step Co., Ltd., which operates the Type B Employment Support Facility "Danderion." By paying workers based on the results of their work, regardless of whether they have a disability, we aim to provide them with the opportunity to gain skills and the joy of working, while also working to resolve the issue of low wages* at Type B Employment Support Facilities.
Kimono waste problem: The amount of clothing discarded is estimated at about 500,000 tons per year, of which 68% is thrown away as burnable or non-burnable waste. Upcycling kimonos and obi reduces the burden on the environment.
(Source: Ministry of the Environment website https://www.env.go.jp/policy/sustainable_fashion )
Preserving traditional culture: We develop upcycled products that combine traditional Japanese culture with modern design, promoting Japanese beauty both domestically and internationally.
Reforming the way women work: All of the core members of "Re:ADY B" are women raising children. As life events such as marriage and childbirth can affect women's careers, we are promoting flexible working styles that suit each individual's lifestyle as a way of reforming the way women work.
* Labor-related laws do not apply to users of welfare employment, and the average wage for FY2023 at Type B workshops supporting continued employment is 17,031 yen per month, or 233 yen per hour. (Research by the Ministry of Health, Labor and Welfare) https://www.mhlw.go.jp/stf/seisakunitsuite/bunya/hukushi_kaigo/shougaishahukushi/service/shurou.html )
About the product
[8-way clutch bag]
Re:ADY B's "8-way clutch bag" is a one-of-a-kind product that uses two belts with different patterns. By using fabrics with different colors, textures and patterns on both sides, it has a unique and versatile use, and can be used in a variety of situations from everyday use to parties. We have already conducted market research at the overseas exhibition "Silicon Valley November Summit 2024" and have received a very positive response.
Comment from CEO and Designer Natsuri Noda
Setouchi Mirai Design aims to "create a world where everyone can work with a sense of fulfillment," and has long been working on social issues such as women's working conditions. Meanwhile, when launching this new business, they learned about the employment situation of people with disabilities and perceived it as an issue that needed to be resolved immediately.
When we were selected for J-StarX's "Local to Global Success Program 2024" and traveled to Silicon Valley, we learned that in the United States, it is considered natural to pay compensation based on results, regardless of whether you have a disability or not, and we felt that this is the way it should be. While solving social issues such as employment support for people with disabilities and the problem of kimono disposal, we, the management team, work with a sense of fulfillment and vision, and spread Japanese beauty to the world.
What's next for Re:ADY B?
Re:ADY B's philosophy is to create an environment where everyone involved can work in a rewarding way and be themselves, while growing together as a business and people. By using the power of beautiful materials (such as kimonos and obi belts) that already exist in the world and were born from the techniques that Japan has nurtured since ancient times, we will tackle the issue of mass waste in the apparel industry and build a new brand concept.
First, we will work to collaborate with domestic companies and organizations, and by having Setouchi Mirai Design become the hub for the project, we will expand the scale of the business and grow it into a JAPAN brand that we can be proud of around the world.
Achievements
Selected for the 8th Camps Acceleration Program "PANORAMA" Organized by: Hiroshima Prefectural Bureau of Commerce, Industry and Labor Innovation Promotion Team Managed by: LTS Co., Ltd.
"J-StarX Local to Global Success Program 2024" Acceleration/Overseas Travel Phase Selection Organized by: JETRO (Japan External Trade Organization)
Managed by: Plug and Play Japan Co., Ltd.
About Setouchi Mirai Design Inc. Setouchi Mirai Design Inc. was established in Hiroshima City as a result of the Hiroshima Sandbox initiative. It is a project team that uses open innovation to connect various "connections" between urban and rural areas, and between people, and designs a happy future for everyone involved. It aims to create a better future through businesses that solve social issues. The "Re:ADY B" project was launched as part of the company's efforts.
Company name: Setouchi Mirai Design Co., Ltd. Location: 2-4-15 Yokokawacho, Nishi-ku, Hiroshima City, Hiroshima Prefecture
Representative: Representative Director Noda Natsuri (Yokoi Kaori)
Date of establishment: December 7, 2018
URL : https://sfdesign.co.jp/
