Setouchi Mirai Design Inc. (Head office: Hiroshima City, Hiroshima Prefecture; CEO: Noda Natsuri; hereinafter referred to as "Setouchi Mirai Design") is pleased to announce that it will begin collaborating with NEUTRAL Inc. (Head office: Hiroshima City, Hiroshima Prefecture; CEO: Arata Yuya; hereinafter referred to as "NEUTRAL"), a visiting purchase specialist store with over 10,000 purchases, to procure kimonos and obi as a new development for its in-house ethical fashion brand "Re:ADY B," which upcycles kimonos and obi, symbols of Japanese culture.
Through this collaboration, we aim to strengthen the collection system for traditional materials hidden in Hiroshima Prefecture and expand the business of the "Re:ADY B" project, which produces one-of-a-kind fashion items. In order to fulfill our mission as an ethical fashion brand that supports employment for people with disabilities and reduces the burden on the environment, we will promote Japan's beautiful culture both domestically and internationally.
Background and purpose of the collaboration
"Re:ADY B" was born as a project to create new value by upcycling kimonos, obi, and other items that are estimated to be worth 40 trillion yen and lying dormant throughout Japan. Through this collaboration, we aim to accelerate the resolution of the following social issues by collecting traditional materials from Hiroshima Prefecture.
- Solving the problem of kimono waste <br>We will contribute to reducing the amount of clothing waste generated annually, estimated at 500,000 tons, while preserving Japanese culture through upcycling and promoting the creation of a sustainable society.
- Employment support for people with disabilities <br>We strengthen our collaboration with Type B business operators that provide support for continued employment, and provide fair compensation according to the results of work. We provide the joy of working and the opportunity to improve skills.
- Inheriting and promoting Japanese culture <br>Through collaboration with One or Eight, we will collect kimonos and obi from within Hiroshima Prefecture and distribute products that combine tradition and modern design both domestically and internationally.
- Reforming women's work styles : 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, the company promotes flexible work styles that fit each individual's lifestyle as a way to reform the way women work.
Future outlook
Through this collaboration, Setouchi Mirai Design aims to expand the "Re:ADY B" project and increase brand awareness both domestically and overseas. Specifically, the company plans to implement the following measures:
- Improving productivity by strengthening procurement systems
- Development of new product lineup
- Strengthening promotion for overseas markets
Comment from Setouchi Future Design CEO Natsuri Noda
As part of the "Re:ADY B" project, which aims to reduce the amount of discarded clothing, we have started a collaboration with NEUTRAL to purchase kimonos and obi. With the philosophy of "providing knowledge that will please our customers the most," NEUTRAL's business, which boasts a track record of purchasing 10,000 items, will be linked to the ethical efforts of Setouchi Mirai Design, and we will work even harder to solve social issues in Japan. We will create a sustainable society that will lead to the future while spreading the beauty of Japanese culture to the world.
Comment from Yuya Arata, CEO of NEUTRAL
We feel that the activities of Re:DAY B have a value that cannot be replaced by money. Kimono are often purchased or sorted out, but there are many cases where people feel reluctant to throw away something that their parents wore. They say, "Even if it has no value, I hope that this kimono will be useful if it falls into someone's hands," but until now, customers have not been able to see where the kimono they gave up will go. By collaborating with Re:ADY B and turning kimonos and obi into bags, suits, and other items, we will be able to tell customers about the future of kimonos. We believe that customers will be happy if a cherished kimono is revived, so we feel that this is a very meaningful activity for our company.
Company Information: NEUTRAL Inc.
Representative: Representative Director Yuya Arata
URL: https://kaitori-neutral.com/
Location : Hiroshima Prefecture, Hiroshima City, Nishi Ward, Iguchidai 1-14-21, 3rd Kajikawa Building
