TOKYO--(BUSINESS WIRE)--Avex Group Holdings Inc. (TOKYO:7860), Japan’s leading entertainment company, launched the first line of apparel products made from majotae, developed jointly with Isetan Mitsukoshi Holdings (TOKYO:3099). More than 30 fashion brands have designed women and men’s apparel made from fine hemp. These products are launched as part of Isetan Mitsukoshi’s JAPAN SENSES campaign
To celebrate, “majotae – the forgotten fabric” exhibit will start from April 1 to 6 at Isetan Shinjuku Main Store. Impressive hemp from the Edo period and selected majotae apparel will be showcased. Also on display are creative installations produced by three designers and artists expressing the future of majotae. At this exhibition, customers can discover the potential of this innovative natural fabric.
About Isetan Mitsukoshi’s JAPAN SENSES
Begun in 2011 and having continued for the past 4 years, the JAPAN SENSES campaign reaffirms Japan’s traditions, culture and aesthetics to offer customers new value.
Details of Special Exhibition: majotae – the Forgotten Fabric
- Exhibition of the history of taima-fu (Japanese hemp), and display of made-to-measure apparel and fabric available for purchase.
- Creative installations by Katsuya Kamo (hair stylist / make-up artist), Masaya Kushino (shoes designer), and Yuima Nakazato (fashion designer).
- For more details visit: http://www.miguide.jp/majotae/ (from March 25 10am JPN time)
About the majotae project www.majotae.com
Bringing back taima-fu, natural fine hemp, as Japan’s once and future fabric of choice.
Taima-fu (hemp fabric) has been an integral part of Japanese culture since the beginning of its history. However, due to significant restriction on cannabis cultivation after World War II, and apparent difficulties in spinning hemp threads which delayed industrialization, it is a rare fabric today. The majotae project brings this “forgotten fabric” back to our modern life. Natural fabric expert Shinichiro Yoshida, obi artisan Genbei Yamaguchi, and Avex Group have come together to infuse life into “majotae”.
Majotae’s quality is not only ideal for fine apparel, but has potential for other applications such as furniture, décor fabric and medical uses. Fashion apparel is the first example that this fabric could innovate our everyday life. (Taima-fu history and project vision: https://vimeo.com/109546616)
Isetan Mitsukoshi Holdings Ltd.
Isetan Mitsukoshi Holdings Ltd. (TOKYO:3099) is the largest department store operator in Japan. The company was formed by a merger in 2008 of two major department stores, Mitsukoshi (founded 1673) and Isetan (founded 1886). For more information, visit http://www.imhds.co.jp/english/
Avex Group Holdings Inc.
Avex Group Holdings Inc. (TOKYO:7860) is a major general entertainment group in Japan. Founded by the CEO and representative director, Masato Matsuura, in 1988. Currently handles video distribution service, production business, live entertainment as well as music business. Traded 156.9 billion yen in FY 2013. Paid video distribution service subscriber base is among the largest in Japan. Established Avex International Holdings Singapore Pte. Ltd. in 2013. Other international offices include Taiwan and London. For more information, visit http://www.avex.co.jp/e_site/index.html