Isetan Shinjuku Store, Men's Building presents a series exploring the future in collaboration with creators. In this second installment, we feature MARKAWARE, a leading Japanese brand. We delve into the fashionable and sustainable process behind their creations.

Shunsuke Ishikawa ● Designer of MAPWAURE. Born in 1969 in Hyogo Prefecture. Following MAPKA, which was launched in 2002, he launched MAPWAURE in the Spring/Summer 2009 season, offering more sophisticated high-end garments. Committed to Made in Japan, he carries out almost all processes in clothing production, from material selection to sewing and finishing, in Japan.

Founded in 2009, Markaware's clothing possesses a universal appeal that suits anyone, while simultaneously exuding a distinctly contemporary masculinity. From design and materials to craftsmanship, every aspect rivals high-end international brands, making it a leading Japanese brand. In recent years, designer Shunsuke Ishikawa has focused on pursuing sustainable materials and ensuring brand traceability.

"First and foremost, it's all about the factory. The reason we insist on 'Made in Japan' is because Japan has excellent factories and craftsmen. Markaware is a collection of factories. That's why, starting last year, we've been attaching 'traceability hang tags' in addition to price tags. The story contained within a single garment is too long to tell. We publish the names of the factories involved so that people can learn at least a small part of that story. As a result of considering the safety and security of our customers, it has also led to us conveying the emotional information behind the clothes."

All the cotton and wool used has been switched to organic. This season, hemp has also been added. Hemp is an annual plant and is completely free from large-scale deforestation. While these are environmentally friendly materials, their rarity makes their production process more labor-intensive.

"When weaving fabric, the tension of the warp threads is crucial, but paper breaks if you pull it too hard. So we asked a weaving shop in Shizuoka Prefecture that has an old shuttle loom to help us. By making subtle adjustments by hand, we were able to create fabric using washi paper."

The finished fabric is highly breathable yet possesses a smooth, lustrous sheen, exuding a unique beauty. By conveying its charm along with its story, we can offer something more than just a cool appearance.

"The origin of clothing production lies in agriculture. For example, in the food industry, efforts are being made to reduce pesticide use and minimize the burden on the soil. Cotton cultivation is not like that. The world of clothing lags behind in terms of sustainability. It won't change overnight, but if understanding deepens, including among our customers, I think the world of clothing can also contribute to a prosperous future. We have a long way to go, but we will continue to make steady improvements."