The origin of the brand name Terai Craftment

—What does the brand name Terai Craftment mean?

When I started the brand, I intended to begin with a lineup of men's hats, so I researched the origins and history of Japanese hats. I discovered that in the early Meiji period, there was a type of hat called "tarai," and although the term "hat" existed at the time, the tarai hat underwent its own unique transformation and came to be called "terai."

I found its roots fascinating, and "Terai" has always stayed in my mind, so I wanted to implicitly incorporate that meaning into the brand name. "Craftment" is a coined word, and it conveys the meaning of being based on handcraftsmanship.

—When you work in the hat industry, you naturally pay attention to the hats people are wearing as they walk around town.

It's an occupational hazard, I guess (laughs), but when I walk around town, hats naturally catch my eye. Especially among young people, they're getting used to wearing hats and they know how to wear them stylishly. They're becoming a coordinated item that matches their outfits and tastes.

I think there are many people who don't currently wear hats but would like to find a hat that suits them. When I talk to customers, I get the feeling that they are getting closer to finding the perfect hat.

—You graduate from " Design Village" in three years, but what's your next step?

Yes, there's a building nearby that used to house a hat manufacturer that closed down because there was no successor. I plan to take over some of their equipment and set up a small factory alongside my atelier. I want to create a place where customers can see the production process while I sell my hats.

--So , what are your aspirations for the pop-up store at Isetan Shinjuku Store, Men's Building ?

This is Terai Craftment's first pop-up store at Isetan Shinjuku Store, Men's Building and we hope many people will come and see our products. We want them to pick them up, pick them up, and try them on. We would be very happy if you could discover a new aspect of your own style.

Event Information

Terai Craftment Promotion

□February 7th (Wednesday) - 20th (Tuesday)
□ Isetan Shinjuku Store, Men's Building 1st Floor = Seasonal Goods and Accessories

Designer visit information

Mr. Akira Takeichi visited our store.

We offer a free service to embroider your chosen letter onto hats featuring alphabet designs.
■ February 10th (Sat), 11th (Sun), 17th (Sat), 18th (Sun) 12:00 PM - 6:00 PM each day

Photo: Tatsuya Ozawa

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 1st Floor = Seasonal Goods & Accessories
03-3352-1111 (main representative)