M.INAMI, a new line by bespoke shirtmaker Yuta Minami, proposes items themed around "comfortable living," aiming for sustainable manufacturing and a social environment where people can live richly in harmony with nature.

From Wednesday, April 12th to Tuesday, April 18th, Isetan Shinjuku Store, Men's Building 5th floor, Shirts, Ties, Sweaters, and Seasonal Goods will feature M.E. Nami's relaxing wear, which follows the essence of MINAMI SHIRTS , renowned for its tailoring to the Japanese physique, but with a more relaxed feel. The clothing was created based on the regional revitalization and environmental issues that Mr. Minami witnessed in Minamisoma City, Fukushima Prefecture.

What sparked my interest in regional revitalization and environmental conservation?

Minami, the representative of M.E. Nami, learned about organic cotton cultivation in Minamisoma City, Fukushima Prefecture, after participating in a cotton cultivation event hosted by a fabric shop owner he knew. By actually listening to the farmers' stories and working in the fields there, he came to understand the reality of the local farmers trying to recover from the Great East Japan Earthquake.

Amidst these circumstances, we considered what we could do through the brand and launched the "MS COTTON PROJECT"*. We started cotton cultivation in Minamisoma City together with local farmers.

M.E.Nami's initiative with "Fukushima Cotton"

The Idagawa district in Odaka Ward, Minamisoma City, Fukushima Prefecture, was flooded and swept away by the tsunami caused by the earthquake. To restore the land, farmers cultivate cotton, believing in its ability to absorb salt and return it to its original state. Cultivating cotton in this barren land, where it was considered normal for nothing to grow, became a symbol of recovery for the farmers.

The sweatshirt hoodie and pants we're introducing today are made from a blend of "Fukushima cotton" and ultimate Pima cotton. This undyed, natural-looking set boasts a beautiful silhouette and comfortable feel. Furthermore, during the promotion period, we'll also be introducing a shirt made from recycled polyester derived from plastic bottles. This oversized shirt, on-trend, has a flowing texture and a soft, comfortable feel.

M.e. Nami's collaboration with "Fukushima Cotton" will continue. Ms. Minami says, "I want people to learn about the current situation in Fukushima through cotton. And I want them to live a comfortable life by incorporating items made from cotton grown in Fukushima."
On Sunday, April 16th, Mr. Minami will be visiting the store, so you'll have the opportunity to hear directly from him about his thoughts on "Fukushima cotton" and plans for the next item themed around "sheep," so please look forward to it.

Text: ISETAN MEN'S net