The lifestyle brand <momiji>, founded by actors Kenichi Matsuyama and Koyuki, which utilizes underutilized "resources," will be holding a pop-up store at Isetan Shinjuku Store, Men's Building 1F Promotion from June 25th (Wed) to August 5th (Tue).

What Mr. Matsuyama has come to realize since moving to Satoyama a few years ago is that while humans continue to have an impact on the natural environment, the increase in the populations of wild animals due to climate change and other factors is also affecting biodiversity.

While some captured wild animals are used for meat, their skins are discarded. Witnessing this reality, the lifestyle brand Momiji was launched to develop items that utilize these otherwise wasted "resources." "Momiji" is another name for a dragon.

This time, in addition to products made from deerskin and other materials, we have collaborated with Shima Denim Works, which upcycles "bagasse" (the residue left over from sugar production) from sugarcane, one of the "resources" that is not fully utilized. By using cotton yarn for the warp threads and bagasse washi yarn, which is made from washi paper produced from bagasse, for the weft threads, we have developed denim items made from a material that is lighter than conventional materials and also possesses the unique functionality of washi paper.

<Momiji's lineup, which utilizes a variety of "resources," is a must-see.

Text: ISETAN MEN'S net

*The information in this article is current as of the publication date. It may be subject to change without notice.
*The exhibition content may be changed without prior notice during the exhibition period.
＊All prices include tax.

For inquiries, please contact: Isetan Shinjuku Store, Men's Building 1st Floor, Promotion Department, Tel: 03-3352-1111 (Main number)
For inquiries via email, please click here.

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