The motivation behind launching Nanafu and the thoughts behind it

Would you like to try something interesting?

It had been 10 years since Narita, the designer of Nanafu, had received that phone call.

The voice belongs to the second-generation president of a long-established factory in Asakusa that has been producing high-quality Japanese cut-and-sew clothing for 70 years.

At that time, we were in the midst of the coronavirus pandemic.
The fashion industry was hit hard, with long-standing factory partners going bankrupt and production demand plummeting.

The textile industry, which was mostly domestically produced 30 to 40 years ago, has now switched to overseas production, with the domestic production rate falling below 2% (currently below 1.5%).
And then this was the final blow.

The president was always cheerful and had an impressive smile, but when I met him in person, I could see that he was clearly depressed at this particular moment.

For Narita, who originally worked in apparel design, he was not just the president of the factory where he had asked for production.

When Narita was still a young designer, it was none other than the president of this factory who generously taught him the techniques and knowledge of clothing making, even though it was from another company.

When he saw him again, a strong desire welled up in Narita's heart : "I want to repay the kindness he showed me back then, helping me become a full-fledged adult. Now it's my turn to help the president."

As the conversation expanded from reminiscing to conversation, the president suddenly said something.

"...Why don't we try something fun?"

　

That one word and Narita's desire to "give back."
This led to the idea of ​​"yukata loungewear," which Narita had been working on for many years as a designer.

There is no loungewear that adult women can truly relax in.

This was also a concern that Narita himself had been struggling with.

"As you get older, the fluffy pajamas you wear when you're younger become a little embarrassing.

That said, I don't want something overly sexy like lingerie."

This is a piece that doesn't make you look bulky, is made with great attention to material and quality, and makes you feel like you're standing up a little straighter just by putting it on.

The ideal shape she had in mind was a "hot spring yukata."

The yukata worn at Japanese hot spring inns makes the wearer look attractive, regardless of gender, age or body type .

However, existing ryokan yukatas were made of stiff fabric, lacked elasticity, and were uncomfortable, which made them a little far from the modern idea of ​​"relaxation."

"If only there was a more comfortable yukata, one that felt comfortable on the skin, one that didn't tire me out even after wearing it for a long time, and one that would fit in a Western-style room..."

At the time, the coronavirus pandemic was causing people to spend more time at home.

With such a yukata, you may be able to make your time at home as comfortable as if you were at a ryokan inn.

It may also be an opportunity for people who have fewer opportunities to wear traditional Japanese clothing to enjoy the Japanese atmosphere in their daily lives.

That feeling turned into determination, and we immediately launched a plan and began production.

If things continue like this, YUKATA will not be made.

However, the road has not always been smooth.

"This cannot be made using traditional cut-and-sew methods."

Once we started making prototypes, voices of confusion arose from the factory.
The aim was to create a luxurious design with no seams on the shoulders in order to maintain the original beauty of the yukata.
However, in order to create clothes that have never been seen before,

• Requires 3 to 4 times more fabric than a regular T-shirt
• The fabric is too long and the work surface is not long enough
• Cutting, sewing, and finishing all require time and skill
• Each piece is large and there is variation in size

There were a lot of challenges, such as...

 

In terms of efficiency, the fabric should have been separated and sewn together.

However, this would mean that the "comfort and beauty of the garment enveloping the wearer's body" would be lost.

"How can we maintain a sense of luxury while keeping the price affordable for our customers?"

In order to create the ideal yukata loungewear, we spent hours discussing the matter, remaking samples countless times, and struggling every day to choose between cost and quality.

Thanks to the skills and wisdom of our experienced craftsmen, we were able to overcome numerous challenges and complete Nanafu's YUKATA.

From each customer to the world

Thanks to you, it has been five years since the brand was launched.

Yukata loungewear was originally created for adult women.

However, due to the unique design of cut-and-sew garments, their comfort, ease of putting on and caring for , they have spread beyond our expectations.

Now it is not just for women, but for people of all ages and genders.

Nanafu's YUKATA and HAORI products are now popular not only in Japan but also overseas, with customers all over the world.

It is also being introduced as indoor wear by discerning accommodation facilities.

"Wearing Nanafu's YUKATA gives me confidence."

"I was able to get away from my daily routine and spend some relaxing time."

"It's so comfortable, it feels like an overnight trip."

Such feedback from our customers is our greatest encouragement.

We are currently working hard to create the brand Nanafu in order to preserve the "Made in Japan" sewing techniques, which are gradually being lost, and the culture of "yukata" for the future.