[FEILER JAPAN Co., Ltd.] FEILER, a brand of traditional German craft chenille fabric, has released products based on FEILER’s popular “HEIDI” design for #HeidiDay2025!
Feiler Japan Co., Ltd. Press release: June 24, 2025 To the media FEILER, a brand of chenille weaving, a traditional German craft fabric, has released products based on FEILER’s popular design “HEIDI” for #HeidiDay2025! Available at Feiler shops from Friday, July 4, 2025!
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-985915487635f7a0669ed9ed8fc0ba2e-1600×1200.jpg Feiler Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Naohisa Yagi) will be holding FEILER MOMENT HEIDI DAY8.12 Heidi Day at Feiler shops nationwide and the official Feiler online shop (https://feiler.jp) in preparation for this year’s #HeidiDay2025 on Tuesday, August 12th. August 12th is #HeidiDay2025. This is a special day created by Feiler fans who love Feiler’s popular design “HEIDI” because August 12th can be read as 812 (Heidi). This year, we will be offering a wide variety of new “HEIDI” products with different styles to liven up #HeidiDay2025 on August 12th. First of all, from Friday, July 4th, we will be introducing the supple and gorgeous “Heidi Paisley” that combines the “HEIDI” motif with paisley! Next, from Friday, July 11th, items from the “Japanese”-themed “HEIDI” will be available. In addition, the staff at the Feiler Shop will be wearing original #HeidiDay2025 T-shirts from Friday, July 4th to Tuesday, August 12th, and look forward to your visit. 【August 12th (Tuesday) 1 day only】 #HeidiDay2025 Hashtag Campaign
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-da9ec5982c6de0343646cdd5c84e7b21-1600×1200.jpg Campaign to win Heidi products of your choice for 20 people Every year on August 12th, #HeidiDay, we hold a hashtag campaign. Post your favorite photos on Instagram with the two hashtags “#Feiler” and “#HeidiDay”. We look forward to receiving your posts this year as we celebrate #HeidiDay2025 with many Feiler fans. Follow the official FEILER Instagram or X and post a photo of your favorite Heidi-designed product with the two hashtags “#FEILER” and “#HeidiDay2025”. ■Campaign period: August 12th (Tuesday), 2025, 0:00-23:59, August 12th (Tuesday) only *Please note that applications outside the period will be invalid. ■How to apply: 1. Follow the official Feiler Instagram or X 2. Post a photo of your favorite Heidi design product on Instagram or X with the hashtags “#Feiler” and “#HeidiDay2025” *Instagram is limited to feed posts. *Each person can post as many times as they like. ■ Prize: 20 winners will be selected to receive one Heidi design product of your choice (up to ¥30,000 including tax) *The products you can choose are limited to those in stock at the official Feiler online shop at the time the winners are announced. ■Announcement of winners: Friday, August 29, 2025 Winners will be contacted via direct message from the official Feiler Instagram account, and the winning image will be tagged with the winner’s account and posted on the official Feiler Instagram account. *Winning prizes will be shipped in mid-September. ≪Notes≫ ※Only applicable to public accounts. *This also applies to those who are already following. *Only those who live in Japan are eligible. *Only photos taken by yourself are valid. *Please make sure that your settings allow you to receive direct mail. *Please note that if you do not reply by the specified deadline after being notified of your win, your win will be invalidated. Product introduction released on Friday, July 4th ■HEIDI PAISLEY Heidi Paisley Ladybugs,
butterflies, little birds, and tiny flowers… HEIDI, a fun pattern featuring small creatures living in the fields of Germany, is very popular with both babies and adults because of its cuteness. #HeidiDay2025 is a supple and gorgeous design that combines the motif of “HEIDI” with paisley. The cuteness is combined with an elegant atmosphere to make your heart dance. We have a wide range of items, from classic chenille items to mesh pouches.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-e1ff45f99993b0149b27035cf06756b8-1600×1200.jpg ■CHUM CHUM HEIDI DAY A fun design of Heidi’s forest friends gathering in a field full of flowers to celebrate. *Only handkerchiefs are available.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-de22bfd62785bcd052acb84f5db7e993-1600×1200.jpg Product Introduction to be released on Friday, July 11 Starting on Friday, July 11th, we have put together a special collection of collaboration products with a Japanese theme that will let you enjoy the world of HEIDI, so that you can enjoy the coolness of the season with HEIDI. Please note that during this period, there will be no sales at the collaboration locations. ■ Shibata Yoshinobu Shoten x FEILER This is a collaboration product with Shibata Yoshinobu Shoten, a company founded in 1966 that manufactures and sells the traditional craft of Odate Magewappa. The Odate Magewappa, made of natural cedar carefully grown in the northern part of Japan, is imbued with the aesthetic sense of deliberate living that has been passed down from our ancestors. Shibata Yoshinobu Shoten aims to create “tools for daily life that we want to pass on and connect to the next
generation.” We work hard every day to create magewappa that fit the diverse lifestyles of today. This original design features a duck, a popular character from “HEIDI,” on the bottom right of the lid and the FEILER logo on the bottom as an accent.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-fce1b8edf155a1563864c930bbd44366-2160×1080.jpg ■Kutani Seikogama x Feiler This product is a collaboration with Kutani Seikogama, a representative Kutani ware manufacturer located in Nomi City, Ishikawa Prefecture. Seikogama’s philosophy is to continue the tradition of Ko-Kutani using Japanese paints. The pottery uses transfer paper printed with Japanese paints that are uniquely mixed in-house to paint over the ware, without compromising the thickness, vividness, and transparency of the Japanese paints, which are the greatest features of Kutani ware. Even though the overpainting is done using transfer paper, the pottery aims to thoroughly improve the quality of Kutani ware as a craft product, to produce products of such quality that they are indistinguishable from handmade products without compromising on production, and to provide the unique elegance of Kutani ware at a price that is easily accepted by the market. In recent years, the world of Kutani ware has been centered on artworks and decorative plates. By developing and proposing tableware as tableware, we have been able to make Kutani ware more familiar to people in their daily lives by being the first in the industry to develop Japanese paints that meet the lead leaching standards set by the Food Sanitation Law. We are committed to proposing products that people will want to incorporate into their dining tables and daily lives. Our achievements are that we have made it possible to decorate industrial products and interiors around us and provided these products to the market, and we also aim to further expand the world of Kutani ware through technological innovation. This time, we have combined the motif of “HEIDI” with three designs from the traditional Kutani ware: the tortoiseshell pattern, the Shoza style, and the plum and chrysanthemum design that is particularly popular at Seikogama, to create a three-piece set consisting of a free cup, a princess plate, and a small plate.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-ecba66ce171f30aea2c0dd2089adf6b6-2160×1080.jpg ■Shiroyuki Dishcloth x Feiler These original dishcloths and hand towels are made from Nara mosquito net fabric, which has been passed down since ancient times, and are dyed with the “HEIDI” design using Kyo-Yuzen dyeing. The origins of Shirayuki Towels lie in the mosquito net manufacturing industry in Nara Prefecture, where the grandmother of the previous head of the family made dishcloths from mosquito net remnants for her own use. By focusing on the materials and sewing, we were able to create a dishcloth that is absorbent, quick to remove dirt, and has a smooth feel that conventional dishcloths do not have. The product was named “Shirayuki Towels” because of its characteristic of maintaining its snow-white color for a long time.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-3b3f0532d33f4b61170060ff738b39b5-2160×1080.jpg ■Eitaro Sohonpo x FEILER Established in 1818. This product is a collaboration with Eitaro Sohonpo, an Edo confectionery shop with its main store in Nihonbashi, Tokyo. Eitaro Sohonpo has been polishing its reputation for over 200 years since its founding, and has been making it shine with the times. Without resting on its laurels, and under the corporate culture of “learning from the past to create something new,” we have continued to make proposals that are ahead of the times. We cherish the idea that “flavor comes from kindness,” and we continue to make sweets that prioritize deliciousness and quality by carefully selecting ingredients and focusing on manufacturing methods, striving to continue to deliver “spiritual richness” to our customers. This time, we have put our representative products, Ume Boushi Ame, Kuro Ame, and Matcha Ame, into original cans that combine the traditional Kutani ware patterns with the “HEIDI” motif.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-f82e4d75fba01a5d128946e810b69089-2160×1080.jpg ■Kyoto Marubeni x Feiler This yukata and obi set was created in collaboration with Kyoto Marubeni, a kimono manufacturing and sales company established in 1977 after taking over the kimono business, the original business of general trading company Marubeni, from the Marubeni Kyoto branch. Since Marubeni’s founding in 1858, we have cultivated 160 years of history in collaboration with kimono production areas and artists nationwide, and have one of the best planning capabilities in the industry. With this background, we handle a wide range of Japanese clothing, from traditional high-end kimonos with a high level of artistic quality to modern style kimonos that fit the modern life scene, trendy furisode, graduation hakama,
Shichigosan, and yukata. The design of “HEIDI” is expressed in a bingata style, giving it a colorful yet elegant atmosphere. Available in two colors: ivory and navy. The yukata is made of 100% cotton fabric called “Takinagare” with a vertically-oriented fine line pattern. It is a nuanced material with a refreshing feel, and is popular as a yukata fabric. The obi that comes with the set is an original heko obi with a hemp leaf pattern and the FEILER logo woven into it.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-858e7e2c12f54d8f649bb537552fc5be-2160×1080.jpg ■ Miyawaki Baisenan × Feiler This fan was made in collaboration with a long-established Kyoto fan maker founded in 1823. Miyawaki Baisenan, with its storefront in an old-modern townhouse, is said to embody the history and style of Kyoto, and has been manufacturing and selling almost all of its products since the Edo period. The company has received high praise for its fans, which combine function and beauty in terms of feel, opening, weight, and ease of use, and the fans are decorated with a variety of original pictures, many of which are hand-painted. The fan is designed with “HEIDI” and is available in two colors, black and beige, which can be easily carried in various situations.
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-c4ab23433ab960c6624351312ef2c321-2160×1080.jpg Product introduction released on Friday, July 11th
https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-ac7e6a3595520d6f3b72afd4f9670cd7-1600×1200.jpg In addition to the special collaboration products, we also have “Heidi” products with a Japanese theme. We have a lineup of glassware, including plates, cups, heat-resistant teapots, and heat-resistant mugs, that will give your summer cooking a cool look. Natural wood chopsticks, lunch cloths, and lunch belts are items that we recommend you use with your bento box. The drawstring bag, tissue pouch, and pouch that you can wear with your yukata are also woven with delicate lace featuring the “HEIDI” design. Small dots are scattered among the forest friends, adding a touch of cuteness to the elegance. The light atmosphere makes it perfect for summer outings or with a yukata. The vinyl umbrella, also printed with the lace design of “HEIDI”, has a deep, round birdcage shape when opened. The handle is made of bamboo. List of products released in July
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https://prcdn.freetls.fastly.net/release_image/30941/152/30941-152-e334a4891b16f0095c74784b4df41267-1240×1755.jpg Release date, retailer, and purchase limit ■Release date Scheduled for Friday, July 4, 2025 “Chum Chum Heidi Day” “Heidi Paisley” Scheduled for Friday, July 11, 2025 “Heidi” The official Feiler online shop is scheduled to release the items at noon on each release date. *Reservations are not accepted. *Reservations and cash on delivery are not available after release at physical stores. Please note that we may cancel reservations without notice after a certain period of time. *In physical stores, entry tickets or purchase exchange tickets may be distributed on the release date depending on the store. (Some stores require advance lottery and advance entry reservations.) As the procedures vary by store, please check the Instagram accounts of each store: Feiler Ginza Main Store @feiler.ginza, Feiler Tenjin
Underground Mall Store @feiler.tenchika, Takashimaya Osaka Store Feiler Shop @feiler.takashimayaosaka, Feiler Tokyo Midtown Hibiya Store @feiler.midtownhibiya, and JR Nagoya Takashimaya
@feiler.takashimayanagoya. For other stores, please visit the website of each department store or contact the store. *On the release date, please follow the instructions of staff to prevent accidents. *The release time of the official FEILER online shop may vary slightly. *If the online shop experiences high traffic even before the start of sales, you will be directed to a “virtual waiting room” online and guided to the site in order. If you have disabled the “cookie settings” of your browser, please enable them and wait. The number of people waiting and the waiting time will be displayed, and you will be able to enter in order, but please note that this does not guarantee that you will be able to purchase the product when you enter. *Products exclusive to the official Failer online shop are not available at other stores. *You cannot choose the pattern. *Yukata, obi, and fans are available only at the following stores. (Stores that sell it) Failer Ginza Main Store / Takashimaya Nihonbashi Store 7F / Isetan Shinjuku Main Store 6F / Tobu Department Store Ikebukuro Store 6F / Nihonbashi Mitsukoshi Main Store 5F / Takashimaya Yokohama Store 7F / JR Nagoya Takashimaya 9F / Matsuzakaya Nagoya Store 6F / Takashimaya Osaka Store 1F / Hankyu Umeda Main Store 7F / Daimaru Kobe Store 7F / Daimaru Kyoto Store 4F / Sogo Hiroshima Store 5th floor / Yamagataya Building 1 5th floor / Failer Tenjin Underground Mall Store / Failer Official Online Shop *Eitaro Sohonsho x Failer products are not available at the Failer Shop on the 1st floor of Shizuoka Isetan. ■Retailer Failer Ginza Main Store, Failer Tenjin Underground Mall Store, Failer Tokyo Midtown Hibiya Store, Department Store Failer Shop (https://www.feiler-jp.com/shoplist/ ), Failer Official Online Shop (https://feiler.jp/ ) *This item is not available at Labourary by Failer Shop or Failer Factory Outlet. ■Purchase Point Limit There is no limit to the purchase of “Hygi Paisley” and “Cham Cham Heidi Day” handkerchiefs, and up to one item per person can purchase any other items. *The purchase point limit may be lifted without notice after a certain period of time has passed.
[FEILER] Brand introduction Feiler (founded in 1948, Hohenberg, Germany / founded in 1948) is a lifestyle brand that represents Chenille weave, which has a wide range of products that will add color to your quality life, including handkerchiefs, interior cloths, pouches and bags, with creative ingenuity and ingenuity, and offers a wide range of products that will add color to your lifestyle, including handkerchiefs with beautiful colors and patterns and gentle textures. The quality of Failer products is kept close to and passed down in the history of our family, and as a gift to our loved ones, it continues to be loved across generations and times. And what’s the feeling when choosing a handkerchief from over 200 different colorful designs. My heart pounds when I suddenly hold a pouch that feels soft to the touch in my everyday life. It is a Failer that can be carried anywhere, and it is always possible to evoke the excitement that everyone has. The brand’s message, “The Heart Can Always Dance” is based on the desire to bring color to the lives of many people through the “drive of sensibilities.” ◆Failer Brand Site
https://www.feiler-jp.com/ ◆Failer Official Online Shop
https://feiler.jp ◆Official Instagram/X @feiler_jp Failer Japan Co., Ltd. http://www.feiler-jp.com/feilerjapan/ Failer Japan Co., Ltd. (head office: Shibuya-ku, Tokyo) is a Sumitomo Corporation operating company, and imports, plans, and sells German luxury textile brand FEILER. Failer 98 stores in Japan [of which are 16 Failer gift concept shops, Lovely by Failer, and 14 factory outlet stores] (as of June 1, 2025) Details about this release *This email was sent automatically, so please do not reply.
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