Pristine starts selling lifestyle wear “Kimono Set” born from Japanese cotton fields. Aiming for Japan’s cotton self-sufficiency rate of “0% to 1%”

Pristine starts selling lifestyle wear “Kimono Set” born from Japanese cotton fields Aiming for Japan’s cotton self-sufficiency rate from “0% to 1%” ​
Avanti Co., Ltd. Press release: December 13, 2024 Pristine starts selling lifestyle wear “Kimono Set” born from Japanese cotton fields. Aiming for Japan’s cotton
self-sufficiency rate of “0% to 1%” “PRISTINEPRISTINE” is a
sustainable lifestyle brand of organic cotton that is close to daily life, developed by Avanti Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, Representative: Hideko Okumori). On Friday, December 13, 2024, we will start selling the “Double Gauze Pajama Set” and “Watermark Pattern Knit Cardy Set” as the first set of clothes to welcome the New Year I will do it. This product is made using cotton harvested by the Avanti Cotton Club, a domestic cotton revival project that works with farmers across the country to grow cotton, aiming for Japan’s cotton self-sufficiency rate of 1%. Currently, the domestic cotton
self-sufficiency rate is zero. In Pristine, Our goal is to have a fiber self-sufficiency rate of 1% and to have 50% of the raw materials used in Pristine come from recycled raw materials and domestic cotton In addition, we are developing the “Domestic Cotton Revival Project,” which involves cultivating cotton in Japan together with farmers across the country. The number of locations, which started at 8 locations nationwide, has expanded to 37 locations by 2024, and the harvested domestic cotton is being unveiled as a new product at Pristine’s New Year’s sale “Gijo Hajime” (*1).
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-2fc59a7c918eb5d64544b3b6f9170aac-1920×1080.jpg 2025’s “Kimono Hajime” uses cotton harvested in 2023. The yield in 2023 will increase significantly from 345 kg in 2022 to 540 kg. In addition, with 80% raw cotton imported from India, The domestic cotton blend rate was 20%, an increase of 5% from last year. This year’s first set of clothes is designed to welcome the new year in a comfortable manner, not only as pajamas that will help you sleep comfortably, but also as “lifestyle wear” that can be worn comfortably in all kinds of everyday situations. [Begin to put on clothes – Sleeping clothes -] Domestic cotton blend double gauze set
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https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-a259b87e718d0d070281b86d328c7e6c-1080×1350.jpg Made with double gauze that becomes fluffier and softer the more you wash it. The cuffs are made of elastic that makes it easy to roll up your sleeves when doing housework.
https://www.pristine.jp/shop/g/g485692/ ¥39,600 (tax included) Size: M Color: Natural Thread: Gifu Prefecture / Fabric: Shiga Prefecture / Sewing: Osaka Prefecture 100% cotton (80% organic cotton) ※We use 20% domestically grown cotton. [First place to wear clothes – Sleeping clothes -] Domestic cotton blend openwork pattern knit set
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https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-caf29f414ab39fbfb7ade5a2c3891f09-1080×1350.jpg A gorgeous lacy knit fabric. Lines are designed on the sides of the sleeves and bottoms to create a sharp impression. Lifestyle wear that can be worn comfortably in all daily situations.
https://www.pristine.jp/shop/g/g485693/ ¥39,600 (tax included) Size: M Color: Natural Thread: Gifu Prefecture / Knitting: Yamagata Prefecture 100% cotton (80% organic cotton) ※We use 20% domestically grown cotton. “Domestic Cotton Revival Project” where people sow seeds, grow cotton, and even make the clothes they wear themselves The “Domestic Cotton Revival Project” is based on the idea that “It all begins with the soil and then the seeds,” in recognition of the fact that each piece of product we have in our hands is connected to the future of the earth by suppressing climate change. This is a project to grow cotton while restoring the soil to a healthy soil and make clothes to wear. We are working with farmers across the country to cultivate cotton in Japan with the goal of reducing Japan’s fiber self-sufficiency rate from zero to 1%. We are aiming for a domestic cotton blend ratio of 5% for our own brand “Pristine”! The “Domestic Cotton Revival Project” aims for Japan’s cotton self-sufficiency rate of 1%. Furthermore, by 2030, we aim to have 5% (15 tons of harvested amount) of cotton produced in this project included in Pristine products.
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-844f51eb85f1d4cc45b1bb9ab8e53f4f-739×130.jpg Information about “Avanti Cotton Club”
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-bb89725f63ca1c57b51cd21193284f1d-1080×1350.jpg In 2011, a project to revive domestic cotton began in earnest, and in 2021, the Avanti Cotton Club was launched with the aim of cultivating domestic cotton in collaboration with people across the country. A wide variety of members from across the country, including farmers, welfare facilities, companies and commercial facilities, schools, and museums, are participating, and harvesting is currently in progress. This year, the intense heat was longer than last year, and the heat is favorable for cotton, so we were looking forward to a good
harvest.However, perhaps due to the continuous heavy rain, the cotton sprouted inside the cotton balls that burst. It was a year in which we became acutely aware of the climate crisis, with the occurrence of a phenomenon known as “alien cotton.” 2024 domestic cotton harvest https://img.youtube.com/vi/bh0qK-97PG8/sddefault.jpg
https://www.youtube.com/watch?v=bh0qK-97PG8 You can watch the moment when the cotton comes loose and the aerial footage on YouTube! Image
URL: https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-7f820b3c2ef0d7dbdcca8d79ee486f82-1350×1080.jpg Domestic cotton harvest
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-bbfd548feed88956a5ff2421326302a3-1350×1080.jpg In 2023, we will hold a harvest festival with guests
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-c946702aa6d83b8737067f8f338d12a1-1350×1080.jpg Commonly known as alien cotton Regarding the beginning of dressing (*1) Kyojo Hajime is a custom dating back to the Edo period, and refers to the ritual of starting to wear new clothes on the auspicious day of the third day of the New Year. At Pristine, we wish you a wonderful new year, and as a way to prepare for a pleasant new year, we are proposing the first sale of the new year, the first time you wear clothes. On the special page “How to Welcome the New Year’s God,” we are selling organic vegetables that are perfect for New Year’s dishes, products that are useful in the kitchen and cleaning, and introducing gifts with special wrapping that are just for the New Year. How to greet Toshigami and how to start dressing special site https://www.pristine.jp/shop/pages/newyear2025.aspx
https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-aaccf30dcca67a80a9c3ad29543a6e50-780×1080.jpg Pristine Happy Bag now on sale To express our gratitude for the past year, we have created a happy bag that includes relaxing wear and innerwear!A special organic cotton bag containing limited edition basic items that can be used for a long time. Reservations will be accepted for sets of 50,000 yen, 80,000 yen, and 120,000 yen excluding tax from December 13th (Friday). Pristine pop-up store opens at Tamagawa Takashimaya S/C From December 3rd (Tuesday) to December 30th (Monday), Pristine’s limited-time shop will open at POP UP SQUARE on the 1st floor of the south building of Tamagawa Takashimaya SC (Setagaya-ku, Tokyo) in Futakotamagawa. For those who make a total purchase of 27,500 yen or more (including tax), we will offer various fun things throughout the month, including a chance to win Pristine’s long-selling items and pop-up exclusive products. PRISTINE shop staff and head office staff involved in manufacturing will also be present. Please come and see us. ■Pop-up store overview Business hours: 10am to 8pm Address: 3-17-1 Tamagawa, Setagaya-ku, Tokyo 158-0094
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https://prcdn.freetls.fastly.net/release_image/55095/95/55095-95-e2a3ba7bac393fe83aa17a0ff15e5cc2-1912×230.jpg https://www.pristine-official.jp/ Pristine is Avanti’s own brand that debuted in 1996. Based on the concept of “don’t put too much effort into it or cut corners for a pleasant everyday life,” we develop everything from yarn to products based on our own planning and design, and produce them in Japan. We propose a sustainable and organic lifestyle that is close to your daily life. The materials used are organic cotton, which is good for the environment and the skin, and natural materials that return to the earth. They are made using the traditions and techniques passed down by Japanese craftsmen, making use of the natural colors and textures of healthy materials, and without placing any burden on the earth. In the manufacturing process, we are particular about using ethical methods that take human rights and the environment into consideration, and we have also obtained CARE certification (third-party ESG certification). Company profile Company name Avanti Co., Ltd. Representative: President and CEO Hideko Okumori Established September 4, 1985 Address: 31 Daikyomachi, Shinjuku-ku, Tokyo 160-0015 Ninomiya Building 4F (Head Office) 1F (Pristine Main Store) Phone number 03-3226-7789 URL https://avantijapan.co.jp/