[FEILER Japan Co., Ltd.] FEILER MOMENT Mother’s Day 2025.05.11 “Tender memories” of my mother and me spun by the new product “Sweet Sweet Pea” co-created with customers
Failor Japan Co., Ltd. Press release: April 15, 2025 FEILER MOMENT Mother’s Day 2025.05.11 Co-created design with customers “Tender memories” of my mother and me created by the new “Sweet Sweet Pea” “FEILER”, a brand of traditional German craft chenille weaving
https://prcdn.freetls.fastly.net/release_image/30941/141/30941-141-1537bd822a8b068cd86af5ecf9451629-1600×1200.jpg Feiler Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President and CEO: Naohisa Yagi) will be selling a new product “Sweet Sweet Pea”, which was co-created with customers who are Feiler@feiler_jp official ambassadors and is perfect as a gift for Mother’s Day, from April 16, 2025 (Wednesday) at Feiler shops nationwide and Feiler official online shop (https://feiler.jp). So this time, we interviewed Mr. Hashimoto, the inventor of “Sweet Sweet Pea”, whose motif is the sweet pea, which has the flower language of “tender memories”. We spoke to her about her memories with her mother and the charm of sweet pea flowers. Until the new work “Sweet Sweet Pea” was born –What made you apply this time? Feiler@feiler_jp When I received the official ambassador’s survey email, the theme of “flowers of unforgettable memories” came to mind: my mother’s favorite pale pink sweet pea. When I was a child, I remember when I asked my mother, “What kind of flowers does your mother like?” and she answered, “I like sweet peas,” and I thought, “That’s right.” Also, since I don’t think I’ve ever seen a design with a sweet pea as the main motif in Failer, I thought it would be nice to have one, so I applied. –Please tell us about your memories of Sweet Pea and your mother. When I asked my mother what her favorite flower was, I don’t remember if she asked me why, but I remember being convinced as a child that she really liked it because it was often displayed in our house. When I got home and thought it smelled nice, I saw sweet peas on display, something I saw every spring. The image is as if it were softly blooming in a warm room. I think my mother probably saw it at a flower shop and bought it because she thought it was nice. My mother used to buy flowers and decorate them whenever she felt like it, not for special anniversaries, and since she grew up in an area with an abundance of nature, flowers were always around her. When I was little, I often played in fields, and I often remember my mother making flower crowns by putting dandelions between the white clover.
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–What kind of flower does sweet pea mean to you? It looks pale and delicate, but the scent is gorgeous. When I think of my mother while being surrounded by its pleasant scent, I feel like I can feel my mother’s kindness. I also naturally fell in love with it due to my mother’s influence. I don’t think it’s a flower that really takes center stage, but it has a gentle image, and it’s fluffy and pretty. I think I resemble my mother in my modest way. My mother isn’t the type to come forward that much. For me, sweet pea is a flower that brings back childhood memories with its scent, but I was surprised because I didn’t know that the flower language was “tender memories”. It was perfect for this theme. –Please tell us what you like about Sweet Pea. I think the fluttering flowers and the frills on the hem of the dress are cute. Although the stems are delicate, they are clean and dignified, which is nice, and I really like the sweet scent. When you buy it, the first thing you do is enjoy the scent. I really like the color pink. Nowadays, there are many different colors, but the one my mother used to buy was pale pink, so when I choose for myself, I often buy pink.
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–How did you feel when you heard that your mother’s favorite flowers would be commercialized? I felt a mixture of surprise and joy, but I was really moved and felt like I had received a special present. When I was shown the design for the first time, I was so happy that I wanted to jump for joy because I thought it was exactly as I had imagined. I am truly grateful. “Sweet Pete Pea”
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–What is your favorite item from “Sweet Sweet Pea”? There are so many products out there that I’m having a hard time deciding which one to buy, but I want to have the entire lineup. I want both the
petal-shaped bag in pale green and the online shop-only light blue, and the heart-shaped pouch is also really cute. Also, I really like tissue pouches and collect them, so I definitely want to get my hands on one.
https://prcdn.freetls.fastly.net/release_image/30941/141/30941-141-e2d5589daa2aa98ae2f6dc13ad84c7fc-1600×1200.jpg “Sweet Pete Pea” Shoulder bag (pale green) ¥16,500 (tax included) Approx. 18 x 14 x 2cm Bag (pale green) ¥27,500 (tax included) Approx. 21 x 27 x 10cm Makeup pouch (pale green) ¥12,100 (tax included) Approximately 11 x 10.5 x 7cm Scarf (pale green) ¥17,600 (tax included) Approximately 90 x 90cm
https://prcdn.freetls.fastly.net/release_image/30941/141/30941-141-38ae6ba92a844b53325cca498fab0e46-1600×1200.jpg “Sweet Sweet Pea” Apron (pale green) ¥30,800 (tax included) Total length approx. 80cm Slippers (with heels) (pale green) ¥9,900 (tax included) Approx. 24.5cm –When did you become a Failer fan? I think it was about 10 years ago. I’ve always really liked strawberry designs, and when I happened to be passing by at a department store, I saw Strawberry Field (released in 2016) and thought it was cute. At that time, ivory and navy were on sale, and I couldn’t decide which color to choose, so I bought the navy, my first failer. But I thought the ivory one was cute, so I ended up buying it, and since then I’ve been buying more and more. To be honest, I didn’t know about Feiler until then, and it was a very serendipitous encounter, so I was really surprised that 10 years later I was given such a wonderful
opportunity. –What do you like about Feiler? First of all, it feels good to the touch, and there is a wide range of products, so you can choose the color and motif to suit your mood that day. In terms of functionality, it’s also easy to use. I think it’s great that you don’t need to iron it. However, it looks neat and cute, and it is an essential item for me. For example, when you eat strawberry cake, you can bring along a handkerchief with the same motif. It’s
self-satisfying to secretly sneak in a motif that matches your plans for the day, but the reason I love Feiler is that it makes me feel so happy just by having it in my bag. –What is your favorite motif in Feiler? My favorite is probably the first one I bought, “Strawberry Field.” I still really like it. I love fruit designs, and there are so many other cute ones, so it’s hard to choose the best, but this one, “Sweet Sweet Pea,” is a special design for me. It was a memory that will last a lifetime. I want to use it carefully for a long time. “Sweet Sweet Pea” is a Mother’s Day floral pattern created through co-creation with a customer, a first for Feiler. As per the flower language of sweet pea, we have a wide variety of items that are perfect for Mother’s Day gifts, with designs that are filled with “tender memories” and feelings for mothers. Please choose this as a gift for Mother’s Day this year to express your gratitude to your precious mother. Failor introduction “The heart can always dance.” Feiler (Hohenberg, Germany / Founded in 1948) is a lifestyle brand representing chenille, which is a lifestyle brand that uses ingenuity to create a traditional chenille fabric from the Bavaria region of Germany, producing a wide range of products that decorate a
high-quality lifestyle, such as handkerchiefs with beautiful colors and patterns and gentle textures, interior cloths, pouches, and bags. The high quality of Feiler products is closely tied to family history and is passed down from generation to generation, and continues to be loved as heartfelt gifts for loved ones across generations. And the feeling you get when choosing a handkerchief from over 200 colorful designs. The feeling of excitement in your heart when you suddenly pick up a pouch that feels soft to the touch in your everyday life. Because you can carry it anywhere, you can always summon the thrilling power that everyone has. Our brand message, “The heart can always dance.” embodies our desire to bring color to the lives of many people through “driving sensibilities.” ◆Feiler brand site https://www.feiler-jp.com/ ◆Feiler official online shop
https://feiler.jp ◆Official Instagram/X @feiler_jp Feiler Japan Co., Ltd. http://www.feiler-jp.com/feilerjapan/ Feiler Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo) is a Sumitomo Corporation operating company that imports, plans, and sells the German luxury textile brand “FEILER.” Feiler 97 stores in Japan [including 15 stores of Feiler’s gift concept shop “Lovely by Feiler” and 14 factory outlets] (as of April 1, 2025)
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