UPDATER Co., Ltd. Shift C launches “Shift C Connect” to visualize transparency of domestic fashion brands

[UPDATER Co., Ltd.] Shift C launches “Shift C Connect” to visualize transparency of domestic fashion brands ​
UPDATER Co., Ltd. Press release: April 24, 2025 Shift C launches “Shift C Connect” to visualize transparency of domestic fashion brands A service that disseminates sustainability initiatives to a wide range of consumers through media tie-ups UPDATER Co., Ltd. (location: Setagaya-ku, Tokyo, CEO: Eiji Oishi), which operates a business that sustainably updates social systems, is a media tie-up service that supports the dissemination of information on sustainability initiatives for domestic fashion brands. We would like to inform you that we will start accepting applications for Connect (Shift Sea Connect) from today, April 24th (Thursday).
https://prcdn.freetls.fastly.net/release_image/50516/226/50516-226-b5dc106821793236438ef53c4d71dd54-1280×720.png Background of the start of media tie-up service On April 24, 2013, the Rana Plaza collapse accident that occurred on the outskirts of Dhaka, Bangladesh, strongly demonstrated to the world the poor working conditions and unclear reality of the fashion industry. More than a decade after the tragedy, many issues remain regarding transparency for fashion brands around the world. According to the “Fashion Transparency Index 2023” *2, the average transparency score of the 250 brands evaluated was only 26%, indicating that there is still a long way to go to ensure sufficient transparency in the fashion industry as a whole. Shift C aims to realize evidence-based sustainability in the Japanese fashion market and provide an environment where consumers can easily make the ethical consumption decisions and choices they desire, so we partnered with Good On You (hereinafter referred to as GOY), one of the world’s largest ethical evaluation institutions, and localized its evaluation database. We have opened a website for domestic consumers that allows them to easily search for brands’ ethical levels in Japanese. The site also distributes educational content
specializing in fashion and sustainability for fashion consumers in Japan, and covers a wide range of the latest initiatives and topics within the industry. Shift C also provides services for corporations and brands, such as “Good Measures (GM),” which promotes improved brand sustainability and transparency, and “TADORi Chain Tsuagu (TCT),” an apparel-specific DPP (digital product passport) solution. Through these activities, we became aware of the issue that, even though small and medium-sized brands in Japan are actively
implementing sustainability initiatives, they lack the human resources and time to effectively disseminate this information, resulting in insufficient transparency. Therefore, we would like to utilize the Shift C website, which has readers who are highly interested in ethical consumption and sustainable fashion, and the Instagram (hereinafter referred to as IG) media channel, which has over 10,000 followers, to strongly support the dissemination of information about domestic brands that are sincerely working to improve sustainability and transparency. With this in mind, we are launching a new service, “Shift C Connect,” for domestic corporations and brands, based on the concept of “Connect” between brands and consumers by conveying detailed stories about these brands’ stances and specific initiatives to domestic fashion consumers. Through this service, we will deliver the sincere stance and innovative initiatives of domestic brands on sustainability to a wider audience interested in ethical consumption and sustainable fashion. This creates empathy and deepens the engagement between the brand and consumers. Furthermore, by providing this service, we will contribute to improving the transparency of the Japanese fashion industry as a whole. We hope that brands that actively engage in sustainable initiatives will be duly evaluated, and that this will lead to positive changes in the industry as a whole. Additionally, through Shift C’s media channels, Shift C Connect aims to become a valuable information source for consumers interested in sustainable fashion, and at the same time, become a powerful partner for domestic brands that place emphasis on sustainability to effectively communicate their appeal. Click here for Good Measures (GM): https://shiftc.jp/good-measures/ Click here for TADORi Chain
Tsuagu (TCT): https://shiftc.jp/contents/wp-content/uploads/2025/03/TCTご説明資料_202503.pdf Click here for Shift C services for corporations and brands: https://shiftc.jp/for-business/ *1:
https://issuu.com/fashionrevolution/docs/fashion_transparency_index_2023_jpver_fin Contents of “Shift C Connect” and usage fees for additional options The plans, additional options, and fee structure for the service that we will start offering this time are as follows.
https://prcdn.freetls.fastly.net/release_image/50516/226/50516-226-99f5afcf904f271d71d3f792ed1a284a-3900×2758.jpg In Shift C Connect, writing and distributing articles on the Shift C site, and posting on Shift C official SNS are basically included in the basic plan. With this service, you must always use the basic plan, and you can also select options such as interviews, photography, and the appointment of Shift Changers (official Shift C ambassadors). (Please also refer to the above figure.) ■Option A: Create an article based on interviews. ■Option B: “Photography” of the product that the user wishes to feature ■Option C: “Model cut” (photography of a product using a specific human model) ■Option D: Interview and article creation by Shift Changers. *When using Shift Changers for model cutting, option C must also be selected. ■Option E: Shift Changers will use their own SNS (IG) channel to distribute coverage and support information dissemination. *Can only be selected by users who have used Shift Changers in option D. ■Option F: Reprint and secondary use of the results of this service on users’ own media and SNS. *Only available for 3 months from distribution on the Shift C site. ★Discount services available for brands with high ethical ratings★ Our service focuses on your brand’s transparency and sustainability efforts. In particular, when using this service, brands that have received high ratings of “Good” or “Great” on the GOY and Shift C sites, as well as some brands that use our domestic sustainability and transparency guide tool “Good Measures,” will receive a preferential treatment of up to 10% off the basic plan price. Through this preferential treatment, we will promote the use of brands with high transparency and excellent sustainability performance, and together we aim to realize a sustainable industry. Click here for detailed GOY evaluation method: https://shiftc.jp/how_we_rate/ If you have any other special requests or consultations, please feel free to contact us. In addition, we have prepared terms of use for details about this service and each option, so please contact us and check them as well. *Usage fees and services provided for the basic plan and each option are subject to change without notice. note that.
https://prcdn.freetls.fastly.net/release_image/50516/226/50516-226-0f7063c3b18141bc20de6c52723b39c3-2100×1400.jpg Interview image by Shift Changers (from Shift C site)
https://prcdn.freetls.fastly.net/release_image/50516/226/50516-226-38a8ab32b232435c69b09d91915f75a3-2339×1559.jpg Interview image by Shift Changers (from Shift C site) About Shift C Shift C is one of the SX services that we launched in 2023 when we announced a partnership with GOY, one of the world’s largest ethical rating agencies, with the aim of realizing evidence-based
sustainability in the Japanese fashion market and providing an environment where consumers can easily make the ethical consumption decisions and choices they desire. Shift C website (shiftc.jp) is linked to the GOY database, and allows you to easily check the ethical scores of approximately 6,000 brands including global brands (of which approximately 500 domestic brands)*2 on a five-point scale (excellent, good, here, still further, and other options). By using Shift C, consumers will be able to select fashion brands that have been objectively and fairly rated and make purchases that align with their own values. The site also contains learning content to deepen learning about sustainable fashion, and can be used daily as a media for input. This site has been used by many people, with a maximum of 99,000 page views (PV) and 59,000 unique users (UU) per month in 2024. In particular, 65% of the user base are women, and when looking at the age group, the largest number are 35-44 years old, followed by 25-34 years old, so it is characterized by strong support from women in their 30s and 40s. Additionally, as of April 2025, the number of followers on Shift C’s official Instagram has exceeded 10,000 people. On Instagram, 86% of followers are women, and the most common age group is women aged 35-44, followed by women aged 25-34. Based on these data, it can be said that this site and official Instagram are media that can strongly reach a user group centered on women in their 30s and 40s. ※2: As of April 2025 About UPDATER Co., Ltd. The company name was changed from Minna Denryoku Co., Ltd. on October 1, 2021. As a social update company, we provide SX services for corporations and individuals. “Minna Denryoku”, a renewable energy business that utilizes unique patented blockchain technology to commercialize electricity traceability for the first time in the world, has become one of the top platforms in Japan. In order to realize a “visible lifestyle,” we are developing the wellbeing business “Minna Works” and the ethical procurement business “TADORi.” He has received numerous awards including the Prime Minister’s Award at the 4th Japan SDGs Awards and the Grand Prize in the Project Category at the 2021 NIKKEI Decarbonization Awards. Location: 8F Suntowers Center Building, 2-11-22 Sangenjaya, Setagaya-ku, Tokyo Representative Director: Eiji Oishi Established: May 25, 2011 Capital: 1,407,978,000 yen (Capital reserve: 2,142,178,000 yen) *As of March 31, 2025 Business details: Decarbonization business “Minna Denryoku” and other SX services such as wellbeing and biodiversity Corporate site:
https://www.updater.co.jp/ Contact information for this matter UPDATER Co., Ltd. Strategic Public Relations Team Teshima/Kikugawa TEL: 03-6805-2228 (Reception hours weekdays 11:00-15:00) E-mail:
pr@minden.co.jp