[Onward Holdings Co., Ltd.] DtoC project “CRAHUG” that supports Japanese manufacturing will hold the third roundtable event to “connect makers and consumers”
Onward Holdings Co., Ltd. Press release: November 15, 2024 CRAHUG, a DtoC project that supports Japanese manufacturing, holds the third roundtable event to “connect makers and consumers” ～Inviting students from International Fashion College to provide an experience to learn about Japan’s textile production areas～
https://prcdn.freetls.fastly.net/release_image/33942/169/33942-169-45e0a54b7df3766b5960a3b0617312fe-1334×813.png CRAHUG is a DtoC project that supports Japanese manufacturing, developed by Onward Digital Lab Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Satoshi Yamashita) (URL: https://www.crahug. jp/) will be opening the SUPER ZERO salon-style store that disseminates artisan techniques to the world on Saturday, November 9th. Lab (Super Zero Lab, Minami-Aoyama, Tokyo), we held a roundtable discussion event inviting consumers, “CRAHUG Session~Touch, Wrap, and Know About Stole.~”. “CRAHUG” is a sales collaboration plan that supports Japanese factories and producers in selling and promoting existing products on the group’s official fashion mail order site “ONWARD CROSSET,” and original products from partner companies. We provide sales support under two collaborative plans: a branding plan that supports the development of new products as a brand. As the third roundtable event held by “CRAHUG” under the concept of “connecting the makers who are responsible for Japanese manufacturing and consumers,” in addition to two partner companies that handle woven products such as stoles, international fashion We invited 10 students studying fashion at a professional university. The purpose of this event was to encourage interaction between makers and students, and to think together about the future of manufacturing in Japan. On the day of the event, representatives from the factory brands “nitorito” and “POLS”, which are partner companies that provide sales support, and textile designer Kanako Kajiwara, who serves as the creative director of “CRAHUG”, were on stage. We will introduce the unique fabrics of the production area, the brand’s unique stole manufacturing method, and product design background using videos of inside the factory that you cannot usually see. Afterwards, you can actually hold the products in your hands and interact with students from the International College of Fashion Professionals. We interacted. ■ Event details Image
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https://prcdn.freetls.fastly.net/release_image/33942/169/33942-169-fc447f008d040fd6e0478e1aa83251a9-1220×813.png ■ Participating brands 1. “nitotiro” A textile brand that develops stoles that incorporate the nature and culture of Yonezawa City, Yamagata Prefecture. With pride in being made in YONEZAWA and determined to reach beyond the mountains, we will continue to spread the word from Yonezawa, valuing the craftsmanship of this region. nitorito Co., Ltd. The planning for “nitorito” begins with the materials, and the entire manufacturing process from textile design to production is carried out in Yonezawa. The rich nature of Yonezawa and the warmth of the hearts of the people who live there are connected to the textile image of nitorito. Be confident in the background of this land packed with everything. With the determination to deliver our products across mountains, we face the challenge of manufacturing every day. Representative Director: Kentaro Suzuki Location: Higashi 2-7-163, Yonezawa City, Yamagata Prefecture URL: https://nitorito.com/ 2. “POLS” A textile brand born in 2015 in collaboration with Kanako Kajiwara, creative director of CRAHUG. We will spread the joy of textiles with a focus on interior and fashion items made with jacquard weaving. Maruman Co., Ltd. A yarn-dyed textile manufacturer located in Nishiwaki City, Hyogo Prefecture, known as the production area for the domestic high-quality textile “Banshu-ori.” We offer stoles that are characterized by bright dyeing from the historic Banshu production area and a light texture that sways in the air. Representative Director: Tsuneo Maruyama Address: 405 Nishiwaki, Nishiwaki City, Hyogo Prefecture URL: http://www.maruman-inc.jp/ ■Nitorito Co., Ltd. Comment from Miki Saito
https://prcdn.freetls.fastly.net/release_image/33942/169/33942-169-8312f0b8d715e53cc78f1400976edc12-642×813.png I don’t usually get to know about other production areas, so I was able to learn about the origins of the POLS brand and its progress up to the present, which was a great learning experience for me when it comes to running a brand. I also really felt the energy of the students, and I wanted to continue to take on various challenges and connect them to the future. ■Maruman Co., Ltd. Comment from Aori Ooka
https://prcdn.freetls.fastly.net/release_image/33942/169/33942-169-483714b1e7226e7e693313b4a950e189-774×813.png We rarely have the opportunity to interact with students, so we learned a lot from hearing new opinions about new sales channels and communication methods that are difficult to find from our own perspective. There were many people who said they didn’t know much about the production area, so we hope that this event will be an opportunity for them to do so. I believe this is a step towards the further growth of Banshu-ori. ■Comment from Professor Hideki Hirai, Department of Fashion Business, International College of Fashion Professionals When I had the opportunity to participate in the event, I was surprised that Onward is working on a project like this, and I hope that it will be a success. At school, we teach by studying success stories, but in an era of rapid change, those examples often don’t necessarily apply today. The good thing about this event is that students can learn real-world experiences on the spot and deepen their thinking through team discussions, so I felt it was one of the ideal extracurricular classes. Many of the students’ ideas are interesting, and I hope that they will develop into various initiatives in the future. ■Comment from Gen Tsukagoshi, 2nd year fashion business department, International College of Fashion Professionals There are many things you don’t know about the production area unless you take a class, but I myself was able to learn a lot through this event. When I actually tried the products, I found that many of them were really good, and I heard that there were products that would resonate with overseas users, but it was difficult to approach them, and I felt it was such a waste. However, I felt that even though it was difficult, I could take various approaches, and I wanted to connect my ideas to the future of the production area. ■Comment from Yuko Susumu, 2nd year Fashion Business Department, International College of Fashion Professionals The team discussed how to share the charm of the production area with the world, and I realized once again that I want to further spread Japan’s unique culture overseas. In particular, the younger generation has very few opportunities to experience Japanese culture, so I feel it is important to proactively increase
opportunities to become involved. I thought that they would
communicate with their curiosity and sensibilities that are unique to young people. ■ “SUPER ZERO Lab” overview A stole can be your companion during the cold season. From brands made by Japanese craftsmen We have carefully selected stoles that will brighten up your face and keep you warm when you wrap them in the winter.
https://prcdn.freetls.fastly.net/release_image/33942/169/33942-169-47be408b71d9b24abe60515e0ff264d4-1167×1167.jpg [Period] Friday, November 8, 2024 – Thursday, November 21, 2024 [Business hours] ・November 8th (Friday) – 20th (Wednesday) 11:00-19:00 ・November 21st (Thursday) 11:00-12:00 [Location] SUPER ZEO Lab (Akutagawa Aoyama Building 1F, 5-7-21 Minami-Aoyama, Minato-ku, Tokyo) [Store brand] 『nitorito』 (
https://www.instagram.com/nitorito_nitorito/ ) 『POLS』 (
https://www.instagram.com/pols_pols/ ) 『muto』 (
https://www.instagram.com/muto_stole/ ) ■“CRAHUG” Overview It started in August 2021 with the aim of stabilizing the business foundation by supporting factories and producers nationwide who want to build sustainable business models through self-selling and independence. Kanako Kajiwara, a textile designer and representative of KAJIHARA DESIGN STUDIO Co., Ltd., serves as the creative director. Sales are based on two collaborative plans: a sales collaboration plan that supports sales and promotion of existing products on the group’s official fashion mail order site “Onward Closet,” and a branding plan that supports the development of new products as original brands of partner factories. We are providing support, and from April 2022, we have started cross-border sales of some products to users in Taiwan. Official online site: https://crosset.onward.co.jp/shop/crahug WEB journal site: https://crahug.jp Official instagram:
https://www.instagram.com/crahug.official/ Official YouTube: https://www.youtube.com/channel/UCWleUHrVDyog87C34kfJ92w
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