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Ages old Japanese crafts & brands target China & Hong Kong
06
Jul '15
In partnership with brands like Dresscamp, Takaoka Lacquer Ware and Oto, men’s luxury brand Fortuna Tokyo will introduce Japanese fashion and craft brands for new customers in Hong Kong and China.

The partnership named ‘The Cool Japan Consortium’ has been partially subsidised by Ministry of Economy, Trade and Industry of Japan under a policy for promoting Japanese traditional crafts to overseas markets.

At first, the consortium will start test marketing activities in Hong Kong and will begin with Fortuna Tokyo and Takaoka Lacquer Ware taking part in the Hong Kong Fashion Week Spring/Summer.

“The consortium is also planning to take part in Hong Kong Fashion Week for Fall/Winter to be held in January 2016, at which all brands of the consortium will be shown,” a Fortuna Tokyo press release said.

Through these activities, the consortium will seek to appoint sales agents and gain access to local department stores as well as select shops in Hong Kong.

The consortium will also conduct promotional activities such as holding press conferences as well as by participating at various exhibitions.

Fortuna Tokyo, a men’s luxury brand brings new and innovative lifestyles to 1,200 years of Japanese craftsmanship.

Many of its products are based on Kyoto Nishijin, considered to be the world’s most beautiful silk weaving methods and which until recently, was only used in the finest kimonos.

Now Fortuna Tokyo combines this ancient Japanese tradition with a creative design philosophy to create unique products for the modern world.

Oto was founded in a period of Japanese history, known as Meiji Era and are the representatives of Kyoto Nishijin weaving group.

The roots of Kyoto Nishijin weaving goes back to the 5th and 6th century, when the craftsman lived in Kyoto, later on called Nishijin district and began to flourish 1,200 years ago.

Takaoka Lacquer Ware was founded in 1909 and since then, has sustained the long history of Japanese Lacquer Ware.

The Japanese Lacquer Ware technique that Takaoka employs was originally from Daimyo Maeda, one of the strong feudal lords in Edo period.

Takaoka’s technique consists of a several methods of lacquer painting, such as blue shell painting, sculpture painting and Chinese painting called Yusuke.

Takaoka’s crafted goods cover a wide range of household implements such as fancy box, paper box, plates, trays, tea utensils, hand mirror and even iPhone cases.

Dresscamp which is owned by At Ones, features products which are made from the design techniques of the original printing methods and has various colour expressions.

According to the press release, a magical atmosphere emanates from dramatic, brilliantly and fashionably designed appearance of Dresscamp products. (AR)

Fibre2Fashion News Desk - India

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