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Isetan Mitsukoshi & Avex Group to launch new hemp line
Mar '15
Tokyo-based entertainment specialist Avex Group Holdings and the Japanese department store group Isetan Mitsukoshi Holdings have come together to launch an exclusive line made using the updated version of Japan’s ancient fabric Taima-fu.

The collection includes made-to-measure apparels and fabrics, designed by more than 30 brands, crafted from the newly developed material called Majotae.

Majotae is a new fabric that has been revived as the modern age version of Taima-fu or hemp, which was used in ancient Japan. The range is a collective effort by Shinichiro Yoshida, head of the Asafu Institute (modern hemp cloth research centre), Genbei Yamaguchi (an authoritative entity on natural fabrics research), and Kyoto Obi-sho Kondaya Genbei X.

Speaking about the material, Hiroshi Ohnishi, president and CEO- Isetan Mitsukoshi Holdings, said in a press release, “This is a natural fabric that can be used throughout the year in various scenes in people’s lives. It has the potential of leading the way to a ‘material revolution’ around the world. We hope that many customers will visit our stores and feel the wonderfulness of ‘Majotae’ by holding the items in their hands.”

The line is part of Isetan Mitsukoshi’s Japan Senses campaign, which aims to revitalise Japan’s forgotten traditions, culture and aesthetics in a contemporary format.

Majotae dries quicker and retains heat better than cotton, and is tough yet becomes soft with repeated use. Apart from fashion, its other applications include furniture, décor fabric and medical uses. (PB)

Fibre2fashion News Desk - India

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