Providing New Value Born from Environmental Consideration: 'E STANDARD RE:born Project × ESTNATION'
Hair care brand E STANDARD launched the 'RE:born' project, using upcycled leftover apparel fabric for gift box ribbons. Resales and product handling will begin at the ESTNATION Roppongi Hills store in May 2026.
📋 Article Processing Timeline
- 📰 Published: May 16, 2026 at 04:00
- 🔍 Collected: May 15, 2026 at 19:32
- 🤖 AI Analyzed: May 15, 2026 at 21:13 (1h 40m after Collected)
Starting March 1, 2025, the collaborative project 'RE:born' with the Japanese hair care brand was launched.
Resales will start at the ESTNATION Roppongi Hills store from May 2026, and handling of hair care products will also begin.
'RE:born' is an original E STANDARD gift box with a ribbon that utilizes leftover fabric, which is one of the major environmental issues in the apparel industry.
In the apparel industry, unsold clothes and leftover fabric place a significant burden on the environment, with an annual disposal volume of about 5 million tons worldwide. Converted to T-shirts (approx. 200g each), this equates to approximately 25 billion shirts.
We thought we could create new value by utilizing leftover fabric for the gift boxes exclusively for the highly demanded E STANDARD series, leading to the start of this project based on the idea to 'make ribbons using leftover fabric and use them for gift boxes.'
Gift boxes: Left) 330 yen (tax included) Right) 550 yen (tax included)
From May 2026, we will start carrying hair care products.
is a hair care brand originating from Japan that pursues what is 'good' for hair, skin, and the natural environment, paying close attention to every detail such as ingredients, water, and fragrance. It proposes total care that delivers what is needed to where it is needed, leading to beautiful hair.
[Available Stores]
ESTNATION Roppongi Hills store
[Available Products]
■ STANDARD SERIES 250ml 3,630 yen
E STANDARD Shampoo
E STANDARD Treatment Medulla Nutrition
E STANDARD Treatment Cuticle Nutrition
■ DAMASK ROSE SERIES 250ml 3,630 yen
E STANDARD Shampoo Damask Rose
E STANDARD Treatment Medulla Nutrition Damask Rose
E STANDARD Treatment Cuticle Nutrition Damask Rose
■ SCALP SERIES 250ml 3,630 yen
E STANDARD Shampoo Scalp
E STANDARD Treatment Scalp
■ POSITIVE REPAIR SERIES 250ml 3,630 yen
E STANDARD Shampoo Positive Repair
E STANDARD Treatment Positive Repair
■ Others
- Body Serum Wash
- Hair Serum
- Hair Milk
- Hair Oil
- Travel Set