Yoichi Ochiai × New Era × Eirakuya: Triple Collaboration Items Featuring Tenugui to Be Released
A triple collaboration featuring items from Eirakuya, a long-established cotton fabric merchant, media artist Yoichi Ochiai, and the global sports and lifestyle brand New Era, will be released on May 13th. Ochiai's art, expressed using traditional tenugui techniques, will be featured on caps and T-shirts by New Era.
📋 Article Processing Timeline
- 📰 Published: May 8, 2026 at 19:00
- 🔍 Collected: May 8, 2026 at 10:31
- 🤖 AI Analyzed: May 9, 2026 at 02:56 (16h 24m after Collected)
Eirakuya, a long-established cotton fabric merchant founded in the early Edo period, is pleased to announce the release of triple collaboration items with media artist Yoichi Ochiai and New Era, a global sports and lifestyle brand, starting Wednesday, May 13, 2026.
From Ochiai's art pieces expressed as tenugui using traditional dyeing techniques, New Era has planned and produced caps and T-shirts using "Computational Nature Counterfactual: Transformation of Null Fluid" as the material. This collaboration marks the fifth continuous collaboration with New Era.
Tenugui "Computational Nature Counterfactual: Transformation of Null Fluid"
This work explores the boundary between existence and non-existence in computational nature, depicting visuals that materialize and fluidly transform, based on the concept of "null" (nothingness), showing how non-existent things take shape and continuously change as a fluid.
It is a work that presents a new ontology and aesthetics through digital technology.
【Product Lineup】*All prices include tax
■ 59FIFTY® Cap 11,000 yen
Based on New Era's iconic 59FIFTY® model, the entire cap uses tenugui fabric. It is a special specification where only one item is produced from a single tenugui.
■ T-shirt 7,700 yen
Based on an oversized short-sleeved T-shirt, tenugui fabric is boldly placed on the back.
*Due to the cutting of the fabric, the pattern of the actual product may differ from the image.
Wearing image by Yoichi Ochiai
For other tenugui collaborations with Yoichi Ochiai, please visit the following page:
https://www.eirakuya.jp/blog/te-null-gui/
【Sales Information】
・Release date: Wednesday, May 13, 2026
・Sales stores: New Era Shinjuku South, Ginza, Shibuya, Yokohama, Chiba, Shinsaibashi, Kobe
・Official online store: https://www.neweracap.jp/collections/yoichi-ochiai-x-eirakuya
*Eirakuya will not be selling these items.
【About Yoichi Ochiai】
Media artist. Born in 1987, began his artistic activities around 2010. His works explore themes of materialization, transformation, and longing for mass in boundary regions. Professor at the University of Tsukuba. Theme project producer for the 2025 Japan International Exposition (Osaka-Kansai Expo). Recent exhibitions include "Kitakyushu Future Creation Art Festival ART for SDGs (Kitakyushu, 2021)", "Ars Electronica (Austria, 2021)", "Hare Tokidoki Leica (Leica Gallery Tokyo, Kyoto, 2023)", "NURUAN: So Soku Ze Jaku ∽ Jaku Soku Ze So (Gallery & Restaurant Butaiura, 2024)", and many others. He also directs collaborations in various fields, such as the "Yoichi Ochiai x Japan Philharmonic Project."
【About New Era】
A global sports and lifestyle brand founded in 1920. Known as the sole official player cap supplier for MLB (Major League Baseball), it offers a wide range of items including headwear, apparel, bags, and accessories, starting with its representative model [59FIFTY®].
【About Eirakuya】
A Kyoto cotton fabric merchant founded in the early Edo period (1615). Before its founding, it served as a purveyor to Oda Nobunaga, receiving the trade name 'Eirakuya' and the family name Hososuji. Later, it transitioned from kimono fabrics to cotton fabrics. Today, as Japan's oldest cotton fabric merchant, it has continued business in Kyoto for fourteen generations and over 410 years, offering tenugui and furoshiki.
From Ochiai's art pieces expressed as tenugui using traditional dyeing techniques, New Era has planned and produced caps and T-shirts using "Computational Nature Counterfactual: Transformation of Null Fluid" as the material. This collaboration marks the fifth continuous collaboration with New Era.
Tenugui "Computational Nature Counterfactual: Transformation of Null Fluid"
This work explores the boundary between existence and non-existence in computational nature, depicting visuals that materialize and fluidly transform, based on the concept of "null" (nothingness), showing how non-existent things take shape and continuously change as a fluid.
It is a work that presents a new ontology and aesthetics through digital technology.
【Product Lineup】*All prices include tax
■ 59FIFTY® Cap 11,000 yen
Based on New Era's iconic 59FIFTY® model, the entire cap uses tenugui fabric. It is a special specification where only one item is produced from a single tenugui.
■ T-shirt 7,700 yen
Based on an oversized short-sleeved T-shirt, tenugui fabric is boldly placed on the back.
*Due to the cutting of the fabric, the pattern of the actual product may differ from the image.
Wearing image by Yoichi Ochiai
For other tenugui collaborations with Yoichi Ochiai, please visit the following page:
https://www.eirakuya.jp/blog/te-null-gui/
【Sales Information】
・Release date: Wednesday, May 13, 2026
・Sales stores: New Era Shinjuku South, Ginza, Shibuya, Yokohama, Chiba, Shinsaibashi, Kobe
・Official online store: https://www.neweracap.jp/collections/yoichi-ochiai-x-eirakuya
*Eirakuya will not be selling these items.
【About Yoichi Ochiai】
Media artist. Born in 1987, began his artistic activities around 2010. His works explore themes of materialization, transformation, and longing for mass in boundary regions. Professor at the University of Tsukuba. Theme project producer for the 2025 Japan International Exposition (Osaka-Kansai Expo). Recent exhibitions include "Kitakyushu Future Creation Art Festival ART for SDGs (Kitakyushu, 2021)", "Ars Electronica (Austria, 2021)", "Hare Tokidoki Leica (Leica Gallery Tokyo, Kyoto, 2023)", "NURUAN: So Soku Ze Jaku ∽ Jaku Soku Ze So (Gallery & Restaurant Butaiura, 2024)", and many others. He also directs collaborations in various fields, such as the "Yoichi Ochiai x Japan Philharmonic Project."
【About New Era】
A global sports and lifestyle brand founded in 1920. Known as the sole official player cap supplier for MLB (Major League Baseball), it offers a wide range of items including headwear, apparel, bags, and accessories, starting with its representative model [59FIFTY®].
【About Eirakuya】
A Kyoto cotton fabric merchant founded in the early Edo period (1615). Before its founding, it served as a purveyor to Oda Nobunaga, receiving the trade name 'Eirakuya' and the family name Hososuji. Later, it transitioned from kimono fabrics to cotton fabrics. Today, as Japan's oldest cotton fabric merchant, it has continued business in Kyoto for fourteen generations and over 410 years, offering tenugui and furoshiki.