Yoichi Ochiai x New Era x Eirakuya: Triple Collaboration Items Using Tenugui to Be Released

Eirakuya, a long-established cotton fabric merchant founded in the early Edo period, is pleased to announce that triple collaboration items with media artist Yoichi Ochiai and global sports and lifestyle brand New Era will be released on Wednesday, May 13, 2026.

New Era has planned and produced caps and T-shirts using "Counterfactual of Computer Nature: Transformation of Null - Fluid," one of Mr. Ochiai's art pieces expressed as a tenugui using traditional dyeing techniques. This collaboration marks the fifth continuous collaboration with New Era.

Tenugui "Counterfactual of Computer Nature: Transformation of Null - Fluid"

This work explores the boundary between existence and non-existence in computer nature, depicting a visual that materializes and fluidly transforms the concept of "null" (void), showing how something non-existent takes form and continuously changes 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 cap is produced from one tenugui.

T-shirt 7,700 yen Based on an oversized short-sleeved T-shirt, tenugui fabric is boldly placed on the back.

*Please note that the pattern of the actual product may differ from the image due to fabric cutting.

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 sell these items.

[About Yoichi Ochiai] Media artist. Born in 1987, began his artistic activities around 2010. His works explore themes of materialization, transformation, and reverence for mass in boundary areas. Professor at the University of Tsukuba. Theme project producer for the 2025 Japan International Exposition (Osaka-Kansai Expo). Recent exhibitions include "Kitakyushu Mirai Creation Art Festival ART for SDGs (Kitakyushu, 2021)," "Ars Electronica (Austria, 2021)," "Sunny sometimes Leica (Leica Gallery Tokyo, Kyoto, 2023)," and "NULL-AN: So Soku Ze Jaku ∽ Jaku Soku Ze So (Gallery & Restaurant Butaiura, 2024)." He also engages in various collaborations, such as the production of 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 its representative 59FIFTY® model, headwear, apparel, bags, and accessories.

[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 and was granted the name "Eirakuya" and the family name "Hosotsuji." Later, it transitioned from kimono fabric to cotton fabric. Today, as Japan's oldest cotton fabric merchant, it has continued business for over 410 years and fourteen generations in Kyoto, offering tenugui, furoshiki, and other items.