Nursery Field and Fashion Brand "Co-create" - Social Welfare Corporation Tokyo Jido Kyokai and "UNITED ARROWS green label relaxing" Jointly Produce Collaboration T-shirts

The poster models are, once again this year, the children of the nursery.
Established in 1930, Social Welfare Corporation Tokyo Jido Kyokai (Head Office: Chiyoda-ku, Tokyo; Chairman: Masayuki Kikuchi; URL: https://tokyojidokyokai.com/), which operates 24 authorized nursery schools and certified childcare centers in Tokyo, has jointly planned and produced original T-shirts in collaboration with the fashion brand "UNITED ARROWS green label relaxing," operated by UNITED ARROWS Ltd.
This initiative marks its fourth year and has provided approximately 2,000 children attending the nursery schools and childcare centers operated by the corporation with free T-shirts.
Staff members actively provided opinions while touching fabric materials.
This year's T-shirt production reflected the voices of staff who interact daily with children, such as childcare workers, nutritionists, and nurses, more than ever before. We prioritized not only "making children want to wear them every day" but also "making staff feel positive about childcare themselves," and proceeded with production as a "co-creation project" where the childcare field and a company create value together.
This initiative not only brightens children's daily lives but also serves as a new endeavor to deliver the sentiments of people working in childcare to society.
■ Overview of Collaboration Product
For this T-shirt production, the planning proceeded with "making not only children but also staff who interact with children daily smile" as an important theme.
In the childcare setting, clothing is not just a daily necessity but also an important presence that brightens children's feelings and fosters communication.
Therefore, through interviews with on-site staff, we incorporated many perspectives unique to the childcare field, such as:
Ease of movement, ease of wearing, ease of dressing
Ease of washing
Child-friendly color schemes
Designs that make children feel cheerful in their daily nursery life
With a bright logo combining the corporation's image color and the "g" of "UNITED ARROWS green label relaxing."
The design adopted color schemes inspired by children's free ideas and energetic daily lives. The T-shirts are finished with designs that naturally bring smiles during nursery life.
T-shirts that children "want to wear," and that staff can face children with a positive attitude. This garment was produced valuing both these aspects.
Furthermore, this initiative is also an effort to enrich children's daily experiences through the collaboration of different fields—a fashion brand and the childcare setting.
By combining the design and creative power of a company with the understanding of children and daily life perspectives from the childcare field, it leads to the creation of new value beyond mere provision of goods.
*This product is not for sale.
■ Corporate Column Introducing the Behind-the-Scenes Production
We have also published a corporate column introducing this year's production process and the thoughts of the staff.
https://tokyojidokyokai.com/column/9940
■ About Social Welfare Corporation Tokyo Jido Kyokai
Social Welfare Corporation Tokyo Jido Kyokai will soon celebrate its 100th anniversary since establishment. Based on the "childcare know-how" cultivated over many years, we continue our activities with the aim of realizing a childcare environment supported by society as a whole. We are developing various collaborative activities as a "big home" that supports children's growth, in cooperation with local communities and diverse companies/organizations.
This T-shirt production is part of that effort, and the collaboration with "UNITED ARROWS green label relaxing," which is popular with many people, has been realized.
■ About "UNITED ARROWS green label relaxing"
Be Happy ~Stylish Everyday for Your Heart~
A shop that perfectly fits various lifestyles, equipped with just the right amount of trendiness.
A brand of clothing and goods that offers "things" and "experiences" that enrich the heart with new discoveries each time you visit.
We want you to spend comfortable days with just the right amount of trendiness adding color to your personal style.
It is a shop with the concept of "Be happy," where you can find something that perfectly fits your various lifestyles.
This collaboration with Tokyo Jido Kyokai is in its fourth year. Every year, bright colors and playful designs joyfully adorn the lives of nursery school children.
https://www.united-arrows.co.jp/brands/glr/
■ Comment: Genki Kikuchi (Director of Corporate Strategy Office, Social Welfare Corporation Tokyo Jido Kyokai)
This year too, "UNITED ARROWS green label relaxing