Japanese Tradition as Wearable Art: Luxury Upcycling Brand 'OMOMUKI' Launches on April 22 (Earth Day)
Brewen Inc. is launching 'OMOMUKI,' a luxury upcycling brand for kimonos, on April 22, 2025 (Earth Day). The brand aims to give new value to approximately 30 million kimonos lying dormant in wardrobes and promote sustainable fashion globally.
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Brewen Inc. (Headquarters: Ogaki City, Gifu Prefecture; Representative Director: Yuko Tanaka), which operates with the mission of 'Destroying what should be and creating a sustainable future,' has signed a contract to undertake the sales direction of 'OMOMUKI,' a luxury upcycling brand for kimonos. Sales activities will commence on April 22, 2025, 'Earth Day,' a day when global environmental awareness is heightened.
## ▼Background
── Approximately 30 million kimonos. The reality of kimonos sleeping in wardrobes and eventually becoming waste.
Currently, it is said that approximately 30 million kimonos, worth about 8 trillion yen, are dormant in Japanese households' wardrobes (※1). Many of these were carefully tailored by artisans in the 1970s and 80s, but as their owners age, they are passed down to the next generation and are often discarded due to difficulties in handling them.
The problem of clothing waste is not limited to kimonos. Data from the Ministry of the Environment shows that approximately 500,000 tons of clothing are incinerated or landfilled annually (※2), and the United Nations Environment Programme (UNEP) reports that global apparel and footwear production accounts for about 8% of total greenhouse gas emissions (※3). Fashion is now an industry inseparable from global environmental issues.
A piece imbued with the pinnacle of artisanal skill simply becoming waste──. Faced with this reality, we believe that the unique Japanese value of "mottainai" (a sense of regret concerning waste) should now be embodied and shared with the world. On Earth Day, we will send the answer of kimono upcycling to the world.
※1 Survey by Kimono to Hosokusha (Kimono Marketing Company)
※2 Ministry of the Environment, "FY2020 Survey on Fashion and Environment Business"
※3 United Nations Environment Programme (UNEP)
## ▼What is OMOMUKI?
── Redefining Japanese beauty as wearable art.
'OMOMUKI' is a luxury upcycling brand with the concept of "Embracing traditional beauty and soaring to the world." It breathes new life into kimonos imbued with history, redefining them as sophisticated garments that blend into modern daily life.
Ecological initiatives are often associated with images of being "inexpensive" or "simple." However, 'OMOMUKI' aims for the exact opposite. It is a luxurious experience that brings new light to carefully selected valuable materials, revived with "Made in Japan" quality, handcrafted one by one by Japanese artisans. Sustainability is not about giving up richness. This single garment will be the proof of that.
Beyond merely regenerating clothing, it creates a sustainable cultural form through the inheritance of traditional techniques and the effective utilization of materials. Delivering the timeless beauty of Japan as wearable art──that is the message 'OMOMUKI' conveys to the world.
'OMOMUKI' Website: https://omomuki.online/
## ▼Background
── Approximately 30 million kimonos. The reality of kimonos sleeping in wardrobes and eventually becoming waste.
Currently, it is said that approximately 30 million kimonos, worth about 8 trillion yen, are dormant in Japanese households' wardrobes (※1). Many of these were carefully tailored by artisans in the 1970s and 80s, but as their owners age, they are passed down to the next generation and are often discarded due to difficulties in handling them.
The problem of clothing waste is not limited to kimonos. Data from the Ministry of the Environment shows that approximately 500,000 tons of clothing are incinerated or landfilled annually (※2), and the United Nations Environment Programme (UNEP) reports that global apparel and footwear production accounts for about 8% of total greenhouse gas emissions (※3). Fashion is now an industry inseparable from global environmental issues.
A piece imbued with the pinnacle of artisanal skill simply becoming waste──. Faced with this reality, we believe that the unique Japanese value of "mottainai" (a sense of regret concerning waste) should now be embodied and shared with the world. On Earth Day, we will send the answer of kimono upcycling to the world.
※1 Survey by Kimono to Hosokusha (Kimono Marketing Company)
※2 Ministry of the Environment, "FY2020 Survey on Fashion and Environment Business"
※3 United Nations Environment Programme (UNEP)
## ▼What is OMOMUKI?
── Redefining Japanese beauty as wearable art.
'OMOMUKI' is a luxury upcycling brand with the concept of "Embracing traditional beauty and soaring to the world." It breathes new life into kimonos imbued with history, redefining them as sophisticated garments that blend into modern daily life.
Ecological initiatives are often associated with images of being "inexpensive" or "simple." However, 'OMOMUKI' aims for the exact opposite. It is a luxurious experience that brings new light to carefully selected valuable materials, revived with "Made in Japan" quality, handcrafted one by one by Japanese artisans. Sustainability is not about giving up richness. This single garment will be the proof of that.
Beyond merely regenerating clothing, it creates a sustainable cultural form through the inheritance of traditional techniques and the effective utilization of materials. Delivering the timeless beauty of Japan as wearable art──that is the message 'OMOMUKI' conveys to the world.
'OMOMUKI' Website: https://omomuki.online/