Japan's Tradition, Transformed into Wearable Art. Luxury Upcycle Brand "OMOMUKI" Launches on April 22 (Earth Day)

Bluhen Inc. (Headquarters: Ogaki City, Gifu Prefecture; Representative Director: Yuiko 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 upcycle 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 closets and eventually becoming waste.**

Currently, it is said that approximately 30 million kimonos, worth about 8 trillion yen, are sleeping in Japanese households' closets (※1). Many of these were carefully tailored by artisans in the 1970s and 80s, but with the aging of their owners, 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 production of clothing and footwear accounts for about 8% of total greenhouse gas emissions (※3). Fashion is now an industry inseparable from global environmental issues.

A single piece, embodying the culmination of artisans' skills, is simply becoming waste. Faced with this reality, we believe that Japan's unique 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 & Jewelry Co. (Kimono Marketing Company)
※2 Ministry of the Environment, "FY2020 Survey on Fashion and the Environment"
※3 United Nations Environment Programme (UNEP)

**▼What is OMOMUKI?**
**── Redefining Japanese beauty as wearable art.**

"OMOMUKI" is a luxury upcycle 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 "low cost" 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.

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" poses to the world.

"OMOMUKI" Website: https://omomuki.online/

**▼Features**
**① Fully Made-in-Japan Custom-Made**
The fabrics of used kimonos are never identical. A creation born from a single fabric is inevitably one-of-a-kind in the world. The tailoring by Japanese artisans possesses a texture and presence that cannot be obtained from mass-produced items.

Customers can choose from ready-made dresses, or opt for semi-custom orders where they specify the design and size according to their preferences and purpose. It is also possible to bring in a kimono sleeping in one's own closet and combine it with a preferred design for a custom order.

**② Fusion of Design and Cultural Significance**
While maximizing the beauty of Japanese designs, patterns, and dyeing techniques, the brand elevates them into silhouettes and designs that fit modern lifestyles. It transcends the "kimono" framework, sending wearable art to the global market. It is a unique garment that combines high design with everyday functionality.

**③ Embodying Sustainability as "Luxury"**
Upcycling is positioned not as a means of cost reduction but as a creation of added value. The rarity of materials, the skill of artisans, and the cultural background are the three pillars of value, demonstrating that sustainable choices are the best choices.

**▼About the 'OMOMUKI' Producer**
**Producer Misato Nakahara**
After working in proofreading and editing for web content and English education-related books, she became a freelance English-Japanese translator and reviewer. Currently, she serves as a project manager at Bluhen Inc.

Her encounter with "OMOMUKI" began with a pure sense of inspiration for the beauty and strength of kimonos. However, she was also saddened to learn the reality that many kimonos disappear without ever being worn. As a mother raising children, she herself felt that "I want to wear a kimono, but the effort of dressing is a big hurdle." The desire to "wear it more casually in daily life" naturally led her to the path of breathing new life into kimonos through upcycling.

**▼Bluhen's Role and Mission**
Bluhen, with its mission of "Destroying what should be and creating a sustainable future," will serve as the general agent for "OMOMUKI," handling sales direction and bringing this business to the world.

Disseminating Japan's proud traditional crafts and culture to the world has been a theme we cherish. Kimonos are cultural heritage, embodying Japanese aesthetics and artisan skills, yet their value is now quietly being lost in the depths of closets. Changing this reality is why we are involved in this business.

**▼Future Outlook**
"OMOMUKI" delivers more than just a single garment. From the provision or selection of fabric, through measurement, design, and tailoring, until a truly unique piece arrives in the customer's hands—we will offer this entire process as an unparalleled experience. Our aim is to create special moments that become a part of the wearer's life.

We believe that the cultural depth and beauty of kimonos have the power to move people across borders. While expanding recognition in the domestic market, we will actively pursue expansion into global markets, creating an image of "Japaneseness" as seen through international eyes, through OMOMUKI.

Furthermore, we are considering collaborations with artisan cultures across Japan, such as with Mino ware, a traditional craft proudly produced in Gifu Prefecture, where Bluhen is based.

We welcome inquiries from kimono owners, those who can provide materials, and companies/individuals interested in collaborations.

**◾️About Bluhen Inc.**
Bluhen Inc. operates with the mission of "Destroying what should be and creating a sustainable future," developing businesses that shed light on values dormant in regions and the potential of people whose choices are limited by circumstances.

Our goal is not to "give" a future, but to create a society where everyone can "choose" their future. By transforming old norms and creating sustainable mechanisms that balance social benefit with corporate growth, we continue to challenge ourselves to move society in a better direction.

Website: https://bluhen.org/