Godiva's 100th Anniversary Milestone: A Grateful Full Renewal of Uniforms After 12 Years
Godiva Japan has introduced new uniforms designed by Akira Minagawa of the fashion and textile brand "minä perhonen" on April 1, 2026, to commemorate its 100th anniversary. This initiative, dubbed "The Passion of the Brand Told Through Attire Project," aims to enhance the in-store experience and elevate the working environment.
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- 📰 Published: April 8, 2026 at 21:00
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Godiva Japan Inc. (Minato-ku, Tokyo) launched the "The Passion of the Brand Told Through Attire Project" to commemorate its 100th anniversary, introducing new uniforms designed by Akira Minagawa, designer of the fashion and textile brand "minä perhonen," starting April 1, 2026 (Wednesday).
Godiva, which began in 1926 as a small family-owned chocolate workshop by Belgian chocolatier Pierre Draps, celebrates its 100th anniversary in 2026. To commemorate this, the uniform renewal project, "The Passion of the Brand Told Through Attire Project," was launched.
This project was implemented as an initiative to re-visualize the brand's values, welcoming Akira Minagawa of "minä perhonen" as the designer. The symbolic red adopted for the uniforms expresses the passion at the core of the brand. In terms of design, Godiva's history and philosophy are woven into the details, such as the piping on the collar inspired by Godiva's heart-shaped chocolates (Coeur) and four-leaf clover buttons. The four leaves symbolize the feelings for all those involved. In addition, through repeated hearings with store staff, the design pursued ease of movement and comfort, balancing beauty and functionality, and refreshing the attire to support the in-store experience.
Starting with this initiative, we will promote further evolution of the in-store experience and sophistication of the working environment.
## Godiva 100th Anniversary Project: The Passion of the Brand Told Through Attire ~The Story of New Uniforms Born from a Dialogue with Akira Minagawa~
When designer Minagawa started his brand, he wrote the words "A brand that lasts at least 100 years" on paper. "minä perhonen" continues its activities, always thinking 100 years ahead, cherishing those words. Godiva's decision to change its uniforms on its 100th anniversary is an initiative looking ahead to the next 100 years, and the encounter with Akira Minagawa at such a timing was truly fateful.
The beginning was "color." "Changing uniforms significantly changes the brand's image." The dialogue that began with these words symbolized Godiva's new step. Akira Minagawa's proposal was a vibrant "red" instead of the traditional brown. It was a choice that symbolized the brand's "heart" and combined passion with dignity.
The dedication of Akira Minagawa, who values ideas and ingenuity born from individuality and handwork, creating and designing from fabric, and Godiva's craftsmanship, which carefully creates each piece of chocolate, embody the mutual feelings and spirit born from meticulous manufacturing.
## Thoughts Behind the Design
The design of the new uniforms incorporates Godiva's heart shape.
Godiva, which began in 1926 as a small family-owned chocolate workshop by Belgian chocolatier Pierre Draps, celebrates its 100th anniversary in 2026. To commemorate this, the uniform renewal project, "The Passion of the Brand Told Through Attire Project," was launched.
This project was implemented as an initiative to re-visualize the brand's values, welcoming Akira Minagawa of "minä perhonen" as the designer. The symbolic red adopted for the uniforms expresses the passion at the core of the brand. In terms of design, Godiva's history and philosophy are woven into the details, such as the piping on the collar inspired by Godiva's heart-shaped chocolates (Coeur) and four-leaf clover buttons. The four leaves symbolize the feelings for all those involved. In addition, through repeated hearings with store staff, the design pursued ease of movement and comfort, balancing beauty and functionality, and refreshing the attire to support the in-store experience.
Starting with this initiative, we will promote further evolution of the in-store experience and sophistication of the working environment.
## Godiva 100th Anniversary Project: The Passion of the Brand Told Through Attire ~The Story of New Uniforms Born from a Dialogue with Akira Minagawa~
When designer Minagawa started his brand, he wrote the words "A brand that lasts at least 100 years" on paper. "minä perhonen" continues its activities, always thinking 100 years ahead, cherishing those words. Godiva's decision to change its uniforms on its 100th anniversary is an initiative looking ahead to the next 100 years, and the encounter with Akira Minagawa at such a timing was truly fateful.
The beginning was "color." "Changing uniforms significantly changes the brand's image." The dialogue that began with these words symbolized Godiva's new step. Akira Minagawa's proposal was a vibrant "red" instead of the traditional brown. It was a choice that symbolized the brand's "heart" and combined passion with dignity.
The dedication of Akira Minagawa, who values ideas and ingenuity born from individuality and handwork, creating and designing from fabric, and Godiva's craftsmanship, which carefully creates each piece of chocolate, embody the mutual feelings and spirit born from meticulous manufacturing.
## Thoughts Behind the Design
The design of the new uniforms incorporates Godiva's heart shape.