Shift C Launches Black Re-Dyeing Service with Kyoto Montsuki on July 4 'Fashion Repair Day'

Updater Inc. (Headquarters: Setagaya-ku, Tokyo; CEO: Eiji Oishi), a company aiming to update society through lifestyle innovation, announces that its sustainable fashion media platform 'Shift C (Shift Sea)' (Editor-in-Chief: Yuko Urata) will feature three articles on July 4—'Fashion Repair Day'—highlighting ways to enjoy clothing longer without discarding them.

In collaboration with Kyoto Montsuki Co., Ltd. (Headquarters: Kyoto City, Kyoto Prefecture; CEO: Toru Arakawa), a dyeing specialist with over 110 years of history, Shift C has started accepting applications today via its website for a black re-dyeing service called 'KUROZOME REWEAR FROM KYOTO.'

The featured articles introduce various methods to extend garment life, including re-dyeing, darning, and sustainable brand initiatives. Additionally, through the re-dyeing service using Kyoto Montsuki’s proprietary black-dyeing technology, Shift C offers readers a practical entry point to actively choose 'not to discard' their clothes.

Shift C aims to expand new ways of engaging with fashion—not just by 'knowing' about sustainable fashion, but by delivering actionable choices that can be integrated into daily life.

July 4 is 'Fashion Repair Day'

July 4 is designated as 'Fashion Repair Day,' based on the wordplay '0704' sounding like 'repair' (o-naoshi). It aims to promote a culture of repairing and remodeling clothing, shoes, and bags to use them for longer.

However, in Japan, approximately 506,000 tons of clothing are discarded annually from households and ultimately processed domestically without reuse, according to the Ministry of the Environment※1. Many still-wearable clothes are being discarded due to fading, stains, yellowing, or reduced wearing opportunities.

As 'discard when unwearable' becomes the norm, 'Fashion Repair Day' serves as a reminder to reconsider our relationship with clothing.

In response to this issue, Shift C seeks to normalize alternatives such as 'repair,' 're-dye,' and 'wear again' before 'discard.' By reintroducing previously published articles and launching the black re-dyeing service, Shift C creates a pathway for readers to move from 'awareness' to 'action.'

※1 Source: Ministry of the Environment, 'Survey on Promotion Measures for Circular Fashion 2024 Edition: Material Flow of Clothing,' Reiwa 6 https://www.env.go.jp/content/000312877.pdf

3 Shift C Articles to Read on 'Fashion Repair Day'

Shift C has consistently shared ways to extend the life of clothing. In honor of 'Fashion Repair Day' on July 4, here are three articles offering insights on enjoying clothes without discarding them.

- Article ①

'Redyeing Techniques That Give Clothes a New Life: From Trusted Workshops to Coffee Dyeing at Home' Published: January 28, 2025 URL: https://shiftc.jp/2025/01/28/how-to-redye-clothes/

This article presents re-dyeing as an alternative to discarding faded or soiled clothes. It offers tips on how to revive garments, from using professional dyeing workshops to DIY re-dyeing ideas at home.

- Article ②

'Repair and Wear Longer Without Throwing Away! Reviving Favorites with Sustainable Darning' Published: February 17, 2025 URL: https://shiftc.jp/2025/02/17/darning/

This article showcases 'darning'—a repair technique that transforms holes and frays into aesthetic features rather than hiding them. It introduces ways to keep wearing favorite garments longer and more personally.

- Article ③

'[2026 Updated] Top 10 Japanese Sustainable Brands Highly Rated by Shift C' Published: July 8, 2025 URL: https://shiftc.jp/2025/07/08/sustainable-brand-from-japan-2025/

This article introduces Japanese brands selected based on Shift C’s ethical evaluation criteria. The featured brand '10YC' lists Kyoto Montsuki as its dyeing partner, highlighting the brand’s craftsmanship background and commitment to long-lasting clothing.

Launch of Black Re-Dyeing Service with Kyoto Montsuki

In alignment with 'Fashion Repair Day,' Shift C has launched the 'KUROZOME REWEAR FROM KYOTO' service in partnership with Kyoto Montsuki. Clothes with fading, stains, or yellowing can be transformed into wearable garments again through re-dyeing. To enable readers who have learned about 'non-disposal options' through articles to take immediate action, Shift C has integrated a service application pathway directly on its website.

What is Kyoto Montsuki’s 'Shinkuro (Deep Black) Processing'?

Founded in 1915 (Taisho 4), Kyoto Montsuki has spent over 100 years in Kyoto specializing exclusively in dyeing 'black.' Its core business is dyeing 'Kuro Montsuki'—the most formal kimono worn at weddings, funerals, and other ceremonies. The company has long pursued the depth, beauty, and colorfastness of black, ensuring it does not bleed even with sweat or friction.

The application of this expertise to Western clothing is their proprietary 'Shinkuro (Deep Black) Processing.' By applying special treatment to fibers to reduce light reflection, it achieves a deep, rich black that typical black dyeing cannot replicate.

Rather than simply dyeing garments black, this process revitalizes clothes affected by fading or stains, preserving their original texture and character while making them desirable to wear again.

Service Overview

- Service Name: KUROZOME REWEAR FROM KYOTO

- Description: A service that uses the black-dyeing technology of Kyoto Montsuki—a dyeing atelier founded in 1915 and dedicated to perfecting 'black' for over a century in Kyoto—to re-dye garments with fading or stains into pieces people want to wear again.

- Application Start Date: July 4, 2026 (Saturday) ※Aligned with 'Fashion Repair Day'

- Application Method: Applications open via the service page on the Shift C website. After applying, users receive an ID to include when shipping their garments. Once dyed, the garments are delivered back to their home. The entire process—from application to delivery—is completed online.

- Limited-Time Campaign

To commemorate the service launch, a 5% discount campaign will run until July 31, 2026 (Friday). This special pricing offers a unique opportunity to re-enjoy garments with fading or stains before discarding them. Apply here: https://shiftc.jp/kyoto-montsuki/

- Eligible Garments: Accepts garments primarily made of natural fibers containing at least 50% cotton, linen, wool, or silk. ※Excludes polyester and similar synthetic materials