Pros and cons of lockdown for Boncoura
Founder of Japanese denim brand Boncoura, Hisashi Morishima, has revealed mixed fortunes regarding the effects of covid-19 on his collection for autumn-winter 2020-2021.
Mr Morishima was able to complete all processes for this new collection, including confirming samples and sharing the ideas with customers and fashion associates, before the state of emergency began in Japan in response to covid-19.
However, most of the retailers the Osaka-based brand supplies then went into months of lockdown and Boncoura was unable to deliver its new collection to these points of sale.
Orders have fallen in comparison to this time last year, but Mr Morishima insists his brand has an important advantage. It says it never “chases trends” and always fills its collections with garments that the founder, who describes himself as “a big fan of denim” wants to wear.
In a recent statement, he said: “A brand with strong character that is well supported by loyal customers will be able to survive this difficult period.”
Boncoura has devoted some of its time during lockdown to the completion of a special dedicated detergent for denim, calling it Jab Jab. It has taken several years and “hundreds of trials”, but it now believes it has created “the perfect mix”.
Jab Jab is biodegradable and environmentally friendly, the company says, bringing out “the original texture of denim by making the best use of the indigo”. Boncoura insists that it is possible remove dirt and odour without making denim susceptible to discolouration.
See Inside Denim Issue Two - available as an ezine on the Magazine page - for a closer look at Boncoura.
Image credit: Boncoura
