Cashmere and silk denim as Momotaro eyes global expansion
11/07/2024
New products will include Tokuno Blue, which uses finer weft threads to accentuate the indigo colour; denim blends with silk and cashmere; and a unique dye process using natural Japanese indigo and traditional ash fermentation dyeing methods.
The brand said it views denim not merely as a fashion item but as “a beautiful tool that enriches life and captures the daily experiences of its wearer over time”.
“By inheriting and evolving the values of traditional Japanese techniques and the local craftsmanship spirit that our brand has always cherished, we aim to propose denim that can be embraced by an even wider audience,” it added.
The aim is to combine modernised design with artisanal craftsmanship, with creative direction by agency Simone, led by Kaie Murakami.
Momotaro will open a store Shinmonzen-dori in Kyoto on July 13, and launch a new website and logo on the same day.
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