Takatoshi Furusho: Wearing the Local

I am the sixth-generation president of Furusho Honten Co., Ltd., a company headquartered in Kumamoto that is celebrating its 148th year since its founding.

Founded in 1877 (Meiji 10), our company began with the clothing business and has since developed into a long-established enterprise with diversified operations, including textile wholesale, manufacturing and retail, IT equipment, construction-related materials, and mobile phone sales.

To continue contributing to the region, we have established a management philosophy called "Co-creating Inspiration." This refers to an initiative where employees and partner companies align in the same direction to provide products and services that exceed customer expectations, creating inspiration together. The symbol that embodies this philosophy is the fashion brand "ubusuna," which we launched in 2022.

As you are aware, the clothing industry has faced a harsh environment in recent years. Sales floors in commercial facilities are shrinking, and the industry as a whole is losing its vitality. The business model of mass production and mass consumption is becoming increasingly out of step with the times from a sustainability perspective. Therefore, we turned our attention back to the "value of small-batch production that spares no effort." We realized that the answer actually lies right at our feet—within the local region.

We want to utilize indigenous Japanese techniques that do not place a burden on nature in our garment making, and connect the skills and cultures that are disappearing across various regions to the future. Furthermore, by fusing Japanese aesthetics with the three-dimensional design philosophy cultivated in the West, we want to deliver clothing that allows people around the world to experience "Japanese beauty and comfort." "ubusuna" was born from these desires.

The brand name "ubusuna" is derived from the ancient Japanese word for "the land of one's birth." In the past, Japanese clothing was born from the climate, culture, and the skills of craftsmen, and circulated across generations as second-hand clothes or scraps. This is the polar opposite of modern fast fashion, which is predicated on mass consumption and mass disposal. I feel a great deal of potential and charm in the sensibility of "ubusuna clothing"—clothes that live and circulate together with the land and the people.

It is not easy to make a business viable while protecting local materials and handiwork. However, I believe that continuing to do so leads to the succession and development of culture, creating value that no other brand possesses.

Moving forward, we will continue to walk this path through "ubusuna," supported by all our fans.