Toyoshima & Co., Ltd. CANTON, the first denim brand made in Japan, was renamed CANTON OVERALLS in 2008. This time, we have developed denim wear for agriculture through a joint project with members of the student committee of the "Mountain Village Revitalization Project" of Tokyo University of Agriculture and students of the Department of Clothing, Faculty of Home Economics, Kyoritsu Women's University.
The high reputation of "Japan denim" and "Japan jeans" is now established in the world's fashion industry. Denim factories in Japan have both the world's most advanced technology and traditional technology, and are doing creative manufacturing unique to Japan. Jeans, which were born in the western United States in the late 19th century, landed in Japan in the 1950s, when the post-war turmoil continued. Soon after that, “CANTON” was born. Japan's first genuine domestic denim brand that disappeared in 1968 after making its debut in 1963 and taking the world by storm. It is a legendary brand that can never be talked about without this brand to unravel the history of the Japanese jeans world.
Developed denim wear
Product planning meeting
Background of the initiative
"CANTON OVERALLS" not only manufactures and sells regular products, but also as the first domestic denim brand, aims to disseminate and pass on denim wear and jeans in Japan, to convey the appeal to young people, and to create relationships with university students. We have held study sessions. In other industries, in order to review the value of denim wear, which was originally born as workwear, we have developed and sold products in collaboration with various industries such as musicians and restaurants as the “Working CANTON” series. . In addition, in the field of cotton, which is the raw material for denim, which has been our founding business since our founding in 1841, we have established a cross-brand organic cotton business with the aim of continuously cultivating cotton in an environmentally friendly manner and supporting farmers in the country of origin. We are also working on a cotton popularization project.
Started a project with students from both universities
In 2018, the 10th anniversary of the CANTON brand renewal, a project was launched in cooperation with current university students. According to a survey by the Ministry of Agriculture, Forestry and Fisheries*, the domestic farming population in 2018 was approximately 1.75 million people, halving from the 2000 population. We conducted a survey with members of the Tokyo University of Agriculture's "Yamamura Revitalization Project" student committee in order to develop agricultural wear that will revitalize agriculture, such as raising the motivation of farmers. In addition, we asked the students of the clothing department of the Faculty of Home Economics, Kyoritsu Women's University, which boasts a tradition since its foundation, for cooperation, and based on the survey results, we have been designing and developing denim wear that combines functionality and fashion. . This time, through a project with students belonging to both universities, agricultural denim wear has been completed. CANTON OVERALLS will continue to contribute to the revitalization of the denim industry through cross-industrial collaborations and the popularization of denim among young people.
*Ministry of Agriculture, Forestry and Fisheries "Agricultural Labor Force Statistics" http://www.maff.go.jp/j/tokei/sihyo/data/08.html
Cotton as a raw material for denim
CANTON OVERALLS
CANTON was born in 1963 as the first domestic jeans brand in Japan and operated until 1968. In 2008, Toyoshima & Co., Ltd. revived the canton as "CANTON OVERALLS".
http://canton.jp
