July 7 (Tue.) ~ July 31 (Fri.) At the 2021 SS exhibition to be held at the company's Tokyo Head Office (Kanda Iwamotocho, Chiyoda-ku), an organic cotton yarn "TRUECOTTON that can identify "farms and spinning factories" that promote fashion traceabilityYou can see the lineup of new spring/summer materials using "Smart Room Concept" booth that realizes a rich lifestyle with fashion × technology composed of multiple smart wear usage scenes. This time, we will divide the time zone and make a reservation system to avoid crowded situations.
The spring/summer 2021 materials of the traceable organic cotton yarn brand "TRUECOTTON" (True Cotton), where you can see the producer's face, are "TRUECOTTON" and hemp and TencelWe have a rich lineup of blends of sustainable materials. Please take a look at the samples that achieve a refreshing feeling, touch, hygroscopicity, etc.
The "Smart Room Concept" uses a woman in her 30s who is a mother of one child working at the fashion brand headquarters as a persona, and expresses how busy working women live healthy and smart lives in the 5G world using ICT technology of smart wear. Everyone can also experience some smart wear.
■About the traceable organic cotton thread "TRUECOTTON "
TRUECOTTON is a yarn made from organic cotton carefully cultivated by people working in a healthy and safe working environment on the rich farms of the Turkish spinning group “UCAK TEKSTIL”. Currently, organic cotton is grown in various places around the world, but it is very difficult to clearly trace which farm and under what conditions it was grown. TRUECOTTON proposes a new value in selecting products, where we can see the face of the producer who raised the cotton that touches our skin, just as we choose the ingredients we eat with a focus on the production area and organic. At TOYOSHIMA, we have a stock of traceable organic cotton yarns and fabrics, and can handle everything from raw materials to finished products across the company.
■ TRUECOTTON 's charity project “Save nature and the animals project”
To commemorate the debut of TRUECOTTON, a charity project “Save nature and the animals project” was started. This is an initiative to donate the profits of various items produced by international brands, domestic brands, and celebrities at TRUECOTTON to the activities of WWF JAPAN.
As the first step of the project, four collaborators will design and sell mask cases using TRUECOTTON this summer. A panel will be held to present the details of the efforts of the four collaborators. (Models Mayumi Sada, Rena Takeshita, Yu Yamada, stylist Kei Shirahata, etc.)
Last year, TOYOSHIMA formed a partnership with WWF JAPAN (World Wide Fund for Nature), and has been working on specific improvement plans and goal setting for "water stewardship" and "procurement of natural ingredients."
About TOYOSHIMA 's "Smart Room Concept"
With the spread of 5G and ICT, TOYOSHIMA aims to improve the ability to make proposals to business partners and expand the scope of proposals.
In 2017, we launched CVC (Corporate Venture Capital).
Among them, Xenoma Co., Ltd., an IT venture company from the University of Tokyo, is producing "smart apparel (IoT clothes)" that can acquire vital data such as body movement, heart rate and electrocardiogram just by wearing it.
We are confident that the combination of Xenoma's technology and TOYOSHIMA 's apparel network will enable us to realize a society where the clothes we wear every day can promote health and protect our lives.
Triggered by our collaboration with Xenoma Co., Ltd., we are collaborating with various smartwear development companies with the aim of further penetration of fashion and technology into lifestyles.
And this time, the “smart room concept” is to introduce a comfortable life in the near future through smart wear created in collaboration with companies other than Xenoma.
The persona in the smart room concept is a woman in her 30s who is a mother of one and works at the fashion brand headquarters. A woman who is busy working and raising children. TOYOSHIMA 's smart wear aims to support such women and men in fashion.
■ An image video of a woman with the above persona living surrounded by smart wear
☆ Click here for the smart room image video
https://www.youtube.com/watch?v=uPpix_yezUo
■Toyoshima & Co., Ltd.
Founded in 1841. In our nearly 180-year history, we have expanded our business domain in response to the changing times. Currently, we are engaged in a series of processes from purchasing and selling raw materials, yarns, and fabrics from all over the world, and from final product planning to production management and delivery Japan and are developing our business comprehensively in all processes of the fashion industry. In addition, as a company that promotes the development and provision of various sustainable materials, investment in tech ventures, and development of smart wear, we have set out our stance on sustainable & technology with the statement "MY WILL".
