Pre-orders have started at the emmi official online store and EC department store "USAGI ONLINE" from June 22, 2023 (Thursday), pre-sale at Shibuya Hikarie ShinQs stores from June 29 (Thursday), and sales at emmi nationwide directly managed stores from July 5 (Wednesday).
"UpDRIFT"® is a project to revitalize PET bottles collected from beaches and other places as raw materials for fibers and revive them as new products with low environmental impact. PET bottles used as raw materials are collected through the Green and Blue Challeng® Challenge, a cleanup activity conducted in collaboration with local activity groups, local governments, companies, etc., and are sorted and cleaned before being recycled and commercialized. In addition to transforming PET bottles into new items, we also conduct a "School Trip Program to Learn about SDGs" in collaboration with travel agencies and schools, and provide opportunities to think about and tackle environmental issues through the program.
"emmi" develops basic and sophisticated adult daily wear based on the concept of clear mode and relaxed yoga wear that incorporates fashion trends. They sympathized with the efforts of the UpDRIFT® project, and in March 2022, they participated in a beach cleanup activity on Ishigaki Island in collaboration with "Green and Blue Challeng®". In addition to the use of PET bottle waste as a raw material, we also receive cooperation from the "collection" part of PET bottle waste, which is the raw material.
This time, photographer Keita Goto, who is strong and delicate, dynamic and flexible, and has both softness and sharpness, and emmi collaborated for the first time to make two T-shirts, and some of the UpDRIFT® fibers made from PET bottles collected during beach cleanup activities on Ishigaki Island are used. In the collaboration T-shirt with Keita Goto, images reminiscent of leisure and rest at the seaside are selected from the archive works that link UpDRIFT's® compassion for the sea. Pre-orders for this product have started at the emmi official online store and EC department store "USAGI ONLINE" from June 22, 2023 (Thursday), pre-sale at Shibuya Hikarie ShinQs stores from June 29 (Thursday), and at emmi nationwide directly managed stores from July 5 (Wednesday).
In the future, UpDRIFT® will continue to collaborate with various people to transform fibers created from ocean/drifting PET bottles into new items, which we hope will provide an opportunity to think about environmental issues and expand the circle of circulation into the future.
■Product Information
Product name: emmi×UpDRIFT meets KEITA GOTO "UpDRIFT® Photo T-Shirt"
Price: ¥7,480 (tax included)
Color: WHT,CGRY
Size: 0,2 *2 sizes are available only at Shibuya Hikarie ShinQs store and online store
Release Date: 〈Store〉
June 29 (Thu) Shibuya Hikarie ShinQs store pre-sale
July 5 (Wed) EMMI nationwide directly managed stores go on sale * Distant stores will be released on July 6 (Thu)
〈Online Store〉
Pre-order: Available from Thursday, June 22
・EMMI Official Online Store https://emmi.jp/
・USAGI ONLINE https://usagi-online.com/
About UpDRIFT®
Toyoshima & Co., Ltd. develops fibers made from PET bottles scattered in the sea, rivers, and forests. "UpDRIFT" aims to achieve its mission by tackling the problem of waste in the ocean, rivers, and forests while creating products that are close to the "wants"® of consumers.
■emmi
Basic and sophisticated adult daily wear based on the concept of clear mode and relaxed yoga wear incorporating fashion trends. Together with sneakers that have become indispensable for the feet of active women, we propose styling that matches diversifying lifestyles.
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