"CO-GIN STITCH" will be unveiled at Milano Salone on April 4th as part of the "matohu project," a new brand launched by matohu to revive traditional techniques that are in the process of being lost.

The second installment of this project, in which matohu art direction is given to handicrafts and crafts from around the country, focuses on "kogin embroidery," a traditional Tsugaru craft, and features newly designed cufflinks and collars. "Kogin embroidery" originated in the Tsugaru region during the Edo period, when thick cotton thread was used to make morning work clothes warm and durable. The beauty of this handiwork is well-known, with even folk art philosopher Muneyoshi Yanagi highly praising it.

The "CO-" in the newly designed "Co-gin Stitch" is a Latin prefix meaning "together" or "to work together" and bring together, and it was named as an item that brings together the past and future of handicrafts and fashion.

Not only can you freely attach whatever you like to the dedicated basic shirt, but "Co-gin Stitch" can also be used in a variety of ways, such as adding it to the collar of a knit or dress like an accessory, or letting the cuffs peek out from under a jacket.

After its announcement in Milan, further announcements are planned at Hirosaki Design Week and in various locations, and it is also scheduled to be released at the matohu Omotesando flagship store in the fall.