"MINA-TAN CHARM," a keychain with a mascot design, created in collaboration with designer Tae Ashida and sewing technicians living in temporary housing in Minamisanriku Town, Miyagi Prefecture, will be sold at Mitsukoshi Nihonbashi Main Store and Isetan Shinjuku Store.
A pop-up shop will be open at Lightwell on the third floor of Mitsukoshi Nihonbashi Main Store from December 11th to 17th, and the charms will be sold at Isetan Girl on the second floor of Isetan Shinjuku from December 18th to 25th. Three charms are available: a dog (14,700 yen), a giraffe (13,650 yen), and a cat (15,750 yen), each individually handcrafted using high-quality materials. They can be used as bag charms, keychains, or interior accessories.
The Mina-Tan Charm is part of the "Support Tohoku Eternal Project," a high-quality accessory production project launched by Jun Ashida to support the reconstruction of the Tohoku region. The aim is to produce charms with added value like haute couture, not as "handmade goods from the disaster area" but as "high-quality products", with designs and technical guidance from Ashida Tae, and the use of Italian fabrics and parts provided by Jun Ashida. The "MINA" in "Mina Tan Charm" comes from "Minami Sanriku", and "TAN" comes from Ashida Tae's initials and the "TA" of the "TAE ASHIDA" brand.