Avex Group Holdings has launched "Majotae," a fabric brand using hemp cloth. Aiming to create new, moving experiences not only in the entertainment industry but also in the cultural sphere, the brand is challenging unprecedented business development.
Hemp cloth has been an essential part of Japanese life since ancient times, but domestic cultivation was restricted after World War II due to the harmful substances contained in the raw material. Furthermore, hemp fiber was not suitable for spinning, leading to a delay in industrialization, and it is no longer widely available. Majotae is a fabric brand that revives hemp cloth, a tradition long forgotten by the Japanese people. Made from harmless hemp that does not contain hallucinogenic substances. While hemp cloth is typically stiff, Majotae is soft, quick-drying, warm, and durable.
Under the guiding principle of "making hemp cloth once again a standard fabric in Japan," the project was born from a collaboration between natural fabric researcher and director of the Modern Azabu Research Institute, Yamaguchi Genbei, the 10th generation head of Kyoto obi craftsman Hondaya, and the Avex Group.
In conjunction with this, the "Asayotae Exhibition: Fabrics Forgotten by the Japanese" will be held at Daikanyama Hillside Forum from October 23rd to 25th. The exhibition features hemp cloth from the collection of Yoshida, an authority on hemp materials, as well as works created by Yamaguchi using Asayotae. At a press conference held on the 22nd, Avex Group Holdings Representative Director Shigekazu Takeuchi explained the background to the project, saying, "Since its founding, Avex has released numerous hits and trends into the world, and today we are continuing to evolve beyond music and video to become a company that creates moving experiences. After meeting Yoshida and Yamaguchi, Asayotae was inspired by their passion for Azabu and took on the project. This project not only raises our company's corporate value by taking on a cultural project, but also has the significance of spreading the name of Avex even further. After three and a half years of overcoming the legal issues and obstacles to industrialization surrounding cannabis, we teamed up with Isetan Mitsukoshi Holdings, who sympathized with our project, and opened the way to commercializing the product."
Furthermore, Mitsukoshi Isetan President Hiroshi Onishi commented, "When I came into contact with Asoyo, my image of hemp was completely overturned. It is a wonderful material that combines the benefits of cotton and silk with the inherent properties of hemp. There are still many great things in Japan, but they have not yet reached consumers. Mitsukoshi Isetan has a mission to spread the appeal of hemp to the world. Product planning is currently underway, and we are considering proposing lifestyle items beyond clothing, such as furniture and fabrics, and plan to unveil them in stores in March next year."
[Event Information]
Asoyo Exhibition: Fabrics the Japanese Have Forgotten
Venue: HILLSIDE FORUM
Address: Hillside Terrace Building F, 18-8 Sarugaku-cho, Shibuya-ku, Tokyo
Dates: October 23rd to October 25th
Time: 9:00 to 21:00
Free admission
