Matohu celebrated its 10th anniversary in 2015 and is launching a new business with the aim of further growth.

To mark the 5th anniversary of its Omotesando flagship store, the brand launched a custom-made nagagi (long kimono) service on July 22nd. Proposing a new style of clothing that is neither Japanese nor Western, the brand has remained unchanged since its inception, expressing each season's concept, and this new development is attracting attention.

Custom orders are accepted exclusively at the Omotesando flagship store, which has a dedicated salon attached. There are four sizes: women's M/L and men's M/L. Customers can choose their favorite combination of outer garment, liner, and outer garment cuff and hem fabric color, tailoring, buttons, and Sanada cords from nearly 30 different Matohu textiles. Customers can order just one outer garment and liner, allowing them to create a new look with their existing nagagi. The textiles rotate with the spring/summer and fall/winter seasons, and new fabric designs are also added.

In addition, as part of a new retail expansion, the company will launch its own online shop. The key phrase is to move from "see and buy" to "feel and buy" on a deeper level. First, rather than being a site where you simply "buy things," the company aims to create a site that shares and resonates with the many stories that Matohu has encountered in the process of creating its products, including the history, arts and crafts, textile sites, and people. Second, the company wants to create a site that proposes a more realistic "matohu style" that people would want to wear, rather than the thematic styling presented on the runway at shows, and that makes the site feel more familiar.

The online shop will have a pre-opening in early September 2016, with the grand opening scheduled for December 1, 2016.