MARLMARL offers a wide selection of sophisticated items, including the popular "round bib" as a baby shower gift. Nine years after its founding, the brand has become recognized as a baby gift brand and is chosen by many. To explore this appeal, we spoke with designer Asuka Motosawa about the brand's worldview and philosophy.
I'm often asked about the MARLMARL brand image, but I don't have a specific one. While I do try to create an atmosphere that's a little removed from reality, like being in a picture book or fairy tale, I haven't decided on a single story because I consider all possibilities when creating my products. Even when choosing a color, we don't get caught up in the image of the brand or baby clothes; instead, we spread out all the color samples and search for the color that will enhance the product's appeal.
We are not influenced by trends. Marlmarl's goal is to create items that will be loved for a long time, not just items that are loved "now." For this reason, all products are classic items (except seasonal and limited edition items), and we do not offer discount sales. Our founder believed that the cycle of buying fashion and then throwing it away when we get tired of it is neither essential nor appealing, so we value creating items that have timeless appeal.
Marl Marl's starting point for product development is "something you'd want to give as a baby gift, and something the recipient will truly enjoy." While there are many baby apparel brands available, we believe that achieving this goal requires not only cuteness and fashion, but also functionality that makes the recipient think, "I've always wanted something like this!" or "This is so convenient to have."
Until now, baby items have been chosen with a sense of compromise, almost like "Well, this is good enough," but we pursue designs that make customers choose "Marl Marl." Each season, we hold roundtable discussions and surveys with staff with children to gather honest feedback from a parent's perspective, and we use this feedback to develop our products. One hit item born from this passion is playwear.
Playwear pofu 1 ivory From 8,250 yen
The shirring at the hem not only adds a cute touch, but also prevents sand from getting in. It also protects against those annoying little pests that can be a concern when playing in the park. The fabric is treated with Insect Shield, an insect repellent (targeting annoying pests), and its effectiveness lasts even after washing. Another great feature is the zipper at the crotch. Unlike button-type diapers, this diaper prevents sand from getting in, yet allows for diaper changes while standing. Even if your child is old enough to go to the toilet on their own, there's no need to remove the diaper, making it stress-free for both parent and child. In fact, this zipper was initially resistant to the factory due to its manufacturing challenges, but after extensive discussions with the factory, we were able to create it to fulfill parents' "nice to have" needs.
Seeing your beloved child wearing something cute and beautiful can energize moms and dads during the arduous days of parenting. It also brings out their motivation and smiles, ultimately leading to a sense of happiness in the baby. During the baby and child years, when many photographs are taken, wearing cute items will make memories even more vivid and bring smiles to the family's faces.
Furthermore, high functionality can reduce the hassle of parenting, making it a valuable tool for bringing smiles to families' faces. We want to be a brand that offers items that inspire such happiness.
While environmentally conscious manufacturing initiatives are gaining momentum in the fashion world these days, Marlmarl has always valued contributing to the environment, avoiding price cuts and striving to create long-lasting products. As a designer, I, as a company, take seriously our responsibility to raise awareness of the SDGs (Sustainable Development Goals) and to create products for children.
As one example of our efforts, "MOY Sleeveless" is a seamless, three-dimensional knitted undergarment that is gentle against the skin. It is knitted using a single thread, so there is no need to cut it and no material is wasted.
We do not use gift wrapping paper, and our gift boxes are not intended to be thrown away after delivery; rather, they are made to be sturdy enough to be used as a storage box for small items. In fact, on Instagram and other platforms, we are seeing spontaneous posts of people reusing Marlmarl boxes as cases for socks, diapers, etc. Rather than letting these efforts that connect to children's futures end as a passing fad, we plan to expand them further in the future.
In Part 2 of the interview, we'll introduce popular baby gift items and their unique features in a special feature article on the Isetan Mitsukoshi online store!
>>Read more here
Click here for a list of products.
Asuka Honzawa
MARLMARL Product Designer
After graduating from Bunka Fashion College, she worked as a designer for an OEM manufacturer for an apparel brand, and used that experience to join Yom. She is involved in the development of a variety of products, valuing not only cuteness but also functionality and long-lasting design.
[Store Information]
Isetan Shinjuku Store, Main Building 6th Floor, MARLMARL
[Inquiries]
Isetan Mitsukoshi Online Site https://www.mistore.jp/shopping
The World of MARLMARL: Infinite Possibilities
I'm often asked about the MARLMARL brand image, but I don't have a specific one. While I do try to create an atmosphere that's a little removed from reality, like being in a picture book or fairy tale, I haven't decided on a single story because I consider all possibilities when creating my products. Even when choosing a color, we don't get caught up in the image of the brand or baby clothes; instead, we spread out all the color samples and search for the color that will enhance the product's appeal.
We are not influenced by trends. Marlmarl's goal is to create items that will be loved for a long time, not just items that are loved "now." For this reason, all products are classic items (except seasonal and limited edition items), and we do not offer discount sales. Our founder believed that the cycle of buying fashion and then throwing it away when we get tired of it is neither essential nor appealing, so we value creating items that have timeless appeal.
Creating Products that Deliver the Essential Baby Gifts
Marl Marl's starting point for product development is "something you'd want to give as a baby gift, and something the recipient will truly enjoy." While there are many baby apparel brands available, we believe that achieving this goal requires not only cuteness and fashion, but also functionality that makes the recipient think, "I've always wanted something like this!" or "This is so convenient to have."
Until now, baby items have been chosen with a sense of compromise, almost like "Well, this is good enough," but we pursue designs that make customers choose "Marl Marl." Each season, we hold roundtable discussions and surveys with staff with children to gather honest feedback from a parent's perspective, and we use this feedback to develop our products. One hit item born from this passion is playwear.
Playwear pofu 1 ivory From 8,250 yenThe shirring at the hem not only adds a cute touch, but also prevents sand from getting in. It also protects against those annoying little pests that can be a concern when playing in the park. The fabric is treated with Insect Shield, an insect repellent (targeting annoying pests), and its effectiveness lasts even after washing. Another great feature is the zipper at the crotch. Unlike button-type diapers, this diaper prevents sand from getting in, yet allows for diaper changes while standing. Even if your child is old enough to go to the toilet on their own, there's no need to remove the diaper, making it stress-free for both parent and child. In fact, this zipper was initially resistant to the factory due to its manufacturing challenges, but after extensive discussions with the factory, we were able to create it to fulfill parents' "nice to have" needs.
Enhancing baby's cuteness brings smiles to adults' faces
Seeing your beloved child wearing something cute and beautiful can energize moms and dads during the arduous days of parenting. It also brings out their motivation and smiles, ultimately leading to a sense of happiness in the baby. During the baby and child years, when many photographs are taken, wearing cute items will make memories even more vivid and bring smiles to the family's faces.
Furthermore, high functionality can reduce the hassle of parenting, making it a valuable tool for bringing smiles to families' faces. We want to be a brand that offers items that inspire such happiness.
Responsible Manufacturing to Protect Children's Future
While environmentally conscious manufacturing initiatives are gaining momentum in the fashion world these days, Marlmarl has always valued contributing to the environment, avoiding price cuts and striving to create long-lasting products. As a designer, I, as a company, take seriously our responsibility to raise awareness of the SDGs (Sustainable Development Goals) and to create products for children.
As one example of our efforts, "MOY Sleeveless" is a seamless, three-dimensional knitted undergarment that is gentle against the skin. It is knitted using a single thread, so there is no need to cut it and no material is wasted.
We do not use gift wrapping paper, and our gift boxes are not intended to be thrown away after delivery; rather, they are made to be sturdy enough to be used as a storage box for small items. In fact, on Instagram and other platforms, we are seeing spontaneous posts of people reusing Marlmarl boxes as cases for socks, diapers, etc. Rather than letting these efforts that connect to children's futures end as a passing fad, we plan to expand them further in the future.
In Part 2 of the interview, we'll introduce popular baby gift items and their unique features in a special feature article on the Isetan Mitsukoshi online store!
>>Read more here
Click here for a list of
Asuka Honzawa
MARLMARL Product Designer
After graduating from Bunka Fashion College, she worked as a designer for an OEM manufacturer for an apparel brand, and used that experience to join Yom. She is involved in the development of a variety of products, valuing not only cuteness but also functionality and long-lasting design.
[Store Information]
Isetan Shinjuku Store, Main Building 6th Floor, MARLMARL
[Inquiries]
Isetan Mitsukoshi Online Site https://www.mistore.jp/shopping
