TOKYO, Oct. 23, 2014 /PRNewswire/ -- Avex Group Holdings
Inc., Japan's leading
entertainment company, on October 23
announced the launch of "majotae," fine natural hemp fabric brand.
Products for next Spring / Summer is in development with Isetan
Mitsukoshi Holdings Ltd., the leading department store
operator.
majotae's quality is not only ideal for fine apparel, but has
potential for other applications such as furniture, decor fabric
and medical uses.
Shigekazu Takeuchi, Avex Group
Holdings Representative Director, said: "This project to revive
centuries-old hemp conveys to us today the culture and wisdom
cherished in pre-modern Japan. It
is with great joy for Avex to be a part of this significant
project."
Hiroshi Ohnishi, President and
CEO of Isetan Mitsukoshi Holdings Ltd., also said: "I'm
impressed not only by the quality of the fabric, but also by the
vision of the project. Through our products, we hope to bring the
spirit of majotae to the world."
About majotae project
Bringing back taima-fu, natural fine hemp, as Japan's once and future fabric of choice.
Taima-fu (hemp fabric) has been an integral part of Japanese
culture since the beginning of its history. However, due to
significant restriction on cannabis cultivation after World War II,
and apparent difficulties in spinning hemp threads which delayed
industrialization, it is a rare fabric today. The majotae project
brings this "forgotten fabric" back to our modern life. Natural
fabric expert Shinichiro Yoshida,
obi artisan Genbei Yamaguchi and Avex Group have come together to
infuse life into "majotae."
*majotae uses only the finest, harmless hemp.
For more information, visit www.majotae.com
taima-fu history and project vision:
https://vimeo.com/109546616
EXHIBITION: MAJOTAE - The Forgotten Fabric -
Shinichiro Yoshida and Genbei
Yamaguchi, was joined by above mentioned Hiroshi Onishi, and Shigekazu Takeuchi, as well as Masato Matsuura, Representative Director, CEO,
Avex Group Holdings. Inc., at the opening reception of the special
exhibition to commemorate brand launch on October 22, 2014. The exhibition will be held
until Saturday, October 25 in
Tokyo.
Photos from the opening reception:
http://www.image.net/avex_majotae_2014
Isetan Mitsukoshi Holdings Ltd.
Isetan Mitsukoshi Holdings Ltd. (TSE: 3099) is the largest
department store operator in Japan. (http://www.imhds.co.jp/english/)
Avex Group Holdings Inc.
Avex Group Holdings Inc. (TSE: 7860) is a major general
entertainment group in Japan.
(http://www.avex.co.jp/e_site/index.html)
Contact:
Eriko Takahata
Avex Group Holdings Inc.
+81-3-5545-9262
info@majotae.com