SHIRAYURI TOKYO, a new brand for inbound customers based on the concept of traditional Japanese culture and pure domestic knitwear, has been released. New brand "SHIRAYURI TOKYO" released for inbound customers

Tokyo Hakuyurikai Co. (Head office: Meguro-ku, Tokyo; Representative Director: Naoki Hirokawa), which has been pursuing department store quality fashion as a "pure domestic knitwear specialist" for 77 years, has released its new brand "SHIRAYURI TOKYO". The brand made its full-scale debut on Kickstarter, the world's largest crowdfunding platform, which has been running since the end of January 2025, and reached 803% of its pledge goal.

Japanene "MONYOU" knitted bags

【SHIRAYURI TOKYO - Overseas Crowdfunding Outline】

Period: Thursday, January 23, 2025 (0:00 Japan time) - Saturday, February 22, 2025 (23:00 Japan time)

Returns: Japanene "MONYOU" knitted bags, 8 types in total (4 patterns x 2 colors)

Project page of Japanene "MONYOU" knitted bags

https://www.kickstarter.com/projects/shirayuri-tokyo/japanene-monyou-knitted-bags

Concept of the new brand "SHIRAYURI TOKYO"

SHIRAYURI TOKYO

SHIRAYURI TOKYO is a brand based on the concept of enjoying traditional Japanese culture with high quality knitwear made in Japan. We are releasing this brand as a global brand for foreign tourists visiting Japan and for cross-border e-commerce, by bringing together the knit specialty technologies that we have been refining for 77 years since our company's establishment.

The logo is based on the motif of the "white lily" flower, our company's symbol, and expresses our wish to spread our wings to the world as a "TOKYO" brand that Japan can be proud of. We also see the new logo as a new way of communicating our historic company name, "Tokyo Shirayurikai" overseas.

We will approach new markets and build consumer contacts by entrusting our products and services with the image of "elegance", "intelligence", "emotion", "tradition", and "commitment" that Made in Japan has.

The Japan Tourism Agency has announced that the amount of foreign visitors to Japan in 2024 is estimated to be 8,139.5 billion yen (53.4% increase over 2023), a record high. Taking this background as an opportunity, we will continue to offer purely domestic knitwear, which employs a rare sewing method that produces only 0.01% of Japan's total, to foreign visitors to Japan and residents living overseas.

SHIRAYURI TOKYO logo

Features of Japanene "MONYOU" knitted bags

The knitted bags, which many consumers nowadays use for everyday purposes, are now available in a total of 8 types (4 patterns x 2 colors), and 8 more types will be added from April 2025 for a total of 16 types.

By adopting the traditional Japanese textures of patterns, the bags are mainly intended as souvenirs for foreign visitors to Japan and for purchase by foreigners who want to enjoy Japanese culture.

Patterns and colors of this product

Specifications

Point (1): Rare sewing method that produces only 0.01% of the total in Japan

The production site is Gosen-shi, Niigata Prefecture, which is famous as one of the production centers of knitwear. Cut sewing, which is rare in Japan at 0.01%, is used to create a long-lasting, high-quality bag.

Sewing site 1

Point (2): Department store quality produced by a knitwear specialist for 77 years

Founded in 1948, the company brings together knit technologies that have been sold in department stores nationwide since 1960. Each craftsman tailors each product with great care. It takes 1.5 times longer than usual to complete a garment, and when you hold it in your hand, you can feel the meticulousness and meticulous precision of the sewing.

77 years in business

Point (3): Enjoy the meaning of traditional patterns with your mood

We have adopted four types of Japanese patterns, each with an auspicious meaning. By using different patterns according to your mood of the day, you can enjoy the pleasure of carrying it with you every day.

Image of the handle

Background of the development of Japanene "MONYOU" knitted bags

Sewing site2

Gosen-shi, Niigata Prefecture, boasts a history of more than 70 years as one of the leading knit production areas in Japan. In this region blessed with abundant water resources, craftsmen continue to produce high-quality, durable knitted products using techniques handed down from generation to generation.

However, the survival of Gosen's knitwear is now in jeopardy due to a lack of successors and the influence of inexpensive foreign products.

We want more people to know the quality of Gosen knitwear.

"I want more people to know the quality of Gosen knitwear", and I want people to feel it easily in their daily lives.

With this in mind, we have started developing knit goods not only for the domestic market, but also for foreigners who want to enjoy Japanese culture.

Lightweight, durable, and beautifully finished, these bags are a gem of craftsmanship and attention to detail. To preserve Gosen's knitwear for the future, please take this bag in your hands and experience its high quality texture.

Future plans for SHIRAYURI TOKYO

SHIRAYURI TOKYO will continue to expand its fan base through crowdfunding in order to increase the number of its products. In addition, we have already decided to sell some of our products wholesale to select stores, duty-free stores, and department stores in Japan, and we will try to expand our business through multiple channels, including online.

In addition to its department store womenswear brand, Tokyo Hakuyuri Kai Co., Ltd. will continue to offer new knitwear experiences to the market based on its technical capabilities as a knitwear specialist.

About SHIRAYURI TOKYO

SHIRAIYURI TOKYO is a brand based on the concept of "enjoying traditional Japanese culture with high quality knitwear made in Japan" by combining the skills that have been refined over the 77 years since its establishment as a specialized knitwear company. The brand offers items that can be used in daily life not only by foreigners visiting Japan but also by Japan lovers around the world.

About Tokyo Shirayurikai, K.K.

Founded in 1948, Tokyo Shirayurikai, K.K. is a department store apparel manufacturer that will celebrate its 77th anniversary in 2025. Since its establishment, the company has been committed to specializing in Made in Japan knitwear, and provides customers with high-quality products through a rare sewing method that boasts an adoption rate of 0.01% in Japan. Recently, we have released "CAPRiNO", a brand specializing in cardigans, and "melike_", a unisex brand, aiming to create high-quality, high-value-added products.