The owner of Ishitoro Shiro Clothing Store to Appear on TV in September To introduce the traditional straight-cut garment-making techniques passed down in Ishitoro Shiro

Based in the Itoshiro district of Gujo City, Gifu Prefecture, Itoshiro Clothing Store (Representative: Kaori Hirano; Location:Ito-shiro, Shiratori-cho, Gujo City, Gifu Prefecture), is working to preserve the tradition of garment-making based on the wisdom of “straight-line cutting” that remains in mountainous regions.On the upcoming episode of NHK E-Tele’s “Suteki ni Handmade,” scheduled to air on September 5, 2026, Kaori Hirano, representative of the Itoshiro Clothing Store, will appear to introduce the traditional straight-line cutting garment-making techniques passed down in Itoshiro.

These straight-cut garments were born as the people of Ishitoro carefully used limited amounts of fabric to tailor their daily work clothes.

Top photo / Bottom image: “Tatsuke” work pants made from hemp fabric—grown, spun, and hand-woven by people born in the Meiji era—and their cutting pattern

This method of garment-making—which makes efficient use of fabric, allows for ease of movement, and is designed to be mended and worn for a long time—is gaining attention as a form of sustainable living wisdom that stands in contrast to modern mass production and mass consumption.

Photo: 2026 SS Collection Main Visual

Bringing a regional clothing culture that was on the verge of disappearing into the modern era

Ishitorishiro Clothing Store has researched traditional garments such as “Tatsuke” and “Hakama” that remained in Ishitorishiro, inheriting the wisdom of daily life behind them while evolving them into forms suited to modern living.

Photo: Research into old garments begins with “oral history.” Old photographs also provide context and serve as a reference for production.

The garments they produce are sold at the Ishitoro Shōhinten flagship store and through their online shop.

Representative Kaori Hirano continues to work to convey not only the styles of clothing preserved in the region but also the values embedded within them—such as “a spirit of cherishing fabric” and “making what we need for our own lives ourselves.”

Passing on the memories of the land to the next generation through a single garment

Ishitorishiro Clothing Store not only produces and sells clothing but also holds workshops and classes to share the techniques and history behind garment-making.

Photo: A scene from a workshop. The shop teaches various garment-making techniques throughout the year.

Furthermore, by establishing a “Certified Instructor Program” that allows participants to learn straight-cut garment-making and share these skills in various regions, the shop is working to spread the wisdom born in Ishitoro across the nation.

Making a single garment with your own hands is not merely about acquiring a skill.

It is also an opportunity to experience the wisdom of local living and the sense of cherishing things that have been nurtured in that region.

Introducing Ishitoro’s Clothing Culture to the Nation

These activities have drawn attention, and on the NHK E-Tele program “Suteki ni Handmade,” scheduled to air on September 5, 2026, Kaori Hirano, representative of the Ishitoro Clothing Store, will appear to introduce the straight-cut garment-making techniques passed down in Ishitoro.

We hope that through this program, the clothing culture that remains in this mountain village and the richness of creating things with one’s own hands will reach a wider audience.

About Ishitoro Shiro Clothing Store

Based in Ishitoro, Gujo City, Gifu Prefecture, Ishitoro Clothing Store is a brand that promotes straight-cut garment making rooted in the local clothing culture passed down through generations.

Through the production and sale of clothing, as well as workshops and classes, the brand is working to pass on the wisdom preserved in Ishitoro to future generations.

Official Website: https://itoshiro.org/