Elephant Nature Park Test

“KIMONO REBORN” is a cultural and sustainable awareness project that upcycles beautiful and neglected vintage kimono for use by turning them into modern fashion items with “Mottainai, Do not waste!” concept.

What is “Mottainai,
Do not waste” ?

“Mottainai” is a Japanese term which means “Do not waste what is valuable”. It is often used for food, garments or everyday items. This concept conveys Japanese people’s respect for nature that provides us necessities, such as clean air, water, food, and raw materials. The term has become a keyword in coping with global issues related to the environment. The most prominent advocate of the “Mottainai” concept is Wangari Maathai (1940 -2011), a Kenyan social and environmental activist, and the winner of the Nobel Peace Prize in 2004. She believed that the word perfectly embodies the spirit of the 3Rs (reduce, reuse, and recycle,respect ), which promotes the efficient use of resources in order to preserve the environment. The KIMONO REBORN project adds one more “R” to the 3Rs. It is “Respect”.

“KIMONO REBORN” is a cultural and sustainable awareness project
that upcycles beautiful and neglected vintage kimono
for use by turning them into modern fashion items
with “Mottainai, Do not waste!” concept.

What is “Mottainai, Do not waste” ?

“Mottainai” is a Japanese term which means “Do not waste what is valuable”. It is often used for food, garments or everyday items. This concept conveys Japanese people’s respect for nature that provides us necessities, such as clean air, water, food, and raw materials. The term has become a keyword in coping with global issues related to the environment. The most prominent advocate of the “Mottainai” concept is Wangari Maathai (1940 -2011), a Kenyan social and environmental activist, and the winner of the Nobel Peace Prize in 2004. She believed that the word perfectly embodies the spirit of the 3Rs (reduce, reuse, and recycle, respect), which promotes the efficient use of resources in order to preserve the environment. The KIMONO REBORN project adds one more “R” to the 3Rs. It is “Respect”.