What is
the “KIMONO REBORN” Project ?
The kimono is a Japanese cultural icon. Its design reflects the beauty of nature. The kimono also embodies the “Mottainai, Do not waste!” concept of the Japanese people which originates from our respect for nature.
When COVID hit in 2020, I was looking for new business opportunities, ideally to promote sustainability. At a shop of Japanese second-hand goods in Thailand, where I have lived for 16 years, I had an opportunity to see many beautiful vintage kimono in its stockroom.
Despite being in excellent condition, they were actually abandoned in boxes. As a Japanese person, I felt an overwhelming sadness for them. Even though these kimono were impractical for use in today’s lifestyle, especially in oversea, I couldn’t ignore my feelings of “Mottainai”, or “Do not waste!”.
I was determined to find a new use to return their lost value. How can we bring on a renaissance of these cultural garments in our daily life? How can we bring awareness to sustainability through these neglected kimono? These questions were my inspirations for The “KIMONO REBORN” project in Thailand.
However, “Mottainai” concept and our respect for nature is becoming scarce in Japan and is being replaced by worldwide mass-production and mass-consumption that continues to destroy our planet. In particular, the fashion industry, is the second largest producer of carbon emissions. The KIMONO REBORN project aims to reverse these wasteful practices.
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.
KIMONO REBORN, a beautiful way to share our “Mottainai” concept, and care for our environment.
Mieko Saho, project director of
“KIMONO REBORN”
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), 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”.
Our Goals
1. To raise interest in Japanese culture through upcycled kimono clothings by discussing the stories, history and culture of the kimono.
2. To raise awareness for sustainable environment through the Japanese concept of “Mottai nai, Do not waste!”.
3. To support nature conservation activities, as well as to collaborate with those communities.
4. To develop cross cultural networks among sustainability-directed organizations and communities.
KIMONO REBORN Jacket,
Its Uniqueness and
Characteristics of “5C”
The vintage kimono is our raw material. Since every kimono is cut from a single bolt of cloth, no two are alike. One kimono is used to create one KIMONO REBORN jacket, making every item unique.
Most of our resources are kimono with a traditional motif. They depict the beauty of nature and embody the skills of artisan dyers and weavers in its design. Respecting these cultural characteristics, we turn neglected vintage kimono into modern fashion items with the “Mottainai” concept. The garments of KIMONO REBORN are unique pieces that have combined traditional and modern tastes to be enjoyed in everyday life.
1. Kimono inspired
“Contemporary” fashion
How much of the kimono’s original inspiration can we conserve? How much contemporary taste do we infuse into the KIMONO REBORN jacket? The challenge in our product creation is to maintain the inspiration of the original craftspeople, while transforming the kimono into a modern design.
2. “Comfortable” fit
One kimono equals one garment. While maintaining this uniqueness, our products are also size, age and gender inclusive. To make this possible, we make KIMONO REBORN jackets with three policies: simple design, comfortable fit and fun to wear.
3. “Creative” coordination
The combination of kimono fabric and modern fashion image allows KIMONO REBORN products to incorporate the unique characteristics of “traditional, but modern”, and “sophisticated, but casual”. We design these jackets to be the ultimate in flexibility, so you can use your unlimited creativity to enjoy KIMONO REBORN.
Sophisticated
Casual
Sophisticated
Casual
4. “Cultural” stories
behind kimono
The kimono depicts the beauty of nature, which are often metaphors in Japanese culture. One theory behind the origin of the Hawaiian shirt is that in early in the 20th century, Japanese immigrants transformed their kimono into shirts that were more suitable for fieldwork. The KIMONO REBORN project isn’t only about selling our products, but to share stories and the history of Japanese culture.
5. “Caring” mind for
sustainable environment
The Kimono is a cherished item that is cared for decades and handed down through the generations. This caring mind keeps the vintage kimono in beautiful condition. The KIMONO REBORN project aims to share a respectful and caring mind with our customers, while transferring that concept into support for environmental activities. 10% of the products’ sales revenue will be donated to Save Elephant Foundation in Thailand.
