What is the “KIMONO REBORN” Project?
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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.
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What is
the “KIMONO REBORN” Project ?
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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”.
[/col] [/row] [/section] [row label=”PC” width=”custom” custom_width=”560px” v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col span__sm=”12″ margin=”-40px 0px 0px 0px”] [ux_image id=”2892″ image_size=”original”] [/col] [/row] [row label=”PC” v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″] [ux_text class=”justify”]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”
[/ux_text] [/col] [/row] [ux_text visibility=”hide-for-small”] [/ux_text] [section visibility=”hide-for-small”] [row label=”PC” v_align=”middle” h_align=”center” padding=”30px 60px 1px 60px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ padding=”0px 0px 0px 0px” margin=”30px 0px 5px 0px” bg_color=”rgba(255, 255, 255, 0.837)”] [ux_text class=”justify”]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”.
[/ux_text] [/col] [/row] [/section] [ux_text text_align=”center” visibility=”hide-for-small”] [/ux_text] [section visibility=”show-for-small”] [row label=”Mobile” width=”full-width” v_align=”middle” h_align=”center” visibility=”show-for-small”] [col span__sm=”12″ padding__sm=”13px 20px 10px 20px” margin__sm=”30px 0px 0px 0px” bg_color=”rgba(255, 255, 255, 0.8)” class=”mottaibg2″ visibility=”show-for-small”] [ux_text text_align=”center”]Our Goals
[/ux_text] [ux_text text_align=”center” text_align__sm=”left” visibility=”show-for-small”]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.
[/ux_text] [/col] [/row] [/section] [section visibility=”hide-for-small”] [row label=”PC” v_align=”middle” h_align=”center” padding=”30px 0px 0px 0px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ margin=”0px 0px -40px 0px” align=”center”] [ux_text text_align=”center”]Our Goals
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KIMONO REBORN Jacket,
Its Uniqueness and Characteristics of “5C”
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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.
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KIMONO REBORN Jacket,
Its Uniqueness and
Characteristics of “5C”
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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.
[/ux_text] [/col] [/row] [ux_text visibility=”hide-for-small”] [/ux_text] [row label=”PC” v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ margin=”-20px 0px 0px 0px”] [ux_text text_align=”center”]1. Kimono inspired “Contemporary” fashion
[/ux_text] [ux_text class=”justify”]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.
[/ux_text] [/col] [/row] [row label=”Mobile” width=”full-width” v_align=”middle” h_align=”center” visibility=”show-for-small”] [col span__sm=”12″ margin__sm=”0px 0px -35px 0px”] [ux_text text_align=”center”]1. Kimono inspired
“Contemporary” fashion
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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.
[/ux_text] [/col] [/row] [ux_slider type=”fade” arrows=”false” bullets=”false” timer=”2000″ pause_hover=”false” visibility=”show-for-small”] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ align=”center”] [ux_image id=”2898″ width=”90″] [/col] [/row] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ align=”center”] [ux_image id=”2904″ width=”90″] [/col] [/row] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ align=”center”] [ux_image id=”5358″ width=”90″] [/col] [/row] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ align=”center”] [ux_image id=”4946″ width=”90″] [/col] [/row] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ align=”center”] [ux_image id=”4952″ width=”90″] [/col] [/row] [/ux_slider] [row v_align=”middle” h_align=”center”] [col span__sm=”12″ padding=”0px 0px 0px 0px” margin=”-20px 0px 0px 15px” visibility=”hide-for-small”] [ux_slider type=”fade” mobile=”false” nav_size=”normal” arrows=”false” bullets=”false” timer=”2000″ pause_hover=”false”] [row_inner v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col_inner span__sm=”12″ align=”center”] [ux_image id=”6196″ image_size=”original” width=”90″] [/col_inner] [/row_inner] [row_inner v_align=”middle” h_align=”center”] [col_inner span__sm=”12″ align=”center”] [ux_image id=”2904″ image_size=”original” width=”90″] [/col_inner] [/row_inner] [row_inner v_align=”middle” h_align=”center”] [col_inner span__sm=”12″ align=”center”] [ux_image id=”5358″ image_size=”original” width=”90″] [/col_inner] [/row_inner] [row_inner v_align=”middle” h_align=”center”] [col_inner span__sm=”12″ align=”center”] [ux_image id=”4946″ image_size=”original” width=”90″] [/col_inner] [/row_inner] [row_inner v_align=”middle” h_align=”center”] [col_inner span__sm=”12″ align=”center”] [ux_image id=”4952″ image_size=”original” width=”90″] [/col_inner] [/row_inner] [/ux_slider] [/col] [/row] [row label=”PC” v_align=”middle” h_align=”center” padding=”0px 0px 0px 0px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ margin=”30px 0px -30px 0px”] [ux_text text_align=”center”]2. “Comfortable” fit
[/ux_text] [ux_text class=”justify”]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.
[/ux_text] [/col] [/row] [row label=”Mobile” width=”full-width” v_align=”middle” h_align=”center” visibility=”show-for-small”] [col span__sm=”12″ margin__sm=”15px 0px 0px 0px” align=”center”] [ux_text text_align__sm=”center”]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.
[/ux_text] [ux_image id=”2914″ visibility=”show-for-small”] [ux_image id=”2915″ visibility=”show-for-small”] [ux_image id=”2913″ width__sm=”100″ height=”110%” visibility=”show-for-small”] [/col] [/row] [row label=”PC” width=”custom” custom_width=”825px” h_align=”center” padding=”0px 0px 0px 0px” visibility=”hide-for-small”] [col span=”5″ span__sm=”12″ span__md=”5″ padding=”0px 0px 0px 0px”] [ux_image id=”2913″ image_size=”original” height=”518px” visibility=”hide-for-medium”] [ux_image id=”2913″ image_size=”original” height=”441px” visibility=”show-for-medium hide-for-small”] [/col] [col span=”7″ span__sm=”12″ span__md=”6″ align=”center”] [ux_image id=”2914″ image_size=”original”] [ux_image id=”2915″ image_size=”original”] [/col] [/row] [row label=”PC” v_align=”middle” h_align=”center” padding=”25px 0px 0px 0px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ margin=”30px 0px -30px 0px”] [ux_text text_align=”center”]3. “Creative” coordination
[/ux_text] [ux_text class=”justify”]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.
[/ux_text] [/col] [/row] [row label=”PC” width=”custom” custom_width=”980px” v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ align=”center”] [ux_image id=”4824″ image_size=”original”] [row_inner] [col_inner span=”6″ span__sm=”12″ margin=”-8px 0px 0px 0px”] [ux_text text_align=”center”]Sophisticated
[/ux_text] [/col_inner] [col_inner span=”6″ span__sm=”12″ margin=”-8px 0px 0px 0px”] [ux_text text_align=”center”]Casual
[/ux_text] [/col_inner] [/row_inner] [ux_image id=”4976″ margin=”-35px 0px 0px 0px”] [row_inner] [col_inner span=”6″ span__sm=”12″ margin=”-8px 0px 0px 0px”] [ux_text text_align=”center”]Sophisticated
[/ux_text] [/col_inner] [col_inner span=”6″ span__sm=”12″ margin=”-8px 0px 0px 0px”] [ux_text text_align=”center”]Casual
[/ux_text] [/col_inner] [/row_inner] [/col] [/row] [row label=”PC” v_align=”middle” h_align=”center” padding=”16px 0px 0px 0px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″] [ux_text line_height=”1.75″ text_align=”center”]4. “Cultural” stories behind kimono
[/ux_text] [ux_text class=”justify”]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.
[/ux_text] [/col] [/row] [row label=”PC” width=”custom” custom_width=”1080px” visibility=”hide-for-small”] [col span__sm=”12″ margin=”-30px 0px 0px 0px” align=”center”] [ux_image id=”2925″ width=”76″] [/col] [/row] [row label=”PC” v_align=”middle” h_align=”center” padding=”30px 0px 0px 0px” visibility=”hide-for-small”] [col span=”8″ span__sm=”12″ margin=”35px 0px 0px 0px”]5. “Caring” mind for sustainable environment
[ux_text class=”justify”]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.
[/ux_text] [/col] [/row] [row label=”PC” width=”custom” custom_width=”1080px” v_align=”middle” h_align=”center” visibility=”hide-for-small”] [col span__sm=”12″ margin=”-30px 0px 0px 0px” align=”center”] [ux_image id=”2930″ width=”65″] [/col] [/row] [row label=”Mobile” h_align=”center” visibility=”show-for-small”] [col margin__sm=”26px 0px 0px 0px”] [ux_text text_align__sm=”left” visibility=”show-for-small”]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.
[/ux_text] [row_inner] [col_inner span__sm=”12″ margin__sm=”0px 0px -85px 0px”] [ux_image id=”4824″] [row_inner_1] [col_inner_1 span=”6″ span__sm=”6″ margin__sm=”-8px 0px 0px 0px”] [ux_text text_align__sm=”center”]Sophisticated
[/ux_text] [/col_inner_1] [col_inner_1 span=”6″ span__sm=”6″ margin__sm=”-8px 0px 0px 0px”] [ux_text text_align__sm=”center”]Casual
[/ux_text] [/col_inner_1] [/row_inner_1] [row_inner_1] [col_inner_1 span__sm=”12″ margin__sm=”-30px 0px 0px 0px”] [ux_image id=”4241″] [row_inner_2] [col_inner_2 span=”6″ span__sm=”6″ margin__sm=”-8px 0px 0px 0px”] [ux_text text_align__sm=”center”]Sophisticated
[/ux_text] [/col_inner_2] [col_inner_2 span=”6″ span__sm=”6″ margin__sm=”-8px 0px 0px 0px”] [ux_text text_align__sm=”center”]Casual
[/ux_text] [/col_inner_2] [/row_inner_2] [/col_inner_1] [/row_inner_1] [/col_inner] [/row_inner] [/col] [/row] [row label=”Mobile” visibility=”show-for-small”] [col span__sm=”12″ margin__sm=”21px 0px 0px 0px”] [ux_text text_align__sm=”left”]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.
KIMONO REBORN project team,who we are ?
“KIMONO REBORN” is a social business project of K.M.Tomyam Co.Ltd., a video production company in Thailand which was founded in 2005 by Yasuhiko Okuno, a Japanese documentary photographer and a video producer.
We have produced several travel programs about Japan for Thai TV, and, more recently, for NHK World, an English-language channel of Japan’s National broadcasting organization. We feature documentary with some aspect of sustainability. We have also initiated “TENKAWA”, a Thai high school students’ photo contest since 2014, one of our CSR activity in collaboration with Higashikawa Town in Hokkaido, Japan.
“KIMONO REBORN” project is directed by Mieko Saho, a partner of Yasuhiko. All video, photography and digital content are managed by our team. However, the project could not happen without the support of Save Elephant Foundation, Elephant Nature Park and our friends in both Japan and Thailand.
Mieko Saho, a director of KIMONO REBORN project
Mieko studied French literature in university in TOKYO. Studying in France opened her eyes to cross-cultural issues. After working for a fashion magazine in the early of 1980’s, she moved to a media contents production company where she has learned interviewing, writing and editing skills.
As an independent reporter, she has covered social, cultural and human stories in South Africa for several Japanese magazines and newspapers with Yasuhiko, her business partner and husband. In 1994 she published her first book which documented the life of a white South African woman who married a black man under the apartheid regime.
in 2004, while raising her two children, she published another book which depicted the life story of a Japanese woman who founded a children’s
house for HIV affected infants in Thailand. Mieko and her husband has supported them through their media and volunteer works. The field research trips for the book connected her and her family to Chiang Mai.
In 2004, they moved to Chiang Mai to begin a new chapter of their life journey. Her husband set up K.M.Tomyam, a video production company, and Mieko has been supporting their works. She is a nature and animal lover and very interested in a circular economy. The KIMONO REBORN project concepts are originated from her work experiences and life journey in oversea.
KIMONO REBORN project team, who we are.
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“KIMONO REBORN” is a social business project of K.M.Tomyam Co.Ltd., a video production company in Thailand which was founded in 2005 by Yasuhiko Okuno, a Japanese documentary photographer and a video producer.
We have produced several travel programs about Japan for Thai TV, and, more recently, for NHK World, an English-language channel of Japan’s National broadcasting organization. We feature documentary with some aspect of sustainability. We have also initiated “TENKAWA”, a Thai high school students’ photo contest since 2014, one of our CSR activity in collaboration with Higashikawa Town in Hokkaido, Japan.
“KIMONO REBORN” project is directed by Mieko Saho, Yasuhiko’s partner. All video, photography and digital content are managed by our team. However, the project could not have been possible without the support of Save Elephant Foundation, Elephant Nature Park and our friends in both Japan and Thailand.
Mieko Saho, Director of KIMONO REBORN project
Mieko studied French literature in university in TOKYO and went abroad for a year in France. Her experience there opened her eyes to cross-cultural issues. After working for a fashion magazine in the early of 1980’s, she moved to a media production company where she trained to become a journalist.
As an independent reporter, she has covered social, cultural and human stories in South Africa for several Japanese magazines and newspapers with Yasuhiko, her business partner and husband. In 1994 she published her first book which documented the life of a white South African woman who married a black man under the apartheid regime.
In 2004, while raising her two children, she published another book which depicted the life story of a Japanese woman who founded a children’s home for HIV affected infants in Thailand.
[/col] [col span=”6″ span__sm=”12″ align=”center”] [ux_image id=”2936″] [ux_image id=”2939″] [ux_image id=”2937″] [/col] [/row] [row width=”custom” custom_width=”1080px” visibility=”hide-for-medium”] [col span__sm=”12″ margin=”-45px 0px 0px 0px”] [ux_text class=”justify”]
Mieko and her husband have supported them through their media and volunteer work. The field research trips for the book connected her and her family to Chiang Mai. That year, they decided to move to Chiang Mai to begin a new chapter in their life journey. Her husband set up K.M.Tomyam, a video production company, and Mieko has been supporting their work. She is a nature and animal lover and very interested in the circular economy. The KIMONO REBORN project has been inspired from her work experiences and life journey overseas.
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