Are there any affordable sustainable fashion brands from Japan?

We know that sustainable fashion brands come with quality and ethical assurances, which typically add to their price tags. TSU.NA.GU. is a Japanese fashion brand that challenges this notion by adopting a made-to-order model.

In 2018, the brand released a collection of indigo dye items such as dresses, T-shirts and earrings in collaboration with a dye factory in Tokushima. The creation of dye and dying of fabrics takes up to nine months without using any chemicals. While the production cost can be high due to the limited availability of dye and the technique, the brand successfully maintained affordability with sales conducted online and products only made upon ordering. The collection also featured a choose-what-you-pay scheme where customers are provided with the price breakdown and three price options to choose from.

TSU.NA.GU. is a sister brand to Liv:ra, a collection of plant-dyed lingerie made with silk and organic cotton.