Chic period underwear, dyed with discarded food, launched through Hogara collaboration

The lifestyle brand “CITY SHED,” led by model Hikari Mori, and “Hogara,” a femtech/femcare brand under Toyoshima Co., Ltd., have collaborated on a project to introduce absorbent underwear called “Organic Cotton Period Underwear.” The item is available on the official sites of both CITY SHED and Hogara.

As part of the “FOOD TEXTILE” project, which aims to repurpose discarded food items as dyes, around 50 colors derived from such ingredients were considered. Mori selected three colors utilizing discarded post-drip coffee, komatsuna (Japanese mustard spinach) and persimmon as materials.

Hogara strives to create confortable living for women

 

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Hogara(@hogara.jp)がシェアした投稿

Hogara is a brand established by female employees of Toyoshima with the intention to address the challenges they faced while working and to create products that better reflect the voices of the field. The brand name is derived from a traditional Japanese word meaning “to shine brightly and widely under clear skies.” Drawing from personal experiences and the candid feedback of women around them, they engage in information gathering and planning to tangibly bring to life “what we want now.” Their goal is to become a brand dedicated to enhancing the everyday comfort of women. The brand endeavors to provide products with distinct functionalities, meticulously crafted by textile experts at Toyoshima.

The sustainable lifestyle brand, CITY SHED

 

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CITY SHED, led by model Mori, operates as a lifestyle shop that offers items collected from around the world. The brand aims at enhancing both the mind and body by adding joy to everyday life and embracing the concept of sustainability. The collaboration stems from Mori’s personal use of Hogara’s period underwear, known as “#おまもりショーツ™” in Japanese. In fact, she was deeply impressed by their comfortable fit, cleanliness and eco-friendly aspects, which contribute to a stress-free experience. This resonance led her to aspire to share such positive attributes with a wider audience, thus initiating the collaboration.

The collaboration product being launched this time utilizes materials from the FOOD TEXTILE project, where colors extracted from soon-to-be discarded food items are repurposed as dyes. Earthy tones that blend with nature and colors that harmonize with skin were incorporated. The intention behind the color choice is to alleviate the concerns of urban women while fostering a lifestyle that invokes excitement through fashion sensibilities.

The collaboration introduces two types of products, the full-size version (absorbency of 35-40ml) characterized by its rear-extending sheet and the regular version (absorbency of 15-20ml) suitable for the first usage. Additionally, a laundry net pouch exclusively designed for this collaboration is included in the package. Furthermore, a portion of the product’s proceeds will be donated to the “Plan International,” an international NGO. They work towards addressing global challenges through empowering girls, and Mori serves as an ambassador.

Hikari Mori’s comment

“I’ve personally enjoyed dyeing using natural materials like vegetable peels and plant-based dyes. The lifestyle store CITY SHED conveys the richness and beauty found in forms of sustainability even within the urban environment. By adding a plus to our usual lives, may both our minds and bodies be filled with excitement!”