Japan’s sustainable fashion trends embracing circular economy

Are you interested in discovering new sustainable fashion brands? While we previously highlighted major sustainable apparel brands in Japan before, new ones are constantly emerging. Here are three notable examples.

The new circular fashion initiative by “Withal”

Withal is a pioneering project of a new form of circular fashion. They collect unwanted clothing in cooperation with major apparel brands and transform them into various products. You might think the concept of upcycling is not new and wonder what sets this project apart.

In conventional clothing recycling, some materials, such as blended fibers, are not recyclable and end up in the garbage. Whereas, Withal collects a wider variety of materials by developing a system that transforms them into four different forms: yarn, durable boards, paper and eco-friendly solid fuel called biocoke. These recycled materials are then used to create new clothing, furniture, paper bags, business cards and more.

This approach could potentially lead to an increase in the number of companies utilizing these materials in the future.

(Image: PR Times)

Biodegradable vegan leather from Coconut: “Never Leather”

A new type of vegan leather is now available in the Japanese market. This biodegradable leather is made from coconut water, hemp and banana stems that would otherwise be discarded. The founder was drawn to the unique texture and sustainable concept of this material, developed by Malai Biomaterial, during her time in India and decided to launch the brand.

In India, known for its coconut production, thousands of liters of coconut water are disposed of every day, leading to water pollution and soil acidification. Never Leather helps reduce environmental pollution and creates employment opportunities for the community through their products.

(Video: YouTube)

Their online shop offers various everyday items such as key cases, card cases and book jackets. The rough texture resembles traditional Japanese paper, washi, making their products even more unique.

(Image: PR Times)

An apparel brand that doesn’t sell clothing: “Energy Closet”

Energy Closet is gaining popularity among young fashion lovers for its unique concept. Their pop-up store in Tokyo takes place on the first Sunday of every month, where participants can swap unwanted clothing for other items in a barter system. (A ticket costing 3,300 yen is required to participate. Each ticket entitles the participant to take home three items.)

While this business model may seem familiar, it’s a new addition. Energy Closet accepts damaged or stained items that second-hand shops or donations wouldn’t normally take (excluding kids’ clothing, underwear, swimsuits, shoes and socks.) The concept originated from the founder’s passion for vintage clothing, believing that some, like herself, appreciate rips, fraying and fading as part of fashion.

Moreover, they upcycle items that can’t find new owners. In partnership with designers, they create one-of-a-kind pieces. Also, items that can’t be upcycled are transformed into a fiber-soil called TUTT, ensuring zero waste. For those who enjoy fashion, vintage clothing and treasure hunting like myself, this must be exciting.

(Image: PR Times)

These examples showcase the evolving Japan’s fashion industry. We will continue to keep an eye out for new ideas!