Tototo: sustainable leather born from upcycling fish skin

Himi, a small town in Toyama Prefecture along Sea of Japan is known for its 400-years-old fishing culture. Because of its abundance of fish, the locals call the region a “natural fish tank.” Particularly famous is its winter “buri (yellowtail),” which many Japanese people look forward to tasting, especially in the New Year season. However, fish is not only valued here as subsistence. In recent years, alternative material to create daily items is also finding value. The Himi residents here have found ways to turn fish skin into something usable and also sustainable.

It all started out when Tomohisa Noguchi—a member of Local Vitalization Cooperator who came to Toyama from Kagawa Prefecture—discovered tons of fish skin getting discarded every year. Starting in 2018, he and his team sought to create something out of the discarded fish skin. After numerous tests and trials, they finally developed a uni1que technique to tan it and add new value to it as “fish leather.” They then used the fish leather to create items like wallets, card cases and key holders, selling them under the brand name “tototo.”

However, fish leather is not exactly something new. Salmon leather wallets and boots already existed. But many assumed that fish leather had a typical smell and wasn’t strong enough to be made into heavily used items.

According to Noguchi, this is not the case. After 15 delicate procedures over two weeks, a strong, smooth and odor-free fish leather is produced. The fish skin is then dyed in vivid fancy colors and reborn. Each item is handmade, so they are different to each other. Moreover, the yellowtail’s beautiful scale patterns emerge when viewed in bright places, creating a beautiful effect.

Noguchi and his team hope that the brand will represent Himi in the future, thereby revitalize the region and foster sustainability.