“ubusuna” was launched in 2023 as a brand that means “ubusuna = the land of birth” through an encounter between Furusho Honten Inc., a company founded in 1877 in Kumamoto City, Japan, and creative director Shigeto. Based on the concept of uniquely Japanese clothing, which is a new interpretation of Japanese classical beauty as modernity, we collaborate with local craftsmen to create clothes with original formal lines and casual lines with animistic taste at our own pace. I am creating with. Most of the clothes in the collection are genderless.
``ubusuna’' uses fabrics made in Japan, and most of the sewing and manufacturing processes are not mass-produced, but are handled by various craftsmen and small factories. In particular, the sewing craftsmen are the people who are contributing to the current Japanese fashion industry, and their advanced handwork techniques are astounding. It is an honor and a very exciting challenge for us to be able to present the garments born from this unique way of creating fashion at Pitti Imagine.