Page 28 - #194 Oct/Nov 2024

The Pursuit 1

of Authenticity

MOMOTARO JEANS was born in the town of Kojima in the
Okayama Prefecture, a world-renowned denim production area
and has since gone on to become synonymous with ground-
breaking quality. Here, we talk with Masataka Suzuki, the
COO to learn more about the history of the brand and what
the future looks like.

aunched in 2006 by JAPAN BLUE, the world; to have them be recognised
La company that develops and sells by people around the globe,” highlights
unique denim products, MOMOTARO Masataka Suzuki, COO of JAPAN BLUE.
JEANS has inherited the knowledge and When we push Suzuki on the topic of
techniques of its predecessors who built new countries he would like to expand
the foundations of Japanese denim and the brand into, he mentions Europe, in
utilised this to create the best material particular France, as a major market for
in the world today by carefully selecting, the company moving forward. Untitled (The Jeans In Kyoto #51–402)”, 2024 (C) Gottingham Image Courtesy Of Japan Blue, As And Studio Xxingham
dyeing, weaving and sewing the best “Japanese craftsmen, who have
denim of this generation. inherited traditional techniques, are 2 3 4
The business currently operates known for their ‘precision, politeness,
six stores across Japan in Aoyama, delicacy and conciseness’, which are
Koenji, Kojima Ajino, Osaka, the qualities that support high quality
Okayama and Kyoto. Its most manufacturing. We believe that denim
recent store, MOMOTARO JEANS created with this aesthetic sense will be
KYOTO, was opened on 13 July in appreciated in Europe as well.”
Kyoto, a city where people from all MOMOTARO JEANS are not bound
over the world gather and where by the conventional denim framework
tradition and innovation intersect, and as such they offer new products
as a base to introduce the appeal made with their own originally developed
of new “Japanese Denim” to materials. In Japan, there are many world-
people in Japan and from around class artisans in various fields and they are
the world. actively collaborating with such artisans
The store was built in a Kyoto to embody a new concept of luxury. For
machiya (a traditional wooden example, Oshima Tsumugi from Amami
townhouse) while carefully Islands in Japan is one of the world’s 1. Kyoto, Japan
combining new materials three most famous textiles and is highly and further expansion of the community, contributed greatly to the success it has 2. Tokyo, Japan
3. Okayama Japan
and utilising old ones to regarded for its unique beauty created by both on- and offline,” comments Suzuki. seen. Word of mouth is another key factor 4. Osaka, Japan
celebrate its beauty, artisanal techniques. They are currently The increased importance of social in their success, as they feel that many
embodying the in the process of developing new denim media means that it is now possible for people who purchase from MOMOTARO
connection between with such Oshima Tsumugi craftsmen, companies to tell consumers everything JEANS introduce the brand to others.
the values that have which is truly the first and only product of about the brand. Suzuki explains “We see great value and potential in
been passed down to the its kind in the world. that they want to communicate the Japanese denim, which is created with
present and connecting it to Unlike other industrial products, denim authenticity of their products by giving the manufacturing spirit and traditional
the next generation. has a unique concept of value, in which consumers details about the ‘spirit of techniques of the textile industry that
“I believe it is important ‘ageing’ is not regarded as deterioration, craftsmanship’ of their artisans in every Kojima in Okayama Prefecture has
now to spread the brand’s but as a change that increases the value production process. They also want their fostered and we have a desire to pursue
attitude towards our products of the product. In other words, the WE SEE GREAT VALUE AND online contents to demonstrate that their authenticity by creating denim that is
to consumers. We would then footprints of the owner’s life can be seen POTENTIAL IN JAPANESE jeans can be worn on different occasions, incomparable to any other denim made
like to strengthen our retail in the denim after wearing the product for DENIM, CREATED WITH THE in different areas, by different ethnicities in Japan. We are committed to the
position, which is a long time. SPIRIT OF CRAFTSMANSHIP and by different genders. philosophy of ‘delivering the authenticity
the place for the “This is why we are expanding the AND TRADITIONAL Moving onto key drivers behind the of denim to the world’,” the COO
greatest experience lifetime value of our products from TECHNIQUES. OUR GOAL IS TO growth of the concept, the company comments.
for consumers. We the consumer’s point of view, not only DELIVER THE AUTHENTICITY believes that the creation of new values “Moving forward, we want to continue
OF DENIM TO THE WORLD,
would also like to through the purchase experience, but also WHILE CONTINUALLY TAKING manufactured by the handiwork of to take on new and innovative challenges
expand our digital arm through services that support a lifelong ON NEW AND INNOVATIVE craftsmen, which they have valued since that will lead to further growth and allow
and share the value relationship between the consumer and CHALLENGES FOR FUTURE their inception, is a major factor that the company to flourish with new growth
of our products across the product (lifetime product warranty) GROWTH.” has supported the brand up to now and engines,” concludes Suzuki.

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