RENOWN | 40th Anniversary "D'URBAN": Made in Japan
Tokyo Map Post-Great East Japan Earthquake - Fashion (2)
The Power of Fashion to Uplift the Human Spirit
Renown's "D'URBAN": Made in JAPAN
As a measure to support those affected by the Great East Japan Earthquake, domestic production is gaining attention. While China has long been the primary production base for the apparel industry, Japan's manufacturing capabilities, particularly the "monozukuri" (craftsmanship) of the Tohoku region, are once again in the spotlight, including in reconstruction efforts. Renown, a major apparel company, has adopted its first Japanese character for its brand "D'URBAN," promoting its suits produced entirely in its own domestic factories under the theme "Wearing Japan." The brand has seen a surge in orders for both ready-to-wear and custom-tailored suits, leading to a vibrant production environment and a significant boost in morale among the workforce. We spoke with Renown's Public Relations Department about the current situation following the earthquake and their plans for the summer's Cool Biz initiative.
Text by OPENERS
On the 40th Anniversary of the "D'URBAN" Brand, a Renewed Commitment to Made in JAPAN
──Could you tell us about the damage your company sustained (e.g., to affiliated factories, shops, or personnel) in the Great East Japan Earthquake?
Fortunately, there were no casualties. At our own factories, the women's fabric factory in Fukushima sustained some damage to its building and facilities, but operations resumed in a limited capacity from April 11th. The men's sock factory in Fukushima also suffered minor damage to its building and experienced water and gas outages, but resumed operations in a limited capacity from March 28th.
Regarding our shops, our retail partners (department stores, GMS, etc.) where we operate our sales floors were affected. Some partners have already reopened, while others are planning to do so in the future.
──What measures or support have been taken in response to the aforementioned damage?
During the temporary closure of our own factories, some production was diverted to other facilities. However, the damage was not extensive, and operations have resumed, so there are no specific measures currently in place.
──Have there been any changes to the "D'URBAN" brand's approach to domestic production, such as for suits?
All D'URBAN suits are produced at our own factory in Kyushu, "D'URBAN Miyazaki Sewing." Since the Fall/Winter 2010 season, marking the brand's 40th anniversary, we have re-emphasized "Made in JAPAN" and expanded the use of domestically sourced materials. We have also appointed Yutaka Takenouchi as our image character, promoting the brand as a Japanese factory brand utilizing domestic materials and domestic tailoring.
Introducing a Pique Dress Shirt as a "Setsuden Biz" Item
──Could you tell us about any specific initiatives for summer products, such as for Cool Biz?
D'URBAN already offers a line called "Monsoon" for peak summer, featuring suits and jackets. We also promote the "Untied" line, which offers stylish looks without the need for a tie. These lines will continue to be a focus this summer.
This year, we are launching a new pique material dress shirt. This shirt is designed to prevent sticking to the skin even when sweating, minimizing discomfort. The material is soft, ensuring a comfortable feel even in hot weather. The collar is button-down, maintaining a professional look rather than a casual polo shirt style, making it suitable for business use. Long-sleeved versions are already available, with short-sleeved versions scheduled for release at the end of May (Price: Long-sleeved ¥14,700, Short-sleeved ¥12,600). We also offer 27 types of polo shirts and have increased production volume compared to last year.
──What, then, can fashion do at this time?
In the event of a major disaster like the Great East Japan Earthquake, especially in the immediate aftermath, perhaps the primary concern is simply having something to wear. However, fashion possesses the power to uplift the human spirit. It may be some time before those affected by the disaster can enjoy fashion again. Even for those not directly impacted, there's a somber mood pervading society due to self-restraint.
Yet, a new shirt or pair of pants that suits you well can have the power to lift you out of that somber mood. For those not directly affected, we encourage you to enjoy what you can, including fashion, rather than practicing self-restraint. We believe this will help revitalize the Japanese economy.
──Thank you.