Supporting Reconstruction with "Cotton Power"

Cotton Power for Reconstruction Support

The Tohoku Cotton Project: Aiming for Reconstruction Through Cotton

The Tohoku Cotton Project, a collaborative effort by approximately 60 organizations including apparel manufacturers, aims for reconstruction from the earthquake disaster through cotton cultivation, led by producers in the affected areas. Apparel and lifestyle goods made from the first harvest of cotton from their fields are now on sale. To commemorate this, an event titled “Tohoku Cotton Runway” will be held on Saturday, June 23rd, from 2 PM to 3 PM at Tokyo Midtown.

Text by IWANAGA MoritoPhotographs by NAKANO Yukihide

Shifting Gears for Reconstruction

In July 2011, the “Tohoku Cotton Project” was launched with the aim of disaster reconstruction through agriculture. This project, focused on “agricultural revitalization,” “job creation,” and “new industry,” involves cultivating cotton in farmland affected by the disaster. Farmers impacted by the earthquake grow cotton on land where rice cultivation became difficult due to the tsunami, with participating companies jointly handling everything from spinning to product development and sales.

The initial trial cultivation in 2011 was conducted in two locations: Arahama in Wakabayashi Ward, Sendai City, Miyagi Prefecture (1.2ha), and Natori City (0.2ha). In 2012, the second year, the project expanded to 7ha in the Arahama area and 1ha in the Natori area. As of May 2012, 58 organizations were participating.

First Products from the Project

The “Tohoku Cotton Runway” is a fashion and talk show presenting the first products created from this project. Representing the project, eight participating brands will showcase their unique styling using Tohoku Cotton items. Cotton farmers and press members from the participating brands will walk the runway as models.

The 2011 harvest yielded only 80 kilograms, significantly below the target of 1600 kilograms, due to issues such as flooding caused by typhoons. Consequently, instead of individual product lines from each company, sales will be consolidated under the “Tohoku Cotton Project” brand. Sales will be available at the event and on the Tohoku Cotton Project website, with towels and stoles also planned for sale at participating companies.

The product lineup includes denim, polo shirts, towels, and stoles. The denim range features men's and women's styles, including shorts, while the polo shirts are available for men and women. Towels come in four sizes, and stoles in two sizes (large and small). The polo shirts, towels, and stoles are each offered in three colors with different patterns.

Tohoku Cotton Runway
Date & Time | Saturday, June 23, 2012, 2:00 PM - 3:00 PM (Sales from 11:00 AM - 6:00 PM)
Venue | Tokyo Midtown Galleria B1 Atrium
Content | Fashion Show & Talk Show by Cotton Farmers x Participating Brands / Tohoku Cotton Product Sales
Participating Brands | Lee×plumpynuts, UNITED ARROWS green label relaxing, URBAN RESEARCH, MUJI, haco, FRAME WORK, LOWRYS FARM

Tohoku Cotton Project Secretariat
Tel. 03-5414-6273
http://www.tohokucotton.com/