A New Era of Creation: "New Life Project" Crafts Ethical Items

NEW LIFE PROJECT

A New Generation Brand Challenging the Norms of the Apparel Industry

The "New Life Project" is a collective of individuals with extensive experience in the apparel industry. They propose products designed for longevity and mindful use. This brand is currently gaining attention, having held pop-up shops at Estnation Yurakucho and Isetan Shinjuku Men's Building.

Text by Kosaku Waseda (OPENERS)

Crafting Products with a "Circular Economy" Approach

In the current apparel industry, the manufacturing process is often overlooked, and the number of domestic production sites (factories and artisans) in Japan is declining.

Furthermore, the popularity of fast fashion has had a significant impact. Price competition has intensified, making it difficult to produce items domestically.

A New Era of Creation: "New Life Project" Crafts Ethical Items

The newly launched "New Life Project" brings together members who have been involved in the apparel industry for many years. Through their work, they have consistently questioned the manufacturing mechanisms within the apparel sector, leading to the inception of this project.

To challenge the "mass production, mass consumption, mass disposal" paradigm that has persisted since the Industrial Revolution, NLP began with a return to basics, focusing on products that are cherished and can be used for a long time.

In recent years, rapid environmental changes and the COVID-19 pandemic have begun to shift people's lifestyles and values.

In this context, the New Life Project aims to operate with a "circular economy" model, viewing previously discarded products and materials as resources, and striving to eliminate waste by circulating materials.

Beyond environmental issues, the project also addresses various challenges, including regional revitalization in Japan, social design, collaboration with different industries, and the preservation of traditional techniques and culture, all within the framework of the 17 Sustainable Development Goals (SDGs).

Three Series in Development

The items are offered in three distinct series.

The "ECO CANVAS SERIES" primarily uses fabric woven with CORDURA® yarn for the warp and recycled PET polyester yarn for the weft, designed to meet the performance and durability standards (resistance to abrasion, tearing, and scuffing) of CORDURA® brand fabrics.

A fluoropolymer coating (Teflon processing) on the fabric surface repels most water-based and oil-based liquids, resulting in excellent water and oil repellency.

The lining, tapes, binders, and labels are made from 100% recycled PET material. The zipper tape uses YKK's "natulon®", which is produced from recycled polyester derived from chemically decomposed polyester waste after impurities have been removed.

While the ratio varies by product, the use of 40% to 60% recycled materials results in environmentally conscious products.

The "ACCESSORY SERIES" features accessories composed of NLP's iconic rope and original aluminum parts.

The NLP original rope is crafted with meticulous attention to texture, with gear ratios and nylon thread tension adjusted multiple times to ensure durability and comfortable use. This finely crafted rope has a production output of only about 50 meters per day.

The "R&W tensioner," an aluminum part with NLP's original design, is based on tensioners used for tents and tarps, allowing for easy adjustment of rope length. The tip of the part is angled precisely to secure the rope at the desired length.

The "DAILY SERIES" uses fabric made from plastic bottles collected during beach cleanups and recycled polyester pellets. It is a blend of 11% ocean plastic waste (plastic bottles) and 89% recycled polyester.

The combination parts are made from recycled fabric using leftover materials and scraps, woven into a recycled nylon ripstop. The fabric surface is treated with an antibacterial and antiviral finish developed with innovative Swiss technology.

NLP also uses FSC-certified materials for hang tags and other components. They are committed to progressing with initiatives that can be undertaken now, with the goal of eventually composing all materials from recycled sources.

Pop-up shops are now open at Estnation Yurakucho and Isetan Shinjuku Men's Building. We encourage you to visit.

Pop-up Shop