The Birth of more trees

In the VIP room on the 9th floor of the BARNEYS NEW YORK Shinjuku store, Sakamoto began to speak slowly before an audience of about 50 attendees. Facilitator Rika Sueyoshi asked about the origins of more trees.

"During the 'NO NUKES, MORE TREES' campaign, I felt the power of the phrase 'more trees.' Many people resonated with the positive message of 'more trees.' So, the idea of going to plant trees in Rokkasho Village came up. When we actually went there, we found a lush forest already existed (laughs). But that doesn't mean there was no need to plant trees. In fact, Japan, a country with the second-largest forest area among developed nations, was facing severe forest degradation."

Strictly speaking, coniferous trees planted during a past timber boom, after 50 or 60 years, were ready to be brought to market. However, at that time, uniform and competitive foreign timber entered the market, causing demand for domestic timber to plummet. This led to the decline of the forestry industry, leaving only neglected artificial forests. So, instead of planting trees, the idea was to revitalize Japan's forests through thinning and other forest management practices. That's how more trees was established in 2007."

Forest Creation by more trees – LIFE311

The "more trees forest" project is currently underway at 12 locations both domestically and internationally. In Quirino Province, Philippines, the sole overseas base, the project contributes to regional economic development through afforestation. Plans are also in the works for expansion into areas like Indonesia. Domestically, forest creation projects are progressing at 11 sites across Japan, from Hokkaido to Kyushu.

"The bonito from Nakatosa Town in Kochi Prefecture was truly delicious. The shiitake mushrooms from Morotsuka Village in Miyazaki Prefecture, known as the Machu Picchu of Kyushu, were also exquisite. The seasonal ingredients savored in each region are nurtured by the abundance of the forests. The forests and the sea are all connected."

In Komoro City, Nagano Prefecture,Forest creation in collaboration with Louis Vuittonis underway, lending an elegant atmosphere to the entire forest. Meanwhile, in Akihaku Ward, Niigata City, an area historically prosperous from oil production, efforts are now focused on local production and consumption of wood energy.
Each region is diligently engaged in forest creation, leveraging its unique characteristics.

A photograph of a large banquet, marked by a banner reading "Practice Session," drew laughter from the attendees. "Forest creation, as a long-term endeavor, is also about building relationships between people. Especially since people in the forestry industry love to drink, sharing a drink is essential. We call these drinking sessions 'practice,' and we practice diligently (laughs)."



The deep trust between more trees and the local communities, evident in each photograph showing interaction with residents, also supports recovery efforts in disaster-stricken areas through such connections.

"After the earthquake, amidst that tense situation, we encountered people in Sumita Town, Iwate Prefecture, who had started building wooden temporary housing at their own expense immediately after the disaster. Moved by their efforts, we launched a collaborative project."

Thus beganmore trees' disaster relief initiative "LIFE311"The initiative aims to raise 300 million yen in donations and has so far collected approximately 200 million yen. The commitment to continue supporting the affected regions remains strong. Sakamoto emphasized, "We want to continue valuable activities by deepening relationships with local people and utilizing the blessings of the forest."

The Making of more trees Products

Sustainable forest management requires a cycle that provides forest resources to the market, generates funds for forest conservation activities, and reinvests them back into the forest. To this end,more treeshas developed a range of products utilizing forest resources, starting with benches made from thinned wood designed by Naoto Fukasawa, as well as products made from domestic timber and organic cosmetics.

"BARNEYS ACADENY," organized byBARNEYS NEW YORK, has supported the activities of more trees in the past.Taishi ShinkokuThe brand "botanika" by Mr. Shinkoku has released organic cotton towels and apparel, and through campaigns like "GO GREEN GO," where a portion of sales is donated to forest conservation, they have continued their support from the fashion industry.



Furthermore, at this event, "more trees Leather," a new initiative by more trees, was unveiled for the first time. Approximately 400,000 deer are culled annually as pests in Japan; this project aims to utilize their hides as a forest resource, contributing to the creation of forests rich in biodiversity. Deer leather will be used in the future for materials in bags and shoes. It is likely that these products will soon be available at BARNEYS NEW YORK, which produces "cool adults" who contribute to the planet through fashion.

After the event, a reception was held where attendees enjoyed champagne served in cypress masu cups made from wood grown in more trees forests. Deer leather coasters with Sakamoto's handwritten logo were given as souvenirs. The participation fee was entirely donated to more trees' activities and will be used for forest creation.

"BARNEYS ACADEMY" will continue as a series, inviting specialists from various fields such as fashion, art, and culture. We will continue to pay attention to this endeavor aimed at creating fashionable, "cool adults."

more trees
Tel. 03-5770-3969