Sustainability has become a cornerstone of Japanese fashion, where heritage craftsmanship, innovation and environmental consciousness intersect. While Japan has long prioritised quality and longevity in clothing, the rise of sustainable fashion reflects a global shift towards ethical consumption. Brands are embracing circular fashion, upcycling and natural dyeing techniques to minimise waste and reduce environmental impact. In this edition, Top 10 of Asia highlights the top ten (in random order) most revolutionary fashion brands in Japan at the forefront of sustainability, redefining the industry with eco-conscious practices while preserving tradition and craftsmanship.
Tsuchiya Kaban
Tsuchiya Kaban has been crafting high-quality leather goods since 1965, upholding a legacy of durability, craftsmanship and timeless design. Founded by Kunio Tsuchiya, the brand remains dedicated to sustainable practices by valuing natural materials, minimising waste and ensuring longevity in every product. Each piece is meticulously handcrafted by skilled Japanese artisans, embracing the natural variations of leather to create unique, enduring designs. With a commitment to simplicity and elegance, Tsuchiya Kaban champions sustainability through quality—offering refined, minimalist pieces that age beautifully over time, reducing the need for replacement and promoting a more responsible approach to fashion and consumption.
9-jour
Founded in 2023 by Denobo Structure LTD., 9-jour. (ku-jo) is a Japanese denim brand that blends traditional craftsmanship with modern design. With extensive experience in apparel production for renowned brands, 9-jour. redefines denim from a sustainable perspective. The brand’s proprietary Shin-Manyo Dyeing technique uses natural dyes to create 21 unique colours while rejecting mass production in favour of a made-to-order approach. Each piece is hand-dyed by artisans for exceptional quality. Committed to eco-conscious practices, 9-jour. uses biodegradable materials and sustainable dyeing processes, transforming denim into wearable art with a focus on colour, craftsmanship, sustainability and cutting-edge technology.
KasuReKids
Under Mayumi Hasegawa’s leadership KasuRekids is transforming sustainable children’s fashion with Kurume Kasuri, a 220-year-old traditional craft renowned for its durability and comfort. Using organic cotton and non-standard hagire, their 100% cotton garments are gentle on sensitive skin and designed to grow with children, lasting two to five years. Handmade with looms and well water, their eco-friendly approach includes a resale programme for outgrown clothes and upcycling fabric scraps into art. Offering charming, gift-worthy designs, KasuRekids plans to expand into adult wear and wholesale to ethically conscious European consumers. Their timeless, zero-waste philosophy sets them apart in Japan’s sustainable fashion scene.
KAPOK KNOT
KAPOK KNOT, founded by Kishow Fukai, a fourth-generation apparel industry successor, was born from his vision to break the cycle of mass production and waste in fashion. Under KAPOK JAPAN, the brand introduced NEO DOWN KAPOK, a plant-based insulation material sourced responsibly from Indonesian farms through the “Farm to Fashion” model. Committed to ethical and sustainable manufacturing, KAPOK KNOT prioritises consumers, producers, and the environment, ensuring transparency from sourcing to delivery. By combining innovation with responsibility, the brand creates high-quality apparel that benefits people and the planet.
Takarajima Senkou
Founded by Chiharu Ogomori in 2001, Takarajima Senkou is a small dyeing workshop dedicated to preserving the art of natural hand-dyeing. Rather than creating exclusive artworks, the brand focuses on crafting affordable, everyday garments and accessories that showcase the subtle beauty of natural dyes. Each piece is designed and hand-dyed by skilled artisans in Japan using sustainable materials such as cotton and linen. Committed to slow fashion, Takarajima Senkou offers re-dyeing services to extend the life of its products. Through continuous experimentation and collaboration, the workshop keeps this traditional craft alive in the modern world.
Malion Vintage
MALION vintage redefines sustainability by breathing new life into cherished garments. Founded in Japan in 2016 by Eriko Ishida and Aki Shimizu, the brand transforms vintage materials—such as men’s ties, tweed jackets and deadstock fabrics—into entirely new designs, blending Ishida’s masculine aesthetic with Shimizu’s feminine sensibility. Committed to ethical fashion, MALION vintage upcycles pre-loved pieces to reduce waste while preserving craftsmanship. With a focus on slow fashion and creative reconstruction, the brand offers a unique approach to sustainability, proving that luxury and environmental responsibility can coexist through thoughtful, artistic reinvention.
Koraru
Koraru redefines swimwear with a commitment to circular fashion, using ECONYL® regenerated nylon from ocean waste. Founded by Oana Romaneiro, the brand prioritises sustainability by designing timeless, high-quality pieces that counter fast fashion and promote longevity. Its eco-friendly packaging incorporates innovative recyclable materials further reducing environmental impact. Inspired by a deep love for the ocean and global travel, Koraru embraces a slower, more mindful approach to fashion—one that values craftsmanship, respects nature and encourages conscious consumption. By blending elegance with sustainability, Koraru proves that style and environmental responsibility can go hand in hand, protecting the planet for future generations.
CLOUDY
Founded in Japan, CLOUDY merges fashion with social impact through a unique business model that integrates both a for-profit apparel brand and an in-house NPO. With a sewing factory in Ghana employing women and people with disabilities, 10% of sales fund education-driven initiatives, including school construction, vocational training and lunch programmes. Since 2010, CLOUDY has provided education to 3,800 children, created 630 jobs and delivered 2.59 million meals. By reinvesting profits, the brand ensures lasting impact without relying solely on donations, using fashion as a tool to drive positive change globally.
Itoshiro Yohinten
Itoshiro Yohinten is a sustainable clothing brand rooted in the historic village of Itoshiro, Gifu Prefecture. Inspired by ancestral wisdom, the founder reimagines traditional Japanese dressmaking for modern lifestyles, prioritising sustainability and craftsmanship. The brand embraces straight-cut designs to minimise fabric waste and utilises natural plant dyes, including indigo, to reflect the beauty of the land. Committed to ethical production, Itoshiro Yohinten collaborates with local artisans to preserve heritage techniques while fostering a thriving community. By blending tradition with innovation, the brand honours Japan’s cultural legacy while promoting environmentally conscious fashion for future generations.
Sasquatchfabrix.
Sasquatchfabrix. embraces sustainability by redefining fashion through cultural preservation and innovation. Rooted in vernacular traditions, the brand honours the past by reinterpreting classic styles with modern sensibilities, ensuring that traditional craftsmanship is not lost in an increasingly homogenised world. By discovering new value in historical garments and materials, Sasquatchfabrix. creates avant-garde, expressive designs that challenge conventional fashion norms. Committed to ethical production, the brand’s approach balances heritage with contemporary relevance, advocating for a future where fashion remains both environmentally conscious and deeply connected to cultural identity. Sustainability, for Sasquatchfabrix., is a seamless fusion of past and present.