Kaihara Making Denims More Familiar

Japanese denim manufacturer Kaihara is promoting the charm of denims inside and outside Japan, and is linking its promotion to expanding demand.

At seven major stations on the Tokyo Metro, the company will carry out promotions that propose denim styling that matches the atmosphere of the city from the end of this month. Proposals and Monozukuri that fully brings out a Japanese taste will be strengthened for overseas markets.
A corporate official says, “We want to make denims more familiar to consumers and expand their possibilities.”

The promotion will have advertisements displayed at the seven Tokyo Metro stations of Ebisu, Omotesando, Roppongi, Ginza, Yurakucho, Tokyo and Shinjuku from November 28th. With the cooperation of customers and brands, promotions will be made to make denims more familiar to consumers with the proposal of denim styles perfect for taking a walk through the city made by a denim fabric maker. Promotions will also be made on the Tokyo Denim Style website and through free papers distributed at stations.

Exports are currently sluggish due to the appreciation of the Japanese currency and worsening market conditions, and the company will look for new ways to invigorate overseas business. The new 2018 collection will promote Monozukuri with a Japanese taste, and the company hopes to develop new markets with its new collection.