Japanese brand Momotaro Jeans is rolling out a new strategy for retail, branding and design to highlight the “allure of Japanese denim both domestically and internationally.”
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On Saturday, the Kojima, Okayama-based label opened a new store in Kyoto and unveiled a new website, allowing the brand to convey its new brand message seamlessly across offline and digital platforms.
The store preserves the traditional Kyoto townhouse design while blending old materials with new ones. It was designed by AS, the architectural unit of Jun Aoki and Masatoshi Shinagawa, renowned for their work on public buildings such as the Kyocera Museum of Art and numerous commercial and residential projects.
The website serves as a sales channel and a branding tool. Offering a wide range of sizes, the site addresses the challenges of choosing denim and provides consumers with aftercare information. The brand said the goal is to provide shoppers with an experience equivalent to visiting a physical store.
Product design is a key part of the brand’s global strategy. Momotaro Jeans is introducing new fabric developments that build on its tradition for dyeing, weaving, and sewing craftsmanship.
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Known for its deep indigo Tokuno Blue jeans that fade with wear, the brand said it has re-evaluated the denim composition and selected finer weft threads to accentuate the indigo color of the warp threads. The brand has also applied a process to minimize post-wash shrinkage, reducing the disadvantages of rigid raw denim.
For Japanese denim purists, a range of jeans is dyed with natural Japanese indigo and traditional ash fermentation dyeing methods. “This unique product showcases warp threads that express the intricate details only possible with Momotaro Jeans. It represents a new aesthetic of Japanese traditional craftsmanship,” the brand stated.
Despite being challenging to weave with vintage power looms, the brand elevates denim with new blends that include silk and cashmere . Silk creates a glossy and smooth texture. Cashmere adds softness and a lightweight feel.
Jeans are finished with labels featuring Momotaro Jeans’ refreshed logo, which “incorporates the interpretation of traditional Japanese emblems, reimagined in a contemporary context,” the brand stated.
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