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An Interview with Obico: Where Tradition Meets Sustainability | Arigato Travel
Obico is a Japanese upcycling brand run by Geisha & Co., based in Sendai, Miyagi. Their mission is to breathe new life into vintage kimonos and obi fabrics while promoting Japanese culture and sustainability. We first discovered them through their standout piece, The Kimono Body Bag, which earned them the prestigious 2024 Gold Award from the Omotenashi Selection. More than just a stylish way to carry your essentials, this award-winning bag embodies a deep respect for tradition. Made from authentic kimono fabric, each bag transforms a piece of Japan’s cultural heritage into something functional, meaningful, and beautifully modern. Today, we had the pleasure of speaking with a member of the Obico team to learn more about their journey, creative vision, and what lies ahead. First of all, could you please introduce yourself? I am Yukiharu Konno, representative of Geisha & Co. (brand name: Obico). After graduating from high school in Japan, I studied abroad in Australia and worked in Sydney for 26 years. Although my previous industry was in the food and beverage sector, which is completely different from my current field, I feel there is a common thread in the mission of “sharing Japanese culinary culture with people overseas,” which aligns with my current goal of “promoting kimono culture to the world.” After that, I spent a year in Vietnam launching a new store, but due to the impact of the COVID-19 pandemic, I had to abandon that venture and return to Japan, where I established Obico. In this business, my responsibilities are diverse, including product design, planning, procurement, and sales. For those unfamiliar with Obico, how would you describe your brand and its mission? Obico is a brand that aims to share Japan's cool culture with the world. By incorporating the traditional and cultural elements of the kimono — which can sometimes feel intimidating — into everyday life in a sustainable and accessible way, we hope to create products that foster sustainability, empathy, and the dissemination of Japanese culture. Could you tell us how the Kimono Body Bag came to be? It all began with my desire to utilize my background and be involved in a business that promotes Japan to the world in some way. During this time, I learned that in modern Japan, there are almost no opportunities to wear a kimono, and that there are hundreds of millions of kimonos and obi (sashes) sleeping in closets across the country. That was the starting point for my focus on this treasure trove. What makes the Kimono Body Bag special compared to other types of bags or accessories in Japan? First, every product is one-of-a-kind. Additionally, the fabric itself is not made specifically for bags but is upcycled from kimono obi, which are rich in Japanese culture. The weaving techniques used to create the obi and the patterns that express Japanese aesthetics are beautiful and relatable to people worldwide, and we believe they carry a story that resonates with everyone. How do you source the kimono fabrics used in each of your creations? Are they vintage, donated, or repurposed? Are certain patterns or fabric types more unique or hold different significance? We primarily source unused, gently used kimono fabric from kimono shops. Just as countless kimonos are sleeping in people's closets, kimono shops also hold treasures for the same reason. We also offer a service where we create custom-made bags using kimono or obi belts owned by individual customers. Since kimonos have been worn for important life events such as weddings, they often hold special memories or stories, and we believe this adds new value to the bags. What has been the response to the products you offer and Obico as a company, both in Japan and internationally? First and foremost, I believe that “beauty is beauty.” We have had the opportunity to exhibit at overseas trade shows and sales events, and I am confident that this is a universal truth. The unique texture, luster, and beauty of the patterns of silk, the material used for kimono obi, transcend time and borders. While Japanese people who are well-versed in kimono culture understand the meanings and emotions behind the patterns, many modern Japanese people do not. At Obico, we consider it one of our missions to convey and educate people about these meanings. We believe this contributes to the preservation of culture and adds new value to Obico bags. If I were to point out a difference, Japanese customers tend to prefer more subdued, elegant patterns. They may find value in the fact that “this is actually made from a kimono sash!” On the other hand, overseas customers tend to prefer products with bold, eye-catching colors and patterns that clearly evoke “The KIMONO” or “The JAPAN.” We believe that our philosophy and concept resonate with people both domestically and internationally. What does receiving a 2024 Gold Award from the Omotenashi Selection mean to Obico, and how has it impacted your work? Obico is a brand that targets overseas markets, including inbound tourism, so we are very pleased to have received recognition from overseas judges. Since our founding, we have participated in various competitions every year, and in 2023, we were recognized as a “Next-Generation Craftsman” in the TAKUMI NEXT program hosted by the Ministry of Economy, Trade and Industry. This, combined with the recognition, has elevated the value of our brand and contributed to increased brand awareness both domestically and internationally. Are there any challenges in combining traditional Japanese materials with modern fashion trends and needs? How do you balance tradition and modernity? At Obico, we strive to develop products that surprise consumers with the thought, “Wow, this is made from a kimono?” This body bag is a symbolic design that we believe cannot be replicated by other companies. We also aim to combine materials with unexpected combinations when pairing them with kimono belts. We strive to develop products that consumers will want to tell others about by combining interesting materials such as genuine leather and quilting. However, it is also true that design and interesting material combinations alone do not lead to consumer purchases. We believe that functionality is an important element. In addition, pure silk obi fabric is a very delicate material. One of the challenges is that it requires the utmost care and high technical skills during processing. Obico's products are carefully handcrafted by the artisans selected for Takumi NEXT, from cutting to sewing, ensuring that these aspects are met. Do you have any memorable customer stories or moments that have stuck with you through this journey? At an airport event, an American male customer walked up to the shop while looking at a single bag displayed from a distance. When he got close and picked it up, he decided to purchase it immediately. He mentioned it was love at first sight, and this experience gave us confidence in the appeal of Obico's products. Additionally, during an event in Taiwan, a customer showed great interest in our products, spent about an hour asking questions about our approach and the stories behind them, and expressed deep resonance with our philosophy. This led to the customer carrying our products in their shop. This experience reinforced the importance of communicating our concept and story, and it was very rewarding to see that our values resonate globally. Is Obico planning to expand into other product lines or collaborations in the future? Are there any new collections or partnerships you'd like to share? We are currently working on collaboration projects with companies in different industries. As part of our collaboration with Japanese professional baseball and basketball teams, we have been developing upcycled bags and accessories made from their uniforms over the past few years. Although the material is not kimono fabric, we share the same philosophy of sustainability, so we have continued this initiative. Additionally, we are currently collaborating with a global men's leather shoe manufacturer, with plans to unveil the project in September this year. This project involves creating bags using leather scraps from shoe production and obi fabric, highlighting the unique charm of Sendai, where our headquarters are located, as part of a cross-industry collaboration initiative in the Tohoku region. Details cannot be disclosed until the unveiling, but it is a project we hope you will look forward to. In addition, we also handle interior goods made from kimono obi, and we are working to expand our partnerships by collaborating with a manufacturer of “Sendai Tansu,” a traditional local craft, and by accepting commissions for the production of interior panels for hotels. Are there any other messages you'd like to share with our readers? We hope you will discover a one-of-a-kind bag that not only showcases the beauty of the kimono sash material and patterns but also the story behind it. May you find your perfect Obico... Thank you so much for sharing your time and story with us! We’re so grateful to have learned more about your amazing company and it's incredible mission! Follow Obico on: Website: Obico.jp Instagram: @obico.jp Facebook: @obico.jp X: @obico_jp The Kimono Bag at Omotenashi Selection: https://omotenashinippon.jp/selection/en/prize/2400-01-016/ Featured Photo Credit: Obico Interested in stylish Japanese designs? Check out our Fashion, Beauty, and Wellness Tours to explore more hidden gem fashion finds!