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WELLNESSWEEK
Unveiling the Potential of Canvas with SEUVAS, a Brand from Kojima
Kojima is globally recognized for its denim, but quietly maintained in its shadow is another traditional industry: canvas. This durable fabric has been woven in Kojima for over 100 years, originating from a time when rice cultivation was challenging in the area. Post-Meiji era, cotton cultivation flourished, leading to growth in spinning and weaving, supporting traditional sectors like kimonos and school uniforms, and transforming into a leading denim producer with a 25% global market share. This "hidden specialty" of Kojima, the canvas, has continued its legacy silently.
The origins of Kurashiki’s canvas fibers trace back to ancient Egypt, initially used for ship sails and introduced to Japan on Oda Nobunaga's ships. Made by twisting multiple cotton threads for strength, this canvas is breathable, durable, and develops character over time.
This culture spread nationally during the Edo period, with Kojima, a hub for cotton cultivation, becoming the top production area, honing spinning techniques to maintain a 70% domestic market share today. The canvas culture SEUVAS inherits, undoubtedly, has noble roots.
This culture spread nationally during the Edo period, with Kojima, a hub for cotton cultivation, becoming the top production area, honing spinning techniques to maintain a 70% domestic market share today. The canvas culture SEUVAS inherits, undoubtedly, has noble roots.
What's remarkable is this canvas’ untapped potential in fashion, despite its century-long history. Until now, canvas was rarely considered for clothing. Sensing new possibilities, Tatsuhiro Akashi of Wired Inc., SEUVAS' predecessor, decided to launch a brand to bring customers closer through his experience in OEM.
He aimed to create unprecedented value by merging 130-year-old Kurashiki canvas with in-house garment sewing techniques, choosing canvas for its massive potential, despite its reputation as being unsuitable for clothing.
Collaborating with traditional and historical canvas maker Takeyari Canvas, they developed a washable fabric suitable for clothing. In 2001, Akashi's vision bore fruit as the brand "SEUVAS."
Thus, the canvas, pulsing behind Kojima denim, shattered its steadfast image to emerge as innovative fashion items. SEUVAS embodies more than just clothes-making; it's a mission to showcase Japanese craftsmanship and local industries through canvas.
Part2
SEUVAS' Vision for Future Generations