Preserving Japan’s Tradition, Matohu’s Way

Kimono literally means “things to wear” in Japanese. Until Japan opened up its doors to western countries in the late 19th century, everyone wore kimono. Obviously, kimonos evolved in the course of its long history. Kimonos worn by people in the 19th century looked so different from those that were popular in the 10th century Japan.

Since the western clothing was introduced to Japan, however, kimonos seem to have slowed down its improvement. Or people are too strict about defining what is “Kimono,” as if there is only one correct way.

Matohu, a Japanese fashion brand, has an approach quite different from the conventional way of preservation, according to the article of Japan Times.

The average Matohu fashion show offers audiences a crash course in Japanese fashion and the arts. Matohu’s first series of collections from 2005 drew their inspiration from the Keicho Era (1596-1615), dedicating the label’s debut to samurai and tea ceremony master Furuta Oribe (1544-1615) and methodically exploring the textiles and arts of the period over the next five years.

Since 2010, Matohu has widened its scope to include Japanese aesthetics as a whole in each collection. This approach has proved to be a revelation in its own right, singlehandedly cataloguing ideals of beauty such as utsukushi(adorable) to honoka (the feeling of a faint but tangible presence).

Matohu: Observing tradition in modern design – Japan Times

“Matohu”, a verb which means to wear in Japanese, carries an intricate sensation of touching the fabric, shaping yourself into fitting the costume.  Such an appropriate name for its brand.

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