“Handmade,” “Indigo dyeing,” and “A sense of warmth” have been the cornerstones of BLUE BLUE JAPAN since its founding. Can you introduce the brand to Chinese consumers?īLUE BLUE JAPAN: BLUE BLUE JAPAN is one of Seilin and Co.’s original brands, with its flagship store located at OKURA in Daikanyama, Tokyo. HYPEBEAST: There are many consumers in China who are new to Blue Blue Japan. This technique, infused with time, has been given an even heavier traditional undertone. For more than 20 years, the brand has been using the traditional pure indigo dye technique (natural plant dyeing) - with a long history, the production of indigo dye is a lengthy process that involves chopping, drying and fermenting polygonum harvested from plants to create an indigo dye solution that can be used in fabrics. Top on the list of iconic brands in this category is BLUE BLUE JAPAN, which was established in 1996.Īs the apparel brand launched by Seilin and Co., BLUE BLUE JAPAN has set its tone from the very beginning, inspired by traditional Japanese culture, and in a more subtle way, indigo dyeing which has become the foundation of the brand. Indigo dye, rags and sashiko have all developed into distinct and specific references for current trends. When it comes Japanese fashion, a series of styles that evolved from traditional Japanese dress culture have recently emerged as some of the region’s most representative elements.
