2025 SS Premiere Vision Paris & Milano Unica Exhibition Review
The world's leading textile trade fair, Première Vision Paris, held in Paris, France, and Milano Unica in Milan, Italy.
We bring you a review of KOWA's exhibition, which has been revamped from the last time and is taking on new challenges in preparation for the 2025 SS season.
Both exhibitions this time attracted many visitors, just like the previous ones. In particular, the number of exhibitors from Japan is on the rise, and there were many eager buyers looking to find new products.
The vibrant colors captivate visitors
The presentation will be different from the same exhibition in AW 2024, with half of the booth being used to display products.
To make the vividly colored products and original denim stand out, the side facing the aisle is made of transparent glass. The main display is placed at a high level to make it easy to see.
The exhibits were visible even from a distance, and the impression was more colorful and catchy than other booths. It was so well received that visitors passing by couldn't help but stop by.
A special texture created by our unique processing technology
The other half of the booth, the material zone, was focused on light fabrics suitable for Spring/Summer.
We proactively promoted our originality through proposals such as using high-quality cotton such as extra-long staple cotton, Suvin, and Supima for the thread shaft, as well as new ideas that make full use of our unique processing technology.
Our top 10 most popular materials chosen by our customers
The material, which is made using unique Japanese technology and is made by kneading natural materials to create a synthetic fiber-like feel and an exquisite bounce, is extremely popular.
The focus on secondary processing, which cannot be found anywhere else, proved successful and attracted the attention of many visitors.
2nd place: KW1089
Twistech Cotton
Organic Cotton High Twist Twill Cold Marcerize＋Tumbler
3rd place: KW5100
Cordura Nyco
Technology C / Cordura PFD with Salt Shrinkage Finish
6th place: KN88217KRNCET
The Cotton New Finish
CPT80 Cotton Compact Twill LUFTUS finishing
7th place: KPV113
The Cotton New Finish
Fullness, moderate firmness and elasticity
"ATELIER.K" Made in Japan product dyeing
Following on from the 2024AW exhibition, the product team (Atelier.K) highlighted the product dyeing techniques that can only be done in Japan.
The samples were created using a unique technique that makes the most of Kowa's materials, which involves laminating natural fibers and dyeing the product. The attention to coloring and the resulting innovative products attracted visitors and contributed greatly to attracting customers.
Our top 5 most popular products chosen by our customers
Popular items included new textures achieved through lamination and a vintage look achieved through post-dyeing, utilizing unique Japanese processing techniques and materials that can only be produced by KOWA.
Now that sustainability has become the standard, I feel that products that go a step further and pay attention to detail are being appreciated.
1st place: AK1857 Linen Hoodie BZ
Material: Linen x HIKARI
Color options: White/Yellow/Blue
This hoodie blouson is made from 100% natural linen with a glossy laminate finish, creating a new fabric that feels like synthetic fiber despite being made from natural fibers. Taking advantage of the thin and light material, it has a casual yet stylish look.
2nd place: AK1855 Cotton Reversible CT
Material: 100% cotton strong twist twill x KASUMI
Color options: White/Red/VioletBK
This bal collar coat is made of twill cotton with a matte laminated finish. Although it is made of natural fibers, the leather-like finish of the fabric gives it a vintage feel, achieved by post-dyeing. Taking advantage of the material's completely different appearance on the front and back, it is reversible.
3rd place: AK1861 All-eco Down JK
Color: White
Born from the question, "Is it possible to make 100% eco-friendly down?", this sustainable shirt-style down jacket is made entirely from organic and recycled materials, from the fabric to the auxiliary materials and accessories. The outer material is made from KOWA cotton rip, which was popular at our previous exhibition. It can be worn casually by both men and women, just like a light jacket.
4th place: AK1864 WASHI Denim PT
Color options: Indigo/White
These pants have a clean look, taking advantage of the crisp feel and beautiful texture of the surface that is characteristic of washi paper fibers. They have a simple yet relaxed silhouette and the elegance of the material. The attention to detail sets them apart from ordinary denim.
5th place: AK1858 BARIKATA CT
Available colors: White/Pink/Khaki
This coat is made of Kowa's standard cotton x Cordura nylon material, which has been specially processed to create a standing fabric, and is finished with BARIKATA processing. The airy, structured silhouette and the dry texture created by the secondary processing create a unique nuance. The finish will impress even vintage lovers.
Increasing demand for market competitiveness and improved brand value
European brands have many products from neighboring countries such as Portugal, Turkey and Lithuania, which outperform Asian production due to advantages such as cost and ease of communication.
Therefore, in order for KOWA to increase its competitiveness in the market, it will be essential for it to strengthen cooperation between departments within the company and build an efficient production system.
Furthermore, we are convinced that the key to achieving a breakthrough in the market will be to strongly promote our "originality," including the creation of unique materials and processing techniques that can only be achieved in Japan.