<FaW TOKYO Sustainable Fashion EXPO 2023 Autumn> Exhibitor Review
Here is a review of KOWA's first exhibition at the Fashion World Tokyo FaW TOKYO Sustainable Fashion EXPO, held in early October 2023.
This exhibition is the largest specialized exhibition in Japan, gathering together fashion products and materials featuring sustainability, such as eco, recycled, organic, and fair trade, from all over the world.
In order to reach a wider range of visitors, we exhibited jointly with BPLab , a company involved in a variety of businesses related to the circular recycling of textile products.
The exhibition content is KOWA's first attempt to clearly and easily present environmentally conscious services from a business perspective.
The exhibition is structured around two themes: "ecosystem cycle" and "technological cycle." The innovative approach captured the hearts of many visitors, and we saw many visitors from other industries, including the automotive and interior design industries, going beyond the boundaries of the fashion industry.
Ecosystem Cycle proposed "CURETEX," a washi fiber that can be used to recycle clothing as fertilizer.
When this special washi fiber is placed in soil, it biodegrades and becomes fertilizer, improving the soil. It is truly a sustainable fiber.
Furthermore, agricultural products harvested from farms where soil has been improved are processed into food products, which are sold on the Kowa Group mail order site, KOWA Happiness Direct .
To introduce the exhibits, we have prepared displays that will make the exhibits feel more familiar and real to visitors.
<1> Clothing made with Curetex
<2> Collection boxes in stores that refurbish used clothing
<3> A planter made from recycled fabric that biodegrades and turns into fertilizer, stimulating bacterial activity in the soil, enriching the soil and helping plants grow healthily.
<4> Food made from ripened vegetables (Cure Foods)
...This is a simple expression of the cycle from clothing to agriculture to food.
A wide range of visitors expressed amazement at the unique supply chain that has been achieved from collection to production into food.
We got a strong sense that our environmentally conscious approach transcends industry boundaries and is attracting borderless interest.
In the technical cycle presentation, a vibrant sofa made of QUARTEC caught the attention of visitors. It was designed by Kaga Yuzen artist Uesaka-sensei.
The biggest feature of Qualtech is its materials (fabrics, textiles) that use high-quality polyester fibers that are made without mixing resins or chemicals during the production process, and that express the texture of leather or synthetic leather.
Therefore, unlike conventional synthetic leather, after use it is returned to fiber and reborn as Qualtech once again.
In addition to its many other benefits, such as being lightweight, less susceptible to heat changes, washable, and highly durable, the material has received rave reviews from visitors, who commented that it has a texture that cannot be found anywhere else.
Environmentally friendly leather has many issues in terms of texture and cost, but we have received feedback that "Qualtech has overcome a variety of issues and is an ideal sustainable material."
"Circular Navi" is a circulation system that allows consumers to check the supply chain, and is introduced by attaching QR code tags to products.
By scanning the QR code on the tag with your smartphone, you are connected to the Carbon View site, where you can see at a glance the CO2 emissions associated with product manufacturing.
This service makes things more visible, allowing consumers to make product selections with greater awareness of the supply chain.
We were surprised by the high level of empathy from the visitors and the high level of interest in the importance of traceability. At the same time, this opportunity deepened our conviction that "in the future, more easily understandable labeling for consumers will become a must."