About NOI

Men’s NOI

洋服みたいに着られる和服。

着物に触れて、着るようになって 初めてその素材や職人の技術や伝統と歴史がつまっていることに気づく。

When you touch and wear a kimono, You may notice it is comprised of the materials, craftsmanship, tradition and history.

そうした想いやSTORYに気持ちは引き締まり、背筋が伸びる。 積み重ねた自身のSTORYとが合わさって凛としたその姿は風格となり、その人自身の輪郭を明瞭に見せる。

You will feel dignified for the story the kimono has and straighten yourself up.

By blending the kimono’s story with yours, your personality will be grown statelier and your posture will be defined more clearly.

これは日本の和の文化が織りなす伝統衣装。

それを伝えていく仕事が呉服店 職人の手仕事を残していくこと伝統を紡いでいくこと 戦後の高度経済成長期、洋服が入ってきた際に呉服業界は大打撃を受け、販売戦略として冠婚葬祭の晴れ着として高単価の呉服をメインに取り扱うようになりました。

※絹→呉服、綿・麻など→太物

This is the traditional Japanese costume, created with a harmonious culture.

The mission as a Gofuku shop is to convey the above message, to preserve craftsmanship, and to keep a tradition alive.

The Gofuku industry suffered severe economic damage when Japanese people became wearing western clothes more than kimonos during the high economic growth period (from late 1950s). For strategically marketing, the predecessor of Beniya Gofuku-ten mainly dealt with high-priced products such as special occasion kimonos. 

*E.g. [Silk] Gofuku, [Cotton and Linen etc.] textile fabrics

そこで普段着ていた木綿の着物を復活すべく木綿ブランド「121E(ジュウニヒトエ)」をNOI代表の旭がつくり、価格帯を下げることが可能になりました。

A while ago, Mayuri from Beniya produced the cotton kimono brand called “121E” in order to lower the price range and to revive the distribution of the type of kimonos, which used to be worn in casual situations. 

しかしながら課題は

❶ 高い
❷ 着られない
❸ 着る機会がない

の後の2点が大きなポイントで、洋服が大衆化している中でどのように伝えていくかという中で「海外の展示会等で1人で簡単に着られる着物を作れないか?」という相談を頂いたのをきっかけにNOI開発チームがスタート。

However, the challenges (people’s impressions of kimonos) still remain as below:

1. Expensive
2. Difficult to wear
3. No opportunity
4. Difficult to maintenance

She has considered to tackle these challenges and to gain the popularity of kimonos in the world, where people usually wear western clothes.

Then the chance came when she was asked whether it would be possible to develop a self-dressing kimono, which foreign people can easily wear at overseas exhibitions. Then she started to develop the brand “NOI”.

そして試作していく中で、いっそ洋服の視点で着物を再定義してみようということで

◎上下が分かれた二部式の着物をベースにしたカーディガン&巻きスカート

◎お祭りなどで男性が着る鯉口シャツをベースにしたカットソーシャツ 和服のシルエットや帯を巻けば着物コーディネートも可能な洋服が完成。

While attempting to make samples, we as the team realized the necessity of redefining a kimono. So we changed our perspective and decided to create a new type of kimonos, which can be dressed easily like ordinary clothes.

• Cardigan and wrapped skirt, designed based on a two-piece kimono (the upper and lower garments are separated)
• Long-sleeved knitted buttoned shirt, designed based on a Koi-kuchi shirt (a type of men’s underwear worn especially at festivals)

Made in WAKAYAMA

また強みとして日本一のメリヤス県である和歌山地産の素材を活用し、レディースでは日本初となる編み生地の着物が誕生しました。メンズにおいては和歌山が誇る技術、吊り編みを用いた和紙100%のプロダクトが完成。紀州炭の生地、国内シェア100%の高野口ファーなどを使用した商品を開発予定。

Made in WAKAYAMAのアパレルブランドとして国内外に販路開拓。

As we luckily reside in the place of Japan's biggest knit fabric industry, we have succeeded to make use of locally produced fabrics and produce Japan’s first knitted kimonos. Regarding our men’s product, we have produced a shirt made of 100% Washi with using the Wakayama’s proud technique “Tsuri-ami” (hanging knitting).

We are striving to produce new items using local materials such as Kishu charcoal fabric and Koyaguchi’s fake fur etc.

We, as the apparel brand of made in Wakayama clothes, will be expanding the sales channels throughout the world.

そして市場が拡がった先に改めて着物や日本文化に興味関心を持ってもらい、和の伝統を紡いでいければと考えています。

Also we are considering that more and more people will get interested in kimonos and the Japanese culture through the chance given by the market expansion, and hopefully that will result in preserving the Japanese tradition.

NOI. (ノイ)

ドイツ語の新しい(neo)
NO.1(オンリーワン)の和服
NO。I。私。→和多志。無我。無心
逆さ読みで1on(1人で着られる)