TOKYO--(BUSINESS WIRE)--FORTUNA Tokyo, men’s luxury brand, announced that it will introduce Japanese fashion and craft brands for new customers in Hong Kong and China by building “The Cool Japan Consortium” with Japanese fashion and craft brands named “DRESSCAMP”, “Takaoka Lacquer Ware” and “OTO”. Their activities are partially subsidized by Ministry of Economy, Trade and Industry of Japan under the government’s policy for promoting Japanese traditional crafts to overseas markets called “Cool Japan Initiatives”.
At first, the consortium will start test marketing activities from July 6, 2015 in Hong Kong. At the outset of marketing, two brands of the consortium, “FORTUNA Tokyo” and “Takaoka Lacquer Ware”, will take part in Hong Kong Fashion Week for Spring/Summer held at Hong Kong Convention and Exhibition Center from July 6 to July 9, 2015.
The consortium is also planning to take part in Hong Kong Fashion Week for Fall/Winter from January 18 to 21, 2016. In this event, all brands of the consortium, designed and made by traditional crafts industry of Japan, will be shown.
Through these activities, the consortium will seek to set up sales agents with local department stores as well as with select shops in Hong Kong. The consortium will also conduct promotion activities such as press conference as well as participating exhibitions. Further descriptions of the players of the consortium are as follows;
1. FORTUNA Tokyo
FORTUNA Tokyo, one of the most luxurious men’s brands in Japan, bringing new and innovative lifestyle to 1200 years of Japanese craftsmanship. Many of the FORTUNA Tokyo’s products are based on Kyoto “Nishijin”, considered to be the world’s most beautiful silk weaving method. Until recently, Nishijin was only used in the finest kimonos. Now FORTUNA Tokyo combines this ancient Japanese tradition with a creative design philosophy to create unique products for the modern world. FORTUNA Tokyo is seen in Japanese T.V. dramas such as TBS Drama "Affairs Office in the Sky" worn by Gou Ayano, Fuji TV Drama "Honey Trap" worn by Akira from EXILE, TBS Drama "Girls in the Bar" worn by Masaya Kato, TBS Drama “KUROKOCHI” worn by Yosuke Kawamura, TV Asahi Drama “The Weather Girl Knows” worn by Tadayoshi Okura and many more.
2. OTO
OTO was founded in modernization period in Japan history, known as Meiji Era. They are the representative of Kyoto Nishijin weaving group. The roots of Kyoto Nishijin weaving goes back to the 5th and 6th century where the craftsman lived in Kyoto, later on called Nishijin district which began to flourish 1,200 years ago, at the age of Heian-kyo, as Emperor’s textile workshop.
3. Takaoka Lacquer Ware
Takaoka Lacquer Ware that was founded in 1909 and since then they have sustained the long history of Japanese Lacquer Ware. The Japanese Lacquer Ware technique Takaoka sustains was originally from Daimyo Maeda, one of strong feudal lords in Edo period. Takaoka’s technique consists of a several methods of lacquer painting, such as blue shell painting, sculpture painting and Chinese painting called “Yusuke painting”. Takaoka’s crafted goods cover wide utensils of life scope from household implements such as fancy box, paper box, plates, trays, tea utensils, hand mirror to iPhone case.
4. AT ONE’S
AT ONES’s brand name is DRESSCAMP and the feature of AT ONE’S products are the design technique of original printing method together with various color expressions. Some magical atmosphere emanates from dramatic, brilliantly and fashionably designed appearance of products. DRESSCAMP will participate in Hong Kong Fashion Week for Fall/Winter in January 18th to 21st of 2016.
The dream of these heritage of each brands coming to real life today, expresses the wonders of beauty and tradition of Japan.
FORTUNA Tokyo
Men’s luxury division of Beat Communication Ltd. Many of the FORTUNA Tokyo’s products are based on Kyoto “Nishijin”, considered to be the world’s most beautiful silk weaving method. Until recently, Nishijin was only used in the finest kimonos. Now FORTUNA Tokyo combines this ancient Japanese tradition with a creative design philosophy to create unique products for the modern world.
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