awai

We are particular about soft materials that can help babies feel safe. Japanese drying gauze is a traditional Japan technique finished with the power of water and steam. With the natural gentleness of cotton, it grows softer the more you wash it.

The design values Japan's sensibilities and omits fancy decorations, creating an appearance that resonates with the feelings of the giver and the recipient. Sewing and tailoring are carefully handled by a team of mom craftsmen stitch by stitch.

Awai means "between" in the Yamato language. Expressing Japan's sensibility of seeing harmony in the midst of change with traditional colors. Softness and margins rather than strength. We weave the excitement between people in color.

Learn more about this brand

Why are we doing?

What are we doing?

Commitment to the product

Who are supporting us?

Why are we doing?

Auto-translated

Show original

We started the new brand because we wanted to create high-quality baby goods with global standards that were Japan-like.

Until now, we have been producing baby items mainly for accessories, but the skills of our team members have improved year by year, and our desire to take on the challenge of making higher-quality products has become stronger.

Through exhibiting at exhibitions in Japan and abroad, I realized that while interest in "Japan's craftsmanship" and "careful handicrafts" is increasing around the world, there are still few baby goods with warmth and delicacy typical of Japan that cannot be expressed through mass-produced products.

(Exhibition in Guangzhou)

Therefore, we wanted to combine the traditional aesthetics of Japan's wabi-sabi with the high manufacturing skills of mom craftsmen to deliver gentle products that are close to modern life.

AWAI is a brand that designs soft times that gently accompany babies and families every day based on "technology, ×, sensibility, × succession".

We aim to eliminate fancy decorations, with traditional Japan colors and margin aesthetics, careful sewing, and gentle materials made of Japan-made fabrics, so that you can choose with peace of mind from the moment you are born.

The theme of awai is "Sleep Gift".

The concept is to give you a peaceful sleep time that will make you feel the warmth of a quiet night.

Peaceful sleep nurtures a peaceful tomorrow.

Swaddles and styles made of Japanese gauze, materials that grow softer the more you use them, softly wrapping your mind and body.

awai is an extension of T&E JAPAN's philosophy of "connecting hands and hands to tomorrow and everyday life".

Utilizing the skills and experience we have cultivated with local female creators, we are expanding the circle of manufacturing to the world.

The peace of mind of being able to see the faces of the people who make them and the warmth that reaches the hearts of those who use them. We will weave a gentle time in that "awai".

What are we doing?

The core of awai is to give shape to the kindness that is born in "awai".

"Awai" is a Japan Yamato word that refers to an ambiguous and rich realm between two things, a boundary, and a transition.

Relationships between people, the ordinary and the extraordinary, and the peaceful time that flows between the giver and the recipient—that is the worldview that awai aims for.

In terms of design, we value the "aesthetics of subtraction".

By refraining from flashy decorations and making use of white space and texture, we pursued a beauty that naturally blends in with everyday life and special occasions.

This design philosophy, which is also in line with the spirit of wabi-sabi, creates a simple yet deep expression.

The choice of materials is another important factor that supports the world view of AWAI.

We use "Wazarashi" domestic gauze that is finished with water and steam without relying on chemical treatment, and emphasizes functionality that is gentle on the baby's skin and easy to wash and dry. By balancing environmental consideration and practicality, we aim to be a company that can be chosen with peace of mind from the moment it is born.

In addition, it combines Japan craftsmanship with professional design and the handicrafts of local female creators. Every detail of the sewing and pattern design is carefully finished, ensuring both ease of use and beauty. The existence of people who continue to make things while supporting their lives in their homes and communities is the foundation of AWAI.

The thoughts put into each stitch, the time when the material grows, and the scenery of the life of the user.

I find a form of kindness in the "awai" where all of them overlap.

Commitment to the product

Commitment to Products ~AWAI's Manufacturing Story~

We value not only the aesthetics, but also the comfort of the user and the desire to pass on to the next generation.

Before AWAI's products were born, there was a background of repeated prototyping and improvement without compromise.

Japanese gauze swaddle

We compared several types of domestic gauze and selected them based on their feel, breathability, and ease of washing. We adjust the pattern together with the craftsmen to achieve both ease of wrapping and comfort. The "Wazarashi" manufacturing method, which is finished with the power of water and steam without relying on chemical treatment, brings out the natural softness of cotton.

It has a texture that is lightly airy, and the more you use it, the softer it grows.

It is a piece that can be used for a long time as a swaddle, blanket, or nap blanket.

Japanese gauze Jinbei romper

It is light and breathable, making it comfortable even in seasons when sweating is easy. The front opening design makes it easy to change clothes and diapers.

The edges are finished with fluffy woolly yarn, adding elegance to the gentle impression.

The design is easy to move in, and it fits naturally even when turning over or crawling.

It is a representative piece of AWAI that combines "Japan-ness" and "everyday comfort".

Japanese gauze reversible tie

Reversible design that allows you to enjoy different expressions on the front and back.

The soft gauze material blends into the skin the more you wash it, making it easy to dry and handle.

The simple yet photogenic design makes it perfect as a gift.

By setting it with swaddles and rompers, you can feel the gentle worldview of AWAI even more.

Who are supporting us?

AWAI's products are chosen by those who value "beauty and ease of use in design" and "quality made in Japan with peace of mind".

In particular, it is supported by women in their 30s and 40s as a unique special gift, such as baby gifts and birthday gifts.

The colors that match the family structure and preferences of the recipient and the neutral design that suits both men and women are popular.

In addition, many people praise the gauze material that grows softer the more you use it, and the gentleness it is on the baby's skin, and we have received comments such as "It has a high-quality texture that is unique to you." Not only those who give it as a gift, but also those who buy it themselves as a preparation for childbirth or as a celebration.

In recent years, it has attracted the attention of overseas buyers and has received high praise at exhibitions in Hong Kong and other Asian countries.

"Japan's craftsmanship and sophisticated design" and "gentle feel of Japanese gauze" were highly praised overseas for being Japan and beautiful.

Those who pick up an awai value the sense of security when touched and the time they spend thinking about the person they are giving it to rather than the cuteness of the appearance.

Both the giver and the recipient can connect with a calm feeling—that's the wish of awai.

－－－－－✂

The kindness of thinking about the baby, the warmth contained in the gift,

Careful time born from handicrafts.

awai is close to the hustle and bustle between people,

We deliver small prayers and joy to our lives.

"Spinning techniques" - it is the technology that has been passed down,

To reconnect the "awai" with the sensibility of living in the present.

We will pass on what is born from that fellowship to the next generation.

The Yamato word "awai" has been cherished by the Japanese

A word that indicates harmony and the beauty of margins.

awai inherits that spirit,

It is expressed in light colors and simple forms.

As a presence that gently colors everyday life and milestone memories

awai is the relationship between you and your loved ones,

Gently weave a gentle time.

goooods is a B2B marketplace where you can buy products easily and risk-free.
Get unique, high-quality items at commission-free wholesale prices.

Deferred payments of up to 60 days

Pay for purchases by invoice. Payment via credit card is also accepted.

Deferred payments of up to 60 days

Pay for purchases by invoice. Payment via credit card is also accepted.

Find high-quality, unique brands

Discover the ideal product for your store from an expanding selection of brands every day.

Find high-quality, unique brands

Discover the ideal product for your store from an expanding selection of brands every day.

Supported by rich content and AI recommendations

Create the perfect merchandising plan backed by brand stories and AI-driven recommendations.

Supported by rich content and AI recommendations

Create the perfect merchandising plan backed by brand stories and AI-driven recommendations.

Ready-to-use 5,000 Yen Coupon Giveaway!

Search by Category

awai

awai

awai

With free user registration, you can check the wholesale prices and transaction conditions for all products!

Do you face these challenges in your daily procurement tasks?

I can't seem to find any good products...

You will find many high-quality and unique brands.

Find the perfect products for your store from the rapidly growing list of brands every day.

Procurement tasks take up a lot of time...

Streamline the procurement process for contracts, orders, and payments.

Streamline all your procurement tasks in one place, allowing you to spend more time on customer service and sales activities.

Easily find unique products and place orders with ease.
No more procurement headaches.

Steps

Purchasing is easy in 4 steps

FAQs

Frequently Asked Questions

Ready-to-use 5,000 Yen Coupon Giveaway!

awai

All products

About the brand

Learn more about this brand

.css-1358acy{-webkit-align-self:center;-ms-flex-item-align:center;align-self:center;white-space:nowrap;color:#000000;text-box-trim:trim-both;text-box-edge:text;}Why are we doing?

What are we doing?

Commitment to the product

Who are supporting us?

.css-7umbyq{font-family:new-hero-bold,"New Hero Bold",new-hero,"Noto Sans JP",HiraginoSans-W7,"游ゴシック Bold","Yu Gothic Bold",sans-serif;font-size:25px;line-height:1.5;font-weight:800;text-align:center;color:var(--chakra-colors-gds-black);}

Purchasing is easy in 4 steps

Frequently Asked Questions

Why are we doing?

　