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Manufacture using African prints in Benin, Africa. Yukata, apparel, kitchen interiors, accessories, etc. are lovingly made by local craftsmen. Work to create local jobs.

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Chérie COCO

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株式会社シェリーココ

Manufacture using African prints in Benin, Africa. Yukata, apparel, kitchen interiors, accessories, etc. are lovingly made by local craftsmen. Work to create local jobs.

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About the brand

Manufacture using African prints in Benin, Africa. Yukata, apparel, kitchen interiors, accessories, etc. are lovingly made by local craftsmen. Work to create local jobs.

It is a brand that started when the representative met a single mother who had no job in Benin, where he was posted as a Japan Overseas Cooperation Volunteer.

We are committed to designs that can be picked up by people who are not interested in Africa, and we are working to create products that customers will buy because they are cute, not because they are cute.

At Sherry Coco, we take the time to carefully select the pagne that suits each product and customer, one by one. All products are water-permeable, so the color does not fade easily, so you can use it with confidence.

More about the Brand Owner

川口　莉穂

Riho Kawaguchi

Born in Yokohama in 1990. When I was in high school, I studied abroad in Thailand for one year. After that, he became interested in international cooperation and support for developing countries. After graduating from Keio University's Faculty of Policy Management, he was assigned to Benin as a Japan Overseas Cooperation Volunteer in 2014. In January 2015, in order to create employment for local women, we started activities to make yukata using African cloth. He raised start-up funds through crowdfunding and established an atelier in the local area in August. In 2016, his term as a volunteer ended, but he decided to devote his life to watching over the smiles of local craftsmen, and in 2017 he established Sherry Coco Co., Ltd. in Japan. Currently, the lineup has increased, including apparel and kitchen interiors, and has grown to the point where it is included in junior high school civics textbooks.

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Why are we doing?

What are we doing?

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Why are we doing?

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Standing close and walking together

Shelley Coco began with an encounter with a mother and child.

In Benin, where I traveled as a Japan Overseas Cooperation Volunteer, I met a single mother who had no job and relied on assistance such as sharing coins and side dishes with acquaintances. When I heard the story, she had graduated from a tailoring school, but she didn't have a job because she didn't have a sewing machine.

I wanted to do something for her, but I didn't want to provide temporary assistance such as material support. So I decided to start making products using African cloth with her.

When I was a student, I had a big goal of "solving problems in developing countries," but as I worked there, I changed my shape, and now my motivation is to support the lives of my friends at Shelly Coco.

The people of Benin are struggling to live their daily lives. Even if you are not financially well-off, if you are in trouble, you will immediately reach out to them, and if you are a stranger in red who is in trouble with money, you will go into debt to help them. I love their attitude.

"I want to save my family in front of me."

The people I met in Benin were more than just people from the developing countries where I was assigned, they were my family. It is because we have walked close to such a family that we have been able to develop our business for a long time without losing our thoughts even in Benin, a place that is not a well-organized environment.

As long as they are around, I want to continue to be close to them and walk with them.

What are we doing?

Sherry Coco manufactures colorful African prints used by locals in Benin, West Africa, and sells them in Japan. All products are made by local Benin craftsmen, and we have a wide lineup of apparel, kitchen interiors, accessories, etc., including our signature yukata robe.

At Sherry Coco, we take the time to carefully select the right fabric for each product and our customers, one piece at a time. All products are passed through water, so the color does not fade easily, so you can use it with confidence.

It is very difficult for Beninese craftsmen to make things with Japan people, and some people quit because they are dissatisfied with the production of Japan quality. Therefore, the craftsmen I am currently working with are all people who can think of Japan customers first.

I will never forget the excitement I felt when I saw a craftsman who couldn't even sew straight at first, but gave technical guidance to the craftsman who came in later.

Commitment to the product

Aiming to be a brand that is not only cute or supportive, but also combines both

Sherry Coco is also particular about the design so that people who are not interested in Africa can pick it up.

For example, I deliberately chose a slightly Japanese-like pattern for the yukata so that it would blend in with traditional Japan costumes. Since aprons are used indoors, we choose patterns that match each product, such as choosing gorgeous patterns.

In addition, we are particular about how to use patterns, and we also sell products that are combined with plain cloth, and are popular with people who are new to African print products.

In this way, by paying attention to every detail, from pattern selection to product design, we are working to create products that meet the tastes of Japan people, so that customers can buy them "because they are cute" rather than "because they are made in Africa or because they are cute."

Who are supporting us?

It is supported by a wide range of women, from their late 20s to their 60s.

In addition to women, there are also many male customers who purchase some men's products as gifts.

When we hold events in places with a lot of traffic, about 80% of new customers say that they are new to African print products, and we realize that they are attracted to the products and purchase them, regardless of support for Africa.

"The sewing is so solid that you can't believe it's made in Africa."

"The pattern is different from other African cloth brands, and many of them are fashionable."

"I can feel the feelings of the national team for Benin and I want to support them."

We receive happy words from our customers every day.

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Chérie COCO

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More about the Brand Owner

川口 莉穂

Riho Kawaguchi

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川口　莉穂