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rosepoodle

rosepoodle

ローズプードル
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株式会社i4
It is a brand that makes character goods for adults with the traditional techniques of Kiryu City, which has been around for 1300 years. It is the birth of an elegant and beautiful expression, a lovely but not too sweet item that can be used on a daily basis.

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T1070001033347

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About the brand

It is a brand that makes character goods for adults with the traditional techniques of Kiryu City, which has been around for 1300 years. It is the birth of an elegant and beautiful expression, a lovely but not too sweet item that can be used on a daily basis.
1
[Sanrio items ♡ over 30 years old] "I used to have it when I was little, but now I 、、、have it at all" It is a character toy for such adult women.
2
"I don't buy it myself, but I'd be happy if I did!" It has been well received as a small gift.
3
By delivering exciting excitement from the perspective of < traditional techniques × character >, we are working to stop the serious decline of traditional industries and solve the problems faced by local communities.

More about the Brand Owner

石橋 進

ISHIBASHI SUSUMU

Born in Kiryu City, Gunma Prefecture. Joined the Kiryu Textile Cooperative in Heisei 3. For 23 years, he has been engaged in textile sales in Kiryu City. Served as Deputy General Manager of the Co-Sales Department. After retiring in February 2014, he founded i4 and started working as a freelancer. In April 2017, he established i4 Inc. and became its representative director. As a venture company in a textile production area, we are engaged in the business of bringing innovation to traditional industries. [TV appearance] Broadcast on December 24, 2020 "Japan TV every.　This is today." Broadcast on September 7, 2021, NHK Maebashi Broadcasting Station "Hotto Gunma 630 Gunmabito" [Radio appearance] Broadcast on April 28, 2021 "FM Gunma Busi-Neta! Fishing this week!"
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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Breaking through the stagnation of traditional industries and towns
　
Kiryu City, located in the eastern part of Gunma Prefecture, is a textile town that has been around for more than 1,300 years. The textiles woven in Kiryu City are called "Kiryu ori", and in the past, it was said to be "Nishijin in the west, Kiryu in the east", and there was a time when it boasted of its glory.
　
　
When I entered the textile industry in 1991, production was still thriving and it was called the key industry of Kiryu City, but due to various factors such as the stagnation of the apparel industry, competition from globalization production bases, and the aging of producers, we were unable to find effective measures, and I have experienced the decline of the industry with the passage of time.
The apparel industry constitutes a supply chain called upstream to downstream, and the textile industry in Kiryu City is upstream and plays a subcontracting role for major apparel brands. Due to the reorganization of brands in the 90s and changes in the distribution structure due to the introduction of IT, the entire apparel industry has become oblique, and the textile industry in Kiryu City has also changed significantly along with it.
　
* Quoted from the website of the Kiryu City Textile Promotion Association
　
In response to the dizzying changes of the times, we thought that we would not be able to survive unless we broke out of the framework of the apparel industry and embarked on a new business model, so we launched a DtoC business that we plan and create products ourselves and sell directly to consumers.
Through this project, we aim to create new distribution in the textile industry in Kiryu City, and to rebuild the strength of self-support and the attractiveness of the textile industry.
　
In addition, with the decline of the textile industry, the depopulation of Kiryu City has accelerated, and it has been pointed out as a "municipality with the possibility of disappearing" in 2024.
　
Feeling a sense of crisis about the issues of Kiryu City, which is losing the vitality of industry and town year by year, we are looking for ways to contribute, and we have a vision to make not only the local community but also the world as a whole better and brighter, and the purpose of this brand is to create a sustainable city and a spiritually rich society.
　

What are we doing?

Character content × traditional crafts
　
A friend of mine said, "If there was a sneaker with a pattern of my favorite character woven into it, I would definitely buy it!"
From there, the development of fashion apparel expressing anime and character content using Kiryu weaving technology began, and before long, it became a project involving traditional Kiryu weaving craftsmen, young managers of textile factories, dyeing artists, and local chambers of commerce.
In the project, we monitored men and women in their 30s and 40s who like anime and character content, and many of them said that they wanted something that was subtly expressed rather than something that stood out as a character.
Through various surveys, we felt that there was a sufficient affinity between the adult character market and advanced fashion, and in 2016 we collaborated with traditional craftsmen of Kiryu weaving to release the Hello Kitty kimono, and in 2017 we released the Hello Kitty obi, which were well received.
　
* Quoted from Kiryu Times.
　
* Quoted from the Jomo Shimbun.
　
Character items for adults
　
Kiryu weaving is a weaving technique that expresses colors and patterns by weaving with pre-dyed warp and weft threads.
Fabrics are divided into "pre-dyed" and "post-dyed", with Kiryu fabric pre-dyed and post-dyed white fabric dyed or printed.
For the rich expression of characters, post-dyeing is suitable for design with a high degree of freedom without restrictions on the number of colors or the size of the pattern, and printed products are overwhelmingly the mainstream in the world of character goods.
In contrast, Kiryu weaving, which is characterized by its three-dimensional expressiveness and texture, is elegant and luxurious, and is a suitable technique for casually incorporating characters. Rather than being a character item for children, it is positioned as a high-quality apparel product with high fashion as a character item for adult women.
　

Commitment to the product

Beautiful character representation
　
The silk handkerchief series uses fabrics woven with the traditional technique "Kiryu weaving" that has been polished for 1300 years.
Both the warp and weft threads are made of Brazilian 6A silk thread, which is the highest quality in the world, and the weft thread that mainly expresses the pattern uses two types of silk threads of different thicknesses, one made of four twisted 21 denier threads and the other made of six twisted threads, and the fine pattern of the character is beautifully reproduced.
　
　
Kiryu weaving usually uses various colored threads for warp and weft threads to express patterns, but silk handkerchiefs dare to use one color.
The main reason is that the fabric becomes thicker and the texture and texture of the handkerchief are impaired when used in multiple colors, but by expressing the pattern with a single color and a casual ground pattern, the character will stand out depending on the light, and the beautiful luster of silk will be further enhanced.
By suppressing and simplifying the characteristics of the gorgeous Kiryu weaving, the embroidery of the character is complemented, and the design uses traditional techniques as a secret ingredient.
　
　
Silk that is gentle on the skin
　
Silk is close to the components of human skin, and the amino acid component "sericin" dissolves and transfers to the skin after wiping the hands, and has the effect of increasing moisturizing properties, moisturizing the hands and is recommended for hand care. In addition, silk is 1.3 times more hygroscopic than cotton and has high moisture release, making it a comfortable material to use.
　
　
　
A design that can be used by adult women on a daily basis
　
The handkerchief pattern is decorated with a floral design named after each Sanrio character. If it were just a character, it would tend to look childish, but by combining it with an adult-like floral pattern, it creates an elegant atmosphere.
The colors are combined into a color scheme with increased brightness and saturation as a whole, creating an elegant cuteness and creating a world view.
It is finished in a beautiful material and an adult cute handkerchief that can be used by adult women on a daily basis.
　
　

Who are supporting us?

Popular for women in their 30s ~ 50s for gift purposes
　
The main age group for purchasing silk handkerchiefs is women in their 30s ~ 50s. It is also popular as a gift, so there are cases where men give it to their wives, lovers, and colleagues.
　
The popularity of silk handkerchiefs includes:
No. 1 Cinnamoroll (Blue)
No. 2 Hello Kitty (Pink)
No. 3 Pochacco (Blue)
No. 4 Pompompurin (Yellow)
And so on.
　
　
As for the trend by Sanrio character, Cinnamoroll is widely used by men and women in their 20s to 60s, Hello Kitty is used by women in their 40s to 60s, and Cinnamoroll and Hello Kitty are often used as gifts. Pochacco and Pompompurin are characterized by the fact that many men and women in their 20s to 40s buy them for themselves.
In addition, there are more people who purchase multiple items than single items, which can be expected to increase the unit price per customer.
　
Currently, we only sell on our own e-commerce site, and we do not have transactions with mall sites or wholesalers.
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