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Beret is flamingo

Beret is flamingo

ベレーイズフラミンゴ
Vendor
株式会社ヨシダ
Every time you wear it, you connect with someone. A colorful beret brand produced integrally in Kumamoto Prefecture. This magic hat colors the wearer's individuality and creates opportunities to connect people.

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T9120001013963

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About the brand

Every time you wear it, you connect with someone. A colorful beret brand produced integrally in Kumamoto Prefecture. This magic hat colors the wearer's individuality and creates opportunities to connect people.
1
From knitting to finishing, integrated production is carried out in our own factory in Kumamoto. We pursue quality with technology cultivated over more than 70 years.
2
With the rich color variations unique to our in-house dyeing, we highlight the individuality of the wearer.
3
Thanks to our unique mold, it achieves a beautiful silhouette and comfortable fit for Japanese heads.
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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?

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The origin of Beret is flamingo lies in the hand-knitting machine made by Shigeo Hashimoto, the founder of the Kumamoto factory, using a hand-knitted machine. The spirit and techniques of this craftsmanship have been passed down through generations and are still carefully preserved at our own factory in Kumamoto today.
　
The brand's birth was triggered by meeting fashion critic Piko. When Mr. Piko visited the factory, we learned about the philosophy of Junichi Nakahara, a leading postwar Japanese painter and fashion designer, and we were deeply moved.
　
What left a particularly strong impression was the existence of the women's magazine 'Soreiyu,' which was launched amid the postwar turmoil. In an era when color had faded, Junichi Nakahara delivered dreams, hope, and the "power of color" to women through his magazine.
　
Sharing this passion, we leverage our long-cultivated weaving skills and our own dyeing expertise to create berets with vibrant floral colors.
　
A beret is not just a hat to wear. It expresses the wearer's personality and sensibility, and sometimes sparks conversation and smiles.
　
We will continue to create berets that bring color and richness to everyday lives through the skills and colors we have inherited.

What are we doing?

Beret is flamingo offers berets with a rich variety of seasonal styles and craftsmanship inspired by the concept of a "magic hat" that combines color and individuality. Through berets, we want to bring color and small moments of excitement to everyday life. With our Osaka headquarters and Kumamoto factory as bases, we handle everything in-house—knitting, dyeing, molding, sewing, and inspection—ensuring both quality and peace of mind.
　
　

Commitment to the product

What we are especially particular about is the fusion of carefully selected materials with hat-making techniques cultivated over over 70 years. The classic "Original Merino Wool Beret" uses 100% premium Merino wool and dyes it with the abundant groundwater of the Aso mountain range, achieving beautiful color and a soft texture. The hat body is carefully knitted using our own original knitting machines, and every step from hand sewing with a linking machine to fluffing, dyeing, kneading, natural drying, stenciling, and clipper finishing is crafted with skilled craftsmanship.
　
　
We also focus on selecting sustainable materials, actively using natural materials such as linen, washi, and Amakusa cypress. We propose optimal materials and colors for each season, pursuing sustainable manufacturing from the perspective of the SDGs. Transparency in production background and dyeing processes that utilize local Kumamoto's natural resources are also major brand features.
　
The main challenges in product development were process management to maximize the characteristics of each material, and the pursuit of techniques that preserve the beauty of color without compromising feel or fit. However, this accumulation has created a one-of-a-kind beret, embodying the world-renowned Japanese craftsmanship.

Who are supporting us?

Beret is flamingo is supported by people of all ages and sensibilities. The target audience is mainly men and women in their 30s to 60s who wish to incorporate quality elements into their daily lives, as well as fashion-conscious young people and those interested in craftsmanship. It is highly rated by those looking for a special gift item.
　
Our actual customer base includes many people seeking a high-quality lifestyle through sales at department stores and select shops, as well as those active in creative fields such as art, music, and theater. Limited-time POP UP stores are popular among locals and tourists alike, gaining new fan bases through events and workshops.
　
Buyers have shared comments such as "I was impressed by the careful craftsmanship made in Japan" and "The wide variety of colors makes choosing enjoyable." The wholesale stores are mainly focused on quality and design, such as hat specialty stores, high-sensitivity general stores, and department stores. Beret is flamingo is a brand that has earned solid trust and empathy from many people seeking high-quality colors in their daily lives.
　
　
　
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