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Loany

Loany

ロアニー
Vendor
Loany
A lifestyle brand that proposes a space full of warmth that makes you feel like you are hugging tightly with the concept of clothes that hug you, and a healthy life that is close to the earth's nature.

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About the brand

A lifestyle brand that proposes a space full of warmth that makes you feel like you are hugging tightly with the concept of clothes that hug you, and a healthy life that is close to the earth's nature.
1
Clothes that return to the earth by dyeing organic natural fabrics with Bengala (soil).
2
I want to create a circulation in my home country. I want to preserve the traditional handicrafts of Japan. With this in mind, all processes such as spinning, weaving, sewing, and dyeing are carried out in Japan.
3
Only what is needed for those who really need it on a made-to-order basis. We partner with sewing factories that wish to produce in small lots, and we are making clear products that everyone can feel safe with.

More about the Brand Owner

今西　夢菜

Yumena Imanishi

I started dancing at the age of 2 and grew up with fashion from an early age. After graduating from high school, he fell in love with nature when he saw the nature of Hawaii, and began traveling. When he saw a lot of garbage mixed in with the beautiful nature, he felt uncomfortable and began to investigate environmental issues. First of all, I started planning a trash picking event with the idea of what I could do now, and while I was learning about environmental issues, I was very shocked to learn that my favorite fashion was polluting the nature I love, and I thought that I could enjoy fashion in a way that does not burden the earth, so I launched the brand in June 2022. When I was in high school, I decided to launch a brand under the name Loany, so I wanted to do what I could for the earth through my activities at Loany, so I held a zero waste market in addition to apparel to give back to the earth.
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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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Thinking about the earth and being kind to someone. I believe that in order to care for something in this way, it is necessary for one's own heart to be full of happiness.The cycle of love is that gratitude and kindness born from the fulfillment of each person's heart give birth to love, and love gives birth to peace.。 Lonay aims to be a catalyst for that.
　
　
At first glance, it may seem like material wealth in the form of "clothes", but we want to deliver "spiritual richness" through Loany. Clothes made of natural materials are expensive because of the use of high-quality raw materials, and there are many designs with an older age group, and there are few clothes that excite the younger generation. I hope that it will be an opportunity for people of my generation to adopt slow fashion.
And by thinking about why we stick to organic and natural materials, why we make it to order, and whether we produce it in Japan, we hope that it will be an opportunity for you to become interested in the environmental and human rights issues that the earth is currently facing.
　
　
　
　
　

What are we doing?

We dye organic natural fabrics with Bengala (soil) and make clothes that return to the earth when they are buried in the soil after use.
　
In response to the current situation that Japan craftsmen are no longer employed because ordinary apparel brands often outsource production to foreign countries with low labor costs, Loany conducts all spinning, weaving, sewing, and dyeing processes in Japan. With the desire to preserve the traditional handiwork of Japan craftsmen with high technology and delicate sensitivity, each garment is carefully and carefully made with heart.
　
And each type of clothing has a message in it. By wearing Loany's clothes with messages that support your dreams, remind you of your own brilliance, and your free heart, you will feel the warmth of a tight hug.
　
　
　
　
　

Commitment to the product

[About the fabric]
The fabric used for clothes called Takashima Chichimi is a material with excellent water absorption and quick-drying properties, so much so that in the Edo period it was used as a long sleeve worn under Japanese clothes. There are many one-size-fits-all options."Every time I wear it, it fits my body."I feel that it is unique to the elastic "Takashima Chichi" that we can receive voices from customers.
　
　
[About Bengara dyeing]
Bengara, which is used for dyeing, is a component (iron oxide) obtained from the soil and has been rooted in Japan for a long time, and has been used as a bengara coating for shrines, temples, and houses due to its insect repellent and antiseptic functionality. It is resistant to aging and is the only natural dye that does not get sunburned by the sun, so it can be dried in the sun.
It is unique to Bengara that it has a beautiful color but a gentle texture.
　
　
[About Loany's original design]
For the younger generation, it tends to be expensive clothes, but if you have one, we have devised a design so that you can enjoy wearing it in various ways, so that you can enjoy coordinating with each type 2way ~ 3way. We propose coordination that can be enjoyed in nature, in the city, and even in autumn and winter.
　
　
　
　
　

Who are supporting us?

It is used by a wide range of age groups from 20s ~ 50s, and currently mainly women's clothes, but there is also a lot of support from men, and in September 2023, unisex clothes will also be on sale. Not only those who love nature, those who are interested in organic, vegan, and health, but also those who are not yet interested in ethical things, such as those who sympathize with the brand's thoughts and those who are attracted by the cuteness of the design and color, are also purchasing it.
　
　
　
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