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AYANOHAKURA

AYANOHAKURA

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AYANO HAKURA
It is a design and made-in-Japan brand from Milan, Italy, born from the desire to enjoy fashion without worrying about stains and dirt with environmentally friendly water-repellent technology

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About the brand

It is a design and made-in-Japan brand from Milan, Italy, born from the desire to enjoy fashion without worrying about stains and dirt with environmentally friendly water-repellent technology
1
I want you to wear your favorite clothes to the fullest without worrying about stains, stains, or washing. We also have a big goal of reducing washing and marine pollution caused by microplastics
2
All products and ingredients are manufactured in an environment that takes into account the health and sound employment of those who make them, as well as the safety of those who wear them.
3
Even though it is water-repellent and stain-resistant, it does not mean that it cannot be washed. You can wash it at home as usual, along with other things.

More about the Brand Owner

羽倉綾乃

Ayano Hakura

After graduating from university, he moved to Germany, where he obtained a national qualification as a jeweler. After gaining sales skills at a high-end jewelry store, he moved to an advertising agency and was involved in branding high-end cosmetics. When his eldest son was one year old, he returned to Japan and worked as an in-house interpreter for a foreign-affiliated apparel brand. After that, she had a second son and moved to Milan, Italy. "I want to raise my children while being in contact with nature," and as a song of support for all women, she started the apparel brand "AYANOHAKURA" with a focus on sustainable materials. Today, he has returned to his old home in Hamburg and spends his days working on the apparel business and environmental protection activities.
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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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We want to support women all over the world with clothes that are safe for those who make and wear them.
　
I wanted to enrich women's lives with environmentally friendly clothes, which was the reason for the launch of AYANOHAKURA. Women with children often give up on fashion because their body shape changes during pregnancy, and their children get dirty during childcare. So, I thought that if you can dress in style no matter what body type you have, and if you don't get dirty, you can make a woman shine. Clothes are a way of expressing my ethical thoughts, and they are my song of encouragement to all women.

What are we doing?

We provide a piece that women can wear for a long time and that they can wear with confidence.
　
Specifically, most of the products have a water-repellent function.
As materials that take into account the environmental impact of the production process and ease of maintenance, we chose cotton and polyurethane stretch fabrics from France and water-repellent materials from Asakura Dyeing Cloth from Japan. The design is not a trend, but a versatile design that can be used for a wide range of purposes, such as work, child-rearing, and travel, and aims to be a standard that can be worn for a long time.
　
The dress made of cotton and polyurethane fabric has a wide design so that it is easy to move when playing with children, and it is designed to be worn during pregnancy and lactation as much as possible. For the wrap dress and jogger pants, I used a water-repellent material from Asakura Dyeing Cloth.　Representing the brand,GIOIAThe wrap dress is designed to be worn both front and back, and can be used for business trips and trips because it does not wrinkle easily. The waist can be adjusted when the cross part is forward, and it can be used as a maternity dress, which is convenient for breastfeeding.
While making the most of the characteristics of the material, we make things that women think are "nice to have". In addition to enjoying fashion and going out with children without worrying about dirt, we aim for a future that changes to a sustainable lifestyle by reducing the number of washes that lead to a reduction in wastewater and energy.

Commitment to the product

While incorporating cutting-edge technology, we must always protect the safety and consideration for the environment and the human body.
　
The cotton used in "St.Ambrogio" and children's clothing, which has been a favorite since the launch of the brand, is only premium cotton that has passed ReacH (an examination that regulates chemical and harmful substances for health and environmental protection) and OECO-TEX (an examination that regulates substances that are harmful to the body) from Europe. In addition, fabrics processed with environmentally friendly water-repellent agents are so water-repellent that even honey can be washed off with water without wetting the shirt. Not only is it water-repellent, but the fabric is also breathable, and it does not smell of sweat.
　
　
On the other hand, no matter how high-spec the characteristics of the material are, it is absolutely necessary to guarantee the health and fair income of the creator, as well as safety for the wearer. The factory of the wrap dress "GIOIA" has also obtained OECO-TEX Standard 100 certification in the manufacturing process.
　
It is also important that it does not go out of fashion and can be worn for a long time. This is because I believe that clothes that are not disposable but can be worn carefully for a long time is one of the ethical forms that AYANOHAKURA is aiming for.
When a customer said, "After I wear it, I want it to be given to my sister, and after that, I want my sister's daughter to wear it," I felt that my feelings were conveyed, and I was very happy.

Who are supporting us?

We are supported by people who sympathize with the brand's two goals, "a world where women can play an active role more happily" and "environmental issues," and those who run with us.
　
When it comes to clothes, appearance is the first thing, and convenience such as comfort is the second. I was in there for the second or third reason, which was environmental issues, so I was worried about whether I would be accepted. However, once I started running, I was fortunate to find that most of my customers understood and supported my brand concept. I am always encouraged and encouraged by their voices
　
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