Transform old things into new with frustration as the driving force.【Chizu Nakajima】

interview

Chizu Nakajima

“Turning old things into new.” Chizu Nakajima operates a Kimono Casual brand that transforms kimonos into casual clothing, creating new value. The brand also has a permanent store in Nara.

Chizu Nakajima, the founder of the brand “Chizu nakajima”, started it due to frustration with the lack of recognition for kimonos abroad.

During an interview, various preferences such as “wanting to reduce waste in storage” and “not buying new kimonos” were observed.

This time, we interviewed Nakajima about the event that led to the creation of Chizu Nakajima, the brand’s dedication, and future goals.

Why did you started Kimono Casual Brand?

——— Can you tell us the reason behind starting Chizu nakajima?

Nakajima: I interned at an apparel company in New York and wore a kimono. A photographer there told me “I’ve seen it at GUCCI”. It was frustrating to see the kimono being recognized as something from GUCCI instead of a traditional Japanese garment, so I thought I would create something that people overseas could wear, made from authentic kimonos.

Being told this by a photographer at the forefront of apparel fashion was a shock.

——— Did you study or have any background in clothing beforehand?

Nakajima: I had worked abroad for two years in a job unrelated to clothing, so I had never even touched a sewing machine. After returning to Japan, I took a course on clothing for about a year, twice a week.

——— Did you start selling the clothing right after starting the brand?

Nakajima: I thought if I was going to do it, I should also sell it, so I looked for a craftsman, had 20 pieces of clothing made, and started by participating in events that anyone could join. Slowly, I started to be invited by department stores.

What is “Chizu nakajima”?

——— What products and services does Chizu Nakajima currently handle?

Nakajima: Mainly the sale of remade kimono clothing and accessories, as well as the creation and sale of custom-made clothing made from kimono fabric.

——— Is it possible to have men’s items remade as well?

Nakajima: Yes, we have a designer who is skilled in remaking men’s items. If you have any questions, feel free to ask.

Chizu nakajima’s Commitments as a Brand

Commitments in Running the Brand

——— What are the brand’s core values when it comes to running the business?

Nakajima: Our brand concept is “old things made new”. We never buy new kimonos.

——— Is there a reason behind this?

Nakajima: It is said that the value of kimonos that have been left in the attic or disposed of is around 400 billion yen, and many of them are said to be kimonos passed down from family members. In reality, many people feel that they cannot dispose of these kimonos because of the sentimental value, even if the size or color doesn’t suit them or they are stained. So we focus on using old kimonos and revitalizing them as Western-style clothing to preserve their value.

Attention to Detail in Clothing Creation

——— What are your priorities when it comes to designing and making clothing?

Nakajima: Basically, kimonos have a set width and length when you unfold them, so we aim to design clothes that will fit within those measurements.

——— Do you ever add additional fabric to kimonos?

Nakajima: Kimonos come in different shades of black, so if you use different fabrics to make a single item, you may end up with a different color on the left and right sides. So to maintain a unified look, we make sure to use a single kimono for one item.

Future goal as “Chizu nakajima”.

——— Do you have any plans for the future of your store and brand?

Nakajima: First, I want to reduce waste from the kimono. Then, I would like to spread it overseas in the future. We have an event planned in France in February and October 2023, so we will see the reaction there and think about it.

——— When you open a store in France, will you make clothes in sizes for foreign customers?

Nakajima: Yes, we are preparing for that. We usually make clothes in Asian sizes, but we started making them because there were people who wanted to buy but couldn’t due to size issues.

People’s reactions to Kimono Casual.

———Have you noticed any differences in reactions to kimono remaking in Japan and overseas?

Nakajima: Overseas people tend to say things like “wonderful” or “amazing.” Conversely, in Japan, reactions are divided in half. One half says “I’m glad you brought it back like this” and the other half says “It’s a waste to do this.” In any case, I’m happy if kimonos become a topic because of this.

At last.

In this interview, we talked to Chizu Nakajima, the owner of the Kimono Casual brand, about the background of the brand, what makes it unique, and future prospects.

In the future, Nakajima is also considering a proactive expansion overseas as well as domestically.

Thank you, Nakajima, for the interview.

For those who are interested in kimono casual or want to know more about Chizu Nakajima’s items and brand, please check their official website or Instagram.

Thank you for reading until the end.