interview
古田 Marina
During more than 15 years of living abroad, Marina has come to appreciate the charm of traditional Japanese culture, particularly the beauty of the kimono. Now based mainly in London, she is actively promoting the spread of kimono culture throughout the world.
Marina who is based in London and working to spread the word about kimono culture around the world through her brand “FARUTA”.
Through this interview, we will learn about the unique ways Ms. Furuta has been promoting kimono culture abroad, and how her experiences overseas have given her a deeper appreciation of Japan’s charms.
We will also explore the inspiration behind her brand, as well as her thoughts and feelings about kimono.
The inspiration behind starting “FARUTA”
——— Can you tell me what prompted you to start “FARUTA”?
Marina Furuta (hereinafter referred to as “Furuta”): I used to work for a design company and a website company, but I had always wanted to do something on my own. At that time, I had been living in New York for about 15 years, and my local friends would ask me about Japanese kimonos or where to buy them.
At first, I was skeptical about whether they really wanted them, but I heard it from various types of groups, not just one or two people. So I thought there might be a market for it and became interested in kimonos, which led to the launch of “FARUTA”.
——— It seems that people overseas are interested in Japanese kimonos.
Furuta: That’s how I felt. When I was growing up in Japan, I wasn’t very interested in kimonos myself, and I was more interested in people from overseas. But when I actually went abroad and saw various countries, I realized how wonderful Japan is.
Also, I felt that the goodness and charm of Japan from the perspective of people overseas was in the “wa” (harmony) aspect. So I went abroad, fell more in love with Japan, and became interested in it.
——— Is the brand name “FARUTA” taken from your last name, Furuta?
Furuta: I was thinking of using “FURUTA,” but it was being used in various places, so it became “FARUTA” with a slight modification.
Also, the logo represents the kanji character for “star.”
My ancestors ran a beverage company, and the logo at the time had three stars, so I was inspired by that and it became the current shape.
Activities of “FARUTA” as a brand
——— What kind of brand is “FARUTA”?
Furuta: We are working to spread the wearing of kimono primarily to people overseas. The reason for focusing on overseas markets is that I can speak English and have many connections abroad.
I thought that if I were to do this, the best role for me would be to connect Japan and overseas.
In the process, I came up with the idea that wearing a kimono over Western-style clothing would be the easiest way to introduce it to people overseas, rather than using the traditional classic Japanese attire.
Also, I decided to make it into a haori jacket that would retain the essence of the kimono, while also making it easy to wear.
——— Are you currently the only one working on “FARUTA”?
Furuta: So far, I have been doing everything myself. Of course, I hire professionals for things like photography, but I launched the brand all by myself.
I have always been passionate about design, and I got really into kimono. Although I do other jobs as well, there was a time when I was completely consumed by this project and thought about it all the time.
Thoughts and feelings about kimono
——— What does kimono mean to you, Furuta-san?
Furuta: The brand “FARUTA” and kimonos are like precious children to me. While I want them to be passed on to others, I also feel a sense of loss that they will disappear if sold, as I treasure the one-of-a-kind remodeled items in my possession.
Kimono can also be seen as art and hung on the wall, so I feel they possess value and emotions beyond just being clothes.
——— Do you have any desired impact or goals you want to achieve through “FARUTA” and kimono remakes?
Furuta: The kimono industry has been in decline, and it’s possible that such a wonderful tradition will disappear if we don’t do something about it.
So, I hope to contribute to the preservation and promotion of kimono, as well as its inheritance, so that this cultural treasure can continue to exist and be appreciated.
Future goals and plans
——— What are your plans and goals for the future?
Furuta: I think it takes a bit of courage to do mass production (laughs), but I want to expand my products at more affordable prices than now, so I’m considering mass production.
Also, I hope to sell not only kimonos but also Japanese items mainly consisting of accessories used in Japan, such as pottery.
Conclusion
In this interview, we talked to Maria Furuta from “FARUTA” about the inspiration behind the brand, their activities, and their passion for kimonos.
Unlike the typical remade kimonos seen in dresses and clothing, “FARUTA” creates items that are easy to wear, simply draped over everyday Western-style clothes.
For those who are interested in seeing the remade items or are curious about the overcoats of “FARUTA,” please check out their Instagram and official website.
Thank you, Ms.Furuta, for accepting this interview today.
Thank you for watching until the end.
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