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By
AFP-Relaxnews
Published
Feb 16, 2015
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Uniqlo launches Kabuki-themed fashion

By
AFP-Relaxnews
Published
Feb 16, 2015

The retail giant is partnering with major Kabuki, film and theater company Shochiku Co. Ltd, to launch a specially designed line showcasing Japanese traditions in pop culture.

Ichikawa Ennosuke IV, one of Kabuki's most popular stars, will front the Shochiku Kabuki x Uniqlo collection, launching at the end of March.

A t-shirt from the Shochiku Kabuki x Uniqlo range | Photo: Uniqlo


Inspired by Kabuki's beautiful costumes and elaborate stage make-up, the clothing and accessories will include the crests and patterns of Omodaka-ya, the name of the guild or acting house to which Ennosuke belongs.

Prior to the official launch, the collection of kabuki-themed men's and women's t-shirts, bandanas and tote bags will be unveiled via a video on March 19.

The pieces will first hit stores in France on March 20, and in other markets thereafter. The Japan launch will take place on March 26.

In creating the collection, Shochiku and Uniqlo have respected the tenets of shin-zen-bi, meaning truth, goodness, and beauty, in sharing traditional Japanese culture.

"I am honored to serve as the worldwide ambassador for this new project, and I have enjoyed contributing ideas. I believe that by combining the traditional colors and patterns of Kabuki with the contemporary styles of Uniqlo, we have created something that is innovative and totally new. I wish for everyone to experience and enjoy the clothing first hand by seeing and touching the pieces, and I hope the new collection will become very popular," said Ennosuke.

Jay Sakomoto, Shochiku President and CEO, said of the partnership:"Working together with Uniqlo has given us the opportunity to express Kabuki's bold, yet delicate, aesthetics on clothing in a way never seen before to millions of Uniqlo fans around the world."

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