4 Amazing Upcycling Brands from Japan
Japan's upcycling fashion scene is a unique blend of creativity, tradition, and environmental consciousness. Brands such as YEAH RIGHT!!, Amaud, Plasticity, and MALION Vintage are redefining fashion by breathing new life into discarded materials and traditional fabrics, pushing the boundaries of what sustainable fashion can be.
YEAH RIGHT!!: The Daily Life of Eternity
Founded in 2005 by Keita Kawamura and Michiko Imura, YEAH RIGHT!! is a Tokyo-based brand rooted in the philosophy of questioning and reinterpreting the value of “what already exists.” Their designs emerge from a process of renewal, with daily life serving as the source of inspiration. The brand aims to redefine the acts of wearing and selling clothes, digging deep into these experiences to find their own answers.
YEAH RIGHT!! made a name for itself with the “COMMON SLEEVE” project in 2010, allowing people to swap sleeves between garments, adding a playful twist to the concept of clothing. Their atelier-integrated shop, La La La, opened in 2011, providing a creative space where fashion meets craftsmanship. Through projects like "KNOW COTTON" (2016), where they grew and harvested cotton to make T-shirts, and “RE
”(2020), remaking inventory from brands and shops, YEAH RIGHT!! embodies a commitment to sustainable practices.
The brand's work includes collaborations with prominent artists and involvement in the Cannes Lions-winning project "Love Distance." With a constant focus on reshaping what exists, YEAH RIGHT!! is a beacon of upcycled fashion that challenges the boundaries of traditional fashion.
Amaud: Preserving Tradition, Reimagining Kimonos
Amaud represents a more refined approach to upcycling, one that taps into Japan’s rich cultural heritage. The brand’s mission is to breathe new life into vintage kimonos, preserving their beauty while giving them a modern twist. Each kimono is sourced from Kyoto, carefully unpicked, cleaned, and reimagined into contemporary silhouettes that honor the craftsmanship of traditional Japanese garments.
Amaud’s work is not driven by the fashion calendar but by a timeless design ethos. Each piece tells the story of the kimono it came from, emphasizing a connection between the wearer and the heritage they embody. Through their meticulous process, Amaud aims to ensure that the tradition of passing down kimonos continues for future generations.
Plasticity: Upcycling Umbrellas for a Better Future
Plasticity focuses on an overlooked environmental issue—discarded vinyl umbrellas. In Japan, an astonishing 80 million vinyl umbrellas are discarded annually, contributing to the country's high plastic waste. These umbrellas, difficult to recycle due to their complex materials, often end up in landfills.
Plasticity's innovation lies in transforming the durable, waterproof fabric of umbrellas into functional and stylish accessories. By compressing layers of this material with specialized techniques, they create unique products like bags and shoes. Plasticity’s mission is to address the environmental burden of plastic waste while creating high-quality, practical fashion items. Their declaration as a “brand that should disappear in 10 years” reflects their hope for a future where the issue of plastic waste is solved.
MALION Vintage: Vintage Meets Modern Craft
Founded by Eriko Ishida and Aki Shimizu in 2016, MALION Vintage upcycles old clothes into fashionable, contemporary pieces. Drawing from their backgrounds in design and retail, the duo uses vintage fabrics and clothing, incorporating elements from their personal histories and heritage into their collections.
MALION Vintage’s creations are meticulously crafted, each piece imbued with a sense of nostalgia and individuality. The brand offers a fresh take on vintage fashion, combining modern tailoring techniques with the unique textures and stories found in old fabrics.
These four brands—YEAH RIGHT!!, Amaud, Plasticity, and MALION Vintage—are at the forefront of Japan’s upcycling movement. Each offers a distinct approach, whether it's through reviving traditional kimonos, repurposing plastic waste, or rethinking the value of everyday garments. Together, they show that sustainable fashion can be a dynamic and creative force, blending environmental responsibility with innovative design.