[Event] Knit brand yato pop-up
[Event] Knit brand yato pop-up
We are enjoying refreshing autumn days.
A pop-up for the knitwear brand yato will be held for three days from Friday, November 22nd to Sunday, November 24th .
(Photo: Susumu Yamane)
Knit brand yato
Wataru Shibuya, the designer of yato , has been working behind the scenes in the knitwear industry for over 10 years, driven by his desire to "pass on Japanese textile factories to the next generation." He has learned techniques while working alongside artisans at wool farms in Uruguay and at spinning, dyeing, twisting, and knitting factories in Japan, and has accumulated the unique manufacturing techniques of each factory.
In the past, he aimed to expand the sales channels for Japanese products, making proposals to European and American designers, and felt the growing recognition of Japanese manufacturing. However, he felt a sense of crisis as production capacity rapidly declined due to the COVID-19 pandemic, putting the domestic textile industry in crisis. He also began to feel uncomfortable with the modern fashion business, with its remote interactions, lack of wear testing, and sale-based pricing.
yato 's manufacturing
yato 's products eliminate the sense of incongruity of the modern fashion business, focusing on quality and comfort through over 300 days of wear testing. They avoid using cheap raw materials and instead use carefully selected, high-quality materials, while also making various efforts to keep prices down. In this way, they are able to offer quality on par with that of luxury brands at prices that make them affordable for everyday wear by connecting factories directly with consumers. They have established a system that returns several times the profits to factories, and they make minor adjustments to their standard items every year.
The design is minimalist, with the aim of not looking outdated even after 10 years. The aim is for the simple design to bring out the individuality of the wearer, and we are particular about seamless knitting as long as it does not impair functionality.
Wataru Shibuya ( yato designer)
Originally from Mitsuke City, Niigata Prefecture, she graduated from Bunka Fashion College and then spent time in Australia. After returning to Japan, she gained experience working in a knitwear factory and at wool manufacturers both in Japan and overseas, and officially launched yato in January 2023 .
Please also check out Shibuya's account of his stay at a ranch in Uruguay and his interviews in " D&DEPARTMENT " and "Hobonichi."
yato products
The creation of yato began with solving the problem of pilling in cashmere sweaters. To solve the issues of creating a light, soft, and warm cashmere sweater, they conducted a 300- day wear test and developed a sweater that reduced pilling, had excellent heat retention, and was durable. They also use the same approach to create non-itchy snoods and arm warmers that highlight the softness of cashmere.
In order to reduce waste, we use raw materials that are not in particular demand, and we also incorporate techniques to maximize the characteristics of the yarn and colors.
Origin of the brand name
The brand name " yato " comes from the fact that Shibuya moved to the Satoyama area of Niigata and began living a self-sufficient lifestyle. While living in the city, he helped out in the rice terraces known as "Yato" in Hayama, Kanagawa Prefecture, and from this experience, he identified with the value of "not being greedy, but living in harmony with nature and making the most of it," and so adopted the name " yato ."
yato is a project born from a passion for creating high-quality clothing and a lifestyle in harmony with nature. It aims to combine the traditions of Japanese craftsmanship with new values and pass them on to the next generation.
Please try it out and experience the comfortable feeling that wraps around your body.
-----
INFORMATION
yato POP-UP SHOP at struct
Dates: November 22nd (Fri) - 24th (Sun)
Time: 12: 00-19:00
Location: struct
Address: San Yamato Building 1F , 2-3-4 Kyomachibori, Nishi-ku, Osaka
*All Japan designer Mr. Shibuya will be in the store.