Okayama Prefecture boasts denim that is recognized worldwide.
Among them, Ibara City is known as the "Holy Land of Denim", recognized as a production area for denim using traditional dyeing methods.
On the other hand, it seems that denim today has established a social image ranging from high-end brands to fast fashion. It may not be easy to capture that in a different context and question its new value.
However, in the conservative denim and fashion industry, there is a company in Ibara City, Okayama Prefecture, that continues to take on new challenges.
That is "Aoki Hifuku Co., Ltd.".
We interviewed designer Aoki Toshiki about the challenges of Aoki Hifuku, who gained fame with their own brand "FAGASSENT".
Denim Company "Aoki Hifuku" with Over 60 Years of History
Aoki Hifuku Co., Ltd. (hereinafter referred to as "Aoki Hifuku") is a denim factory based in Ibara City, Okayama Prefecture, engaged in the manufacturing and sales of apparel primarily focused on denim products.
Ibara City, located in the southwestern part of Okayama Prefecture, borders Hiroshima Prefecture and is a major production area for "Okayama Denim," alongside Kojima in Kurashiki City.
Ibara has a track record of producing 70% of the country's denim, and the high-quality denim manufactured there has earned a solid reputation both domestically and internationally.
The roots of Ibara's textile industry can be traced back to the Edo period's "Bichu Ogura-ori."
The production of denim began after recognizing that indigo-dyed cotton fabric resembled American denim, and it became a full-fledged industry after the war.
Aoki Hifuku was founded in 1961 in Nishiehara-cho, Ibara City.
The OEM (Original Equipment Manufacturer) sewing factory was reportedly thriving.
Furthermore, in the 1970s, they expanded their own factories both domestically and internationally, growing into a representative denim factory in Japan and establishing their position in the apparel industry.
In-House Brand That Captivated Celebrities with Innovative Expression
In 2010, executive director and designer Aoki Toshiki established the collection line "FAGASSENT."
The collection debuted at men's collections in Paris and Milan, where its worldview and designs were highly praised internationally.
With designs based on brand philosophy and high functionality, it has garnered support from discerning stylists and artists with exceptional self-expression.
From the late 2010s, its reputation spread domestically, leading to collaborations on stage costumes for artists such as Nagabuchi Tsuyoshi, Inaba Koshi (B'z), and Taka (ONE OK ROCK).
In the sales department, they began their store business in 2018 and currently operate five stores, including three in Kurashiki and others in Asakusa and Taipei (Taiwan).
New Production Movements Surrounding Denim
In recent years, Aoki has been actively engaged in production activities through various collaborations to expand the new possibilities of denim.
Based on an unwavering pride in denim, their activities are diverse, but this article introduces three initiatives.
- Kurashiki Glamping SORANIA × AOKIHIFUKU
- 【BLUE DRIVE】FAGASSENT × MINI Okayama
- 【AOHARE】Ryobi Bus × KANKO × AOKIHIFUKU
Kurashiki Glamping SORANIA × AOKIHIFUKU
This is a glamping dome produced in collaboration with the glamping facility "OKAYAMA GLAMPING SORANIA" in Kurashiki City. Aoki is participating as a supervisor in the production.
To embody the fantastical world of indigo, it has been named "PREMIUM DOME TENT AI-藍-".
A luxurious space that beautifully coexists the seemingly contradictory elements of "brilliance" and "serenity" inherent in the indigo color of denim has been realized.
The ceiling panel expresses the scene of the beautiful indigo color of Okayama denim permeating the sky of the sunny Okayama. The inspiration for this idea came from the momentary beauty seen in the indigo dyeing process.
【BLUE DRIVE】FAGASSENT × MINI Okayama
This is the concept car "BLUE DRIVE" created in collaboration with MINI Okayama and FAGASSENT.
The exterior of the car uses original special materials that combine blue denim with silver thread from Kuroki Co., Ltd. and black denim, creating a damaged look.
For the interior, PLAZMA LEATHER with indigo foil is used, skillfully creating a sense of brilliance and luxury that seems to emit light from within.
The inspiration for this BLUE DRIVE came from the scene of a MINI car racing through the cobblestones of London.
The aggressive exterior that emphasizes speed and the luxurious indigo interior create a contrast that expresses a personality worthy of the name BLUE DRIVE.
【AOHARE】Ryobi Bus × KANKO × AOKIHIFUKU
The SDGs art bus project "AOHARE" was born from a collaboration between Ryobi Holdings Co., Ltd., KANKO GAKUSEIFUKU CO., LTD., and Aoki Hifuku.
The bus is decorated with denim and school uniforms under the theme of "The Power of Youth." Aoki served as the supervisor for the interior and exterior design.
As part of the project, a workshop was held where children created art pieces using denim and uniform fabric to decorate the bus's interior, creating a world filled with handmade messages.
The ceiling of the bus is decorated with sailor ribbons and student buttons made of denim, giving life to the imagined blue sky. As a unique feature of the AOHARE, when the stop button is pressed, a child's announcement plays inside the bus.
We spoke with Aoki Toshiki, the executive director of Aoki Hifuku and designer of their own brand.
Data of Aoki Hifuku Co., Ltd.
| Organization Name | Aoki Hifuku Co., Ltd. |
|---|---|
| Industry | Apparel manufacturing and sales focusing on denim products |
| Representative Name | Representative Director Shigeru Aoki |
| Year Established | 1961 |
| Address | 501 Nishi-Ebara-cho, Ibara City, Okayama Prefecture |
| Contact | 0866-62-1105 |
