Interview with Mr. Oshima Yasuhiro, President of Betty Smith
The "Jeans Museum & Village" reopened in April 2024. I spoke with Mr. Oshima Yasuhiro, President of Betty Smith, about the reasons and thoughts behind the major renovations that took over a year to complete.
The Trigger for Renewal
Why did you consider a renewal?
Oshima
The Jeans Museum of Betty Smith was created by my father in 2003 for elementary school students' learning.
Kojima was known as a school uniform town, but from around 2000, it began to gain attention as a jeans holy land, and in 2002, jeans factories were featured in elementary school textbooks as a local industry.
As a result, we started accepting factory tours for elementary school students as part of their social studies field trips.
At that time, the Jeans Museum was created for educational purposes, so it was not open to the public. However, in 2006, Kurashiki City started industrial tourism, and many tourists began to visit.
Betty Smith also responded to requests from Kurashiki City and has been creating various facilities related to jeans that match the times.
After 20 years, the facilities had deteriorated, so we decided to rearrange the layout and renew the facilities at this opportune time to make it easier for customers to navigate.
The Concept of Renewal
I see. Were there any particular points you were particular about during the renewal?
Oshima
The renewal concept is "A Complete Jeans Museum". Each facility incorporates elements to learn about jeans.
First, Museum Building 1 and 2 are facilities to learn about the history of jeans.
In the jeans-making experience and custom jeans salon, visitors can learn about the shapes and how jeans are made. Although the sewing factory can only be viewed through a window, visitors can observe the actual process of sewing jeans.
Before visiting Betty's Store, there is a cutting area where we introduce through panels what kind of products can be made using the cutting scraps.
Inside Betty's Store, we have displays of sewing machines used in the 1970s and videos showcasing many jeans stories for visitors to enjoy.
About Betty Smith's Products
It seems that every facility allows visitors to feel the story of jeans. It appears that you are developing new products with innovative ideas such as the jeans-making experience. How are these ideas generated?
Oshima
Since jeans became a boom in 1965, by the 1980s, mass retailers emerged, making it easy to buy jeans. That was the right answer for that time. However, we produced too much, and now we are in an era where we need to consider eco-friendliness.
The background of the times is all connected, so we have been providing products that match the times, such as jeans-making experiences, custom jeans, and products like Eco Betty.
Of course, we listen to the opinions of staff who provide advice and our clients, conduct various prototypes, and create products that will delight our customers.
The Future of Betty Smith
I see. Do you have any plans or thoughts for the future?
Oshima
The next theme is "Creation of Jeans Culture". I want to communicate the culture of jeans. I plan to think of fun things that can derive from jeans to delight our customers.
Finally, please give a message to the readers.
Oshima
I hope that the citizens of Kurashiki City will use our facility as if they were going to a nearby park. Admission is free, so you can relax in the garden or let your dog play in the dog run. On the first floor of Museum Building 2, we have also opened a café where you can relax.
On weekends, we sometimes hold a jeans market featuring outlet products and invite food stalls and food trucks for a market, so please feel free to come and visit.
Conclusion
When I visited, the Betty's Market was being held during the May holiday.
There were various shops, including delicious gourmet food from Okayama, pet treat shops, and handmade stores.
It was a hot day, but the arcade decorated with jeans on the ceiling alleviated the heat, and people enjoyed shopping, dining at tables, and having a good time.
I had the impression that jeans were just something to wear, but as I walked around the grounds of the "Jeans Museum & Village," I realized there is a story in the process of making them, and I was able to spend a meaningful time learning about SDGs.
Betty Smith's "Jeans Museum & Village" offers events that collaborate with other industries and special jeans experiences, providing new discoveries and encounters one after another.
If you visit Kojima, why not stop by?
Data of Betty Smith
| Organization Name | Betty Smith |
|---|---|
| Industry | Planning, manufacturing, and sales of casual jeans |
| Representative Name | Oshima Yasuhiro |
| Year Established | April 1962 |
| Address | 52-70 Shimonochō, Kojima, Kurashiki City, Okayama Prefecture |
| Contact | 086-473-4460 |
| Website | Betty Smith |
