Hareniwa Marche 〜 A Marche Event Organized by an Apparel Brand: Savor Carefully Selected Flavors at the Momotaro Jeans Kojima Ajino Main Store

Interview about what makes Hareniwa Marche special

We spoke with a public relations representative from JAPAN BLUE Co., Ltd. about the background that led to Hareniwa Marche being held.

We’ll introduce the circumstances behind the creation of Hareniwa Marche and what makes it special.

Background to holding the marche

Why did an apparel shop start a marche event?

Representative

Momotaro Jeans Kojima Ajino Main Store was one of the first three stores to open when Kojima Jeans Street was established in 2010.

As a long-established apparel shop on Kojima Jeans Street, we wanted to energize the community, so we came up with a marche event where not only tourists but also local residents could gather.

In 2021, Momotaro Jeans marked 15 years since its launch as a Japanese jeans brand, and Momotaro Jeans Kojima Ajino Main Store underwent extensive renovations and reopened.

At that time, we created a back garden at the renovated store so it could be used for community events.

It reflects the founder Manabe’s desire to contribute to the local community as an apparel shop representing Kojima.

Who reaches out to the vendors?

Representative

At Hareniwa Marche, we invite restaurants and general goods shops recommended by staff at Momotaro Jeans stores.

For example, the roasted sweet potato shop Fukafuka Taiga is recommended by the manager of the JAPAN BLUE JEANS Kojima store on Kojima Jeans Street.

The manager of the JAPAN BLUE JEANS Kojima store is an avid fan of roasted sweet potatoes and had been eager to invite Fukafuka Taiga if they held a marche event.

In addition, Hige Ryohin serves curry rice made with curry roux from Naish Curry, which has a store in Kurashiki City.

Naish Curry also had a store in Kojima, so the staff loved it so much that it would be no exaggeration to call it soul food.

We reach out to the staff’s favorite restaurants and general goods shops and invite them to set up at Hareniwa Marche.

About the workshops

Who plans the workshops?

Representative

The staff also come up with the workshop activities.

At past Hareniwa Marche events, we held a denim fabric weight-guessing game.

The thickness of jeans fabric is expressed in the unit of weight called an “ounce.”

Because the weight is compared based on a set area, lightweight fabric is called “lightweight denim,” while heavier fabric may be called “heavyweight denim.”

The weight-guessing game came about when a staff member realized, “It’s interesting to express fabric in terms of weight.”

Other workshops have also come from the idea of finding ways to reuse materials instead of throwing them away, such as making Christmas wreaths from leftover denim fabric.

At past Hareniwa Marche events, we’ve held workshops related to jeans based on ideas from the staff.

Why did the leather-stamping workshop come about?

Representative

Momotaro Jeans accepts custom belt orders.

Tochigi Leather Co., Ltd. uses a leather called Tochigi Leather, which it manufactures. Like jeans, it is a material that develops character over time.

Although it is high-quality leather, making a custom belt inevitably leaves unusable pieces, like offcuts.

We planned a lettering-stamping event to make use of materials that would otherwise be thrown away, while also letting people enjoy the texture as they handle the leather.

What are the characteristics of this leather?

Representative

Tochigi Leather Co., Ltd. is a company that makes leather using a traditional tanning technique with a substance called tannin.

There are broadly two methods for tanning, the process of turning “hide” from cattle into “leather” for use as a material, and leather is classified according to how it is processed.

One method uses the metal chromium, and allows leather to be produced efficiently.

Leather made using chromium is called chrome leather, and it is said that 90% of the leather on the market is chrome leather.

The other method uses tannin, a plant-derived substance, and is a traditional process that takes considerable time and effort.

Leather made using tannin is called tannin leather.

In fact, chrome leather does not develop much character over time; generally, tannin leather is what lets you enjoy the changes that leather products undergo over time.

Although the tannin-based manufacturing process is inefficient, Tochigi Leather Co., Ltd. has remained committed to its traditional methods.

Today, as traditional things are being rediscovered, tannin leather is gaining popularity among dedicated fans.

Visiting a marche event born from a craftsman’s spirit

Momotaro Jeans sells only products made with uncompromising attention to detail.

From hamburgers made with the finest ingredients and inventive chicken over rice to a wide variety of roasted sweet potatoes, the care put into the marche event could be tasted in every bite.

They reach out to the staff’s favorite shops and plan workshops where visitors can learn about clothing; there is a reason behind every single thing they do.

The dedication they have brought to making products as a Japanese jeans brand naturally shines through at Hareniwa Marche as well.

During a long weekend, we recommend visiting Kojima Jeans Street to enjoy not only Japanese-made jeans but also a marche event that reflects a craftsman’s spirit!

Get handpicked articles from Kurashiki Tocotoco on LINE