Kurashiki has developed as a textile town due to its once-thriving cotton cultivation.
Among the many textile industries in the city, Betty Smith has been producing jika-tabi (traditional split-toe footwear) since the Taisho era.
When I think of tabi, I have a strong impression of them being special footwear worn with kimono, and I rarely see them in everyday life.
However, my perception changed when I learned about the "tabi shoes" made by Betty Smith. Tabi shoes are everyday wearable tabi that combine a unique appearance with the functionality characteristic of tabi.
As a long-established company rooted in the community, Betty Smith continuously creates new value in jika-tabi. I interviewed Manami Yabuki (the young employee in her fifth year as of April 2025) about the appeal of Betty Smith as a company.
About Betty Smith (MARUGO)
Betty Smith (MARUGO) is a long-established jika-tabi manufacturer with over 100 years of history.
Jika-tabi refers to tabi with rubber soles. They are used as shoes that protect the feet of workers in fields such as agriculture and construction.
In the Taisho era, when shoes were not yet widespread, people wore waraji (straw sandals) and tabi.
To protect the feet of workers, the founder of Betty Smith, Itaro Fujiki, developed the "sewn jika-tabi," which attached rubber from tires used in rickshaws to the soles of tabi. This innovative idea not only ensured durability but also prioritized comfort.
Founded in 1919, Betty Smith started its business with jika-tabi. Utilizing the know-how accumulated over many years of producing jika-tabi, the company has also engaged in derivative businesses such as the development of work shoes.
The types of tabi produced by Betty Smith can be broadly categorized into three types: work shoes for use at job sites, ceremonial tabi for festivals, and tabi shoes that support daily health.
Even now, as a pioneering manufacturer of jika-tabi and work shoes, they continue to pursue the "new possibilities of jika-tabi."
Manami Yabuki, Designer of Tabi Shoes
Manami Yabuki works in the Wellness Promotion Department, which focuses on the tabi shoes business. Born in 1998, she is from Okayama City.
Yabuki, who says, "Okayama is easy to live in, and I've never thought about leaving the prefecture," studied visual design at Okayama Prefectural University and joined Betty Smith as a new graduate in 2021.
Yabuki's main job is planning and designing tabi shoes. In addition to producing shoes, she is involved in various design tasks such as product photography and creating posters and product images. Sometimes, she even serves as a model for wearing the shoes herself.
Tabi shoes not only have an appearance that is easy to wear daily but also support healthy feet, so their development requires various knowledge and experience.
Yabuki mentioned, "The workplace is fun because I can challenge myself with a wide range of tasks."
Yabuki's Journey to Joining Betty Smith
The opportunity for Yabuki to join Betty Smith came from participating in the 2019 D-Internship during her student days.
D-Internship was an internship program that utilized the corporate event "Dragon Job Exhibition" held at Kurashiki Ivy Square for the development of university students. During the matching between companies in the Takahashi River basin and university students, Yabuki was assigned to Betty Smith, where she worked on sales planning for tabi shoes.
D-Internship and the Dragon Job Exhibition ended in 2024.
Through the internship, Yabuki realized the joy of communicating and delivering the appeal of products. Additionally, while interacting with Betty Smith employees, she observed how they respected each other's opinions and communicated freely, which made her feel attracted to the company's relaxed atmosphere and environment.
At that time, there were no openings for new graduates, but later the head of the Wellness Promotion Department asked her, "Would you like to try working with us?" She brought her portfolio, which included sketches and designs she created during her student days, to the interview, and her joining Betty Smith was decided.
The First Brand She Produced: "coppelia lily"
Launched in October 2023, "coppelia lily" is the first pair of shoes produced by Yabuki.
Based on ballet shoes, it was created with the hope that people would "feel a bit of a dramatic everyday life like the characters in a ballet story." While maintaining the functionality of tabi shoes, the chic texture of domestically produced bechin and vibrant colors bring out a romantic cuteness.
The production period took about two years. This is the first memorable tabi shoe released in Yabuki's third year at the company.
Tabi shoes go through the flow of "planning and design", "engineering", and "manufacturing" before reaching sales.
The planning and design phase involves shaping the idea of "I want to make this kind of shoe" and deciding on the details. In the engineering phase, tasks include selecting the fabric to be used and verifying functionality such as ease of wear and manufacturability.
At Betty Smith, product managers are involved in everything from planning and design to public relations, so the specifications and branding of each shoe reflect the creator's dedication.
Check the latter part of the interview for details on what Yabuki focused on.
Yabuki's Thoughts on the Appeal of Betty Smith
Yabuki identifies two main appeals of Betty Smith as a company.
The first is that all employees genuinely appreciate the appeal of Betty Smith's items.
Since many employees have experienced wearing tabi shoes and felt their benefits, they can convey the charm gained from personal experience to customers during service.
During the interview, I also consulted about my foot shape concerns and received a thorough explanation of the expected effects of wearing tabi shoes.
Listening to the talks filled with love for their own products deepens the appeal of tabi shoes significantly.
The second point is that the customer service is not focused on selling, but rather prioritizes the customer's needs.
Tabi shoes are difficult to size, and it is necessary to propose shoes that fit each individual. Marugo's customer service is said to naturally shorten the distance between the salesperson and the customer, as they propose shoes after understanding the customer's concerns.
Yabuki says, "If there are customers who are struggling with their feet or shoes other than tabi shoes, I will sincerely make suggestions to them." This sincere attitude may be why Marugo has many fans.
Yabuki, who joined Marugo, is entering her fifth year in 2025.
We interviewed her about Marugo from the perspective of her youth.
Data of Marugo Co., Ltd. (MARUGO)
| Organization Name | Marugo Co., Ltd. (MARUGO) |
|---|---|
| Industry | Footwear business, industrial goods business |
| Representative Name | Fukuda Masahiko |
| Year Established | 1919 |
| Address | 1680-1 Chayamachi, Kurashiki City, Okayama Prefecture |
| Contact | 086-428-0230 (Sales Department) |
| Website | Marugo Co., Ltd. (MARUGO) |
