The history of Kojima in Kurashiki City, which flourished as a cotton production area during the Edo period, is passed down to the present as the holy land of jeans.
The Ajino shopping street, lined with apparel stores dealing in jeans, is known as Kojima Jeans Street and is a rare clothing-focused tourist destination even on a national level.
The "Momo Taro Jeans Kojima Ajino Main Store," which has been in operation since the establishment of Kojima Jeans Street in 2010, has contributed to spreading the name of Kojima Jeans Street worldwide.
On April 27, 2021, the Momo Taro Jeans Kojima Ajino Main Store was renovated to commemorate the 15th anniversary of the domestic jeans brand "Momo Taro Jeans," developed by Japan Blue Co., Ltd.
We learned about the highlights of the newly renovated store and the history of Momo Taro Jeans Kojima Ajino Main Store from the public relations office of Japan Blue.
Here, we introduce the charm of the newly transformed Momo Taro Jeans Kojima Ajino Main Store.
Introduction to the renovated "Momo Taro Jeans Kojima Ajino Main Store"
Highlights of the Entrance
The newly renovated Momo Taro Jeans Kojima Ajino Main Store has some noteworthy features at the entrance.
The blue walls around the entrance utilize denim fabric as wallpaper.
It uses a material called Shin Denim, developed by Japan Blue, which has the characteristic of being resistant to fading.
To the right of the entrance door, there is a display of threads that express the diversity of colors created by indigo.
The transition from white to light blue to dark blue is beautiful.
There are various colors in natural indigo, and efforts have been made to visually enjoy the beauty of indigo.
Inside the Store
Sales Floor
Inside the store, products from the brand Momo Taro Jeans, developed by Japan Blue, are lined up.
The old folk house adjacent to the traditional store has been renovated, expanding the sales area from about 150 square meters to about 300 square meters.
The sales area was expanded with the desire to deliver high-quality products to customers in a spacious environment.
The number of products handled has also increased from about 3,600 to about 4,000 items.
Display
The most eye-catching feature inside the store is the jeans lined up against a red wall.
The contrasting red background highlights the blue of the jeans.
Jeans of different silhouettes are displayed, allowing customers to visually enjoy the richness of jeans designs.
The characteristic of jeans is that they develop a rich atmosphere as they are worn more frequently.
To allow customers to feel the aging process of jeans, several pairs that have been worn for years are displayed in the store.
Weaving Machine
In the expanded store, there is a weaving machine for producing denim fabric.
This is not just a decorative installation; it is actually in use.
On weekdays, craftsmen can be seen handcrafting denim fabric.
By not only allowing customers to handle high-quality products but also showing the actual manufacturing process, they convey the background of the products to customers.
Outside the Store
Store Front
The original store, built in the early Showa period, retains a retro atmosphere as a post office building, while the expanded part, a folk house, gives a refined impression while still feeling traditional.
In front of the store, the mascot character Momotaro was on duty.
Many customers take photos with Momotaro, making it quite popular.
You can also find attention to detail in the exterior.
The walls of the building boldly feature the trademark two lines of Momo Taro Jeans.
Backyard
If you go around to the opposite side of the store, there is a charming garden.
It was created with the hope of becoming a place rooted in the community, utilized for local events such as the Ajino shopping street festival.
In May 2021, a market event called Hareniwa Marche was held, bustling with visitors to Kojima Jeans Street.
Café "CAFÉ JAPAN BLUE GARDEN"
To the right of the entrance of the store, there is a café called CAFÉ JAPAN BLUE GARDEN.
As unique food offerings from a jeans store, they provide snacks and drinks using indigo.
You can enjoy Baumkuchen and indigo lemonade.
History of Momo Taro Jeans Kojima Ajino Main Store
Kojima Jeans Street
Kojima Jeans Street started in 2010 with the aim of promoting Kojima as the birthplace of denim in Japan.
Until then, while there were sewing factories and dyeing factories scattered throughout Kojima, there were few places to purchase jeans.
Additionally, the Ajino shopping street, starting from the nationally designated important cultural property Nozaki's Historical Residence, was the most prosperous street in Kojima, but by 2010, it had become desolate, and revitalization of the shopping street was needed.
Thus, Kojima Jeans Street was established to allow people to enjoy jeans made in Kojima right in Kojima.
As of 2021, there are about 40 apparel stores dealing in jeans along Kojima Jeans Street.
It has gained national recognition as the holy land of jeans and has grown into a tourist destination attracting about 300,000 visitors annually.
History of Momo Taro Jeans Kojima Ajino Main Store
Momotaro Jeans Kojima Ajino Main Store began operations in 2009 as the first directly managed store handling the domestic brand "Momotaro Jeans" developed by JAPAN BLUE.
Subsequently, in 2010, Kojima Jeans Street was established, with three jeans stores lining the street.
Momotaro Jeans Kojima Ajino Main Store is a store that has been building the history of Kojima Jeans Street from the very beginning.
In 2015 and 2017, events occurred that made the name Momotaro Jeans known to many people.
The then Prime Minister Shinzo Abe mentioned Momotaro Jeans in a speech as part of the "Cool Japan Strategy," a policy to promote Japanese-origin content to the world.
With the goal of creating the world's best jeans, the jeans embody a commitment to Japanese craftsmanship, and the business strategy of JAPAN BLUE, which was expanding into Europe, as well as the efforts to revive local shuttered shopping streets as Kojima Jeans Street, were highly praised, leading to their name spreading nationwide.
As the name Momotaro Jeans spread, many customers began to visit the first directly managed store, Momotaro Jeans Kojima Ajino Main Store.
At times, it seems that entry restrictions were implemented, and there were moments when they felt frustrated by not being able to provide sufficient service.
The expansion of the sales area due to renovations was carried out to provide a space where customers can take their time to find their favorite jeans.
Exclusive Services at Momotaro Jeans Kojima Ajino Main Store
Exclusive Jeans at Momotaro Jeans Kojima Ajino Main Store
They offer jeans featuring two lines drawn in the color blue, which is exclusive to Momotaro Jeans Kojima Ajino Main Store.
At JAPAN BLUE, the color "blue" is considered important.
Not only does it express the "blue" created by indigo dyeing, but it also represents the "blue" of the Seto Inland Sea visible from Kojima.
As the exclusive color for the first directly managed store, the "blue" that JAPAN BLUE values has been adopted.
Denim Suits
Momotaro Jeans Kojima Ajino Main Store sells denim suits.
The only store where denim suits are tailored under the management of JAPAN BLUE is Momotaro Jeans Kojima Ajino Main Store.
They use "Shin Denim," developed as a denim fabric that is resistant to fading.
Unlike traditional denim fabrics that have a casual atmosphere, it has a texture that harmonizes with the silhouette of a suit.
This rare denim fabric suit is often purchased by people in their 30s for business use.
Conclusion
Stepping into the store through the entrance decorated with denim fabric and looking over the neatly arranged jeans gives you a feeling as if you have come to an exhibition.
Not only can you pick up products, but you can also enjoy seeing various silhouettes of jeans and the aging changes of the fabric, creating a space for viewing jeans.
Moreover, the sight of products crafted by artisans inside the old post office building and traditional houses evokes a sense of the intention to pass down the industry nurtured in the region to future generations.
The revival of a shopping street that once lost its liveliness may be influenced by the power of the industry rooted in the community.
Please visit the Momotaro Jeans Kojima Ajino Main Store, which stylishly inherits the history of local industry that has continued since the Edo period.
Data for Momotaro Jeans Kojima Ajino Main Store
| Name | Momotaro Jeans Kojima Ajino Main Store |
|---|---|
| Address | 1-12-17 Ajino, Kojima, Kurashiki City, Okayama Prefecture |
| Contact | 086-472-1301 |
| Parking | Available ・There is a dedicated parking lot about a 1-minute walk from Momotaro Jeans Kojima Ajino Main Store ・Can accommodate up to 20 vehicles ・Free |
| Business Hours | 10:00 AM - 7:00 PM |
| Regular Holidays | None Except for New Year’s holidays |
| Payment Methods |
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| Website | Momotaro JEANS ONLINE SHOP |
