Presenting Japan’s Traditional Culture as World Pop Culture – “Shochiku Kabuki X Uniqlo Project” Starting March

TOKYO, February 17, 2015 /PRNewswire/ — Shochiku Co. announced Feb. 17 that it is collaborating with Uniqlo Co. to launch the "Shochiku Kabuki X Uniqlo Project" for presenting to the world Japan’s traditional culture in the form of modern pop culture through Kabuki and clothes. Kabuki actor Ichikawa Ennosuke IV will assume the post of Project Ambassador to transmit information to people around the world.

In this project, we place respect on the framework of aesthetic consciousness that pursues "Makoto ni yoki mono, utsukushiki mono" (truly good and beautiful things) while presenting to the world Japan’s traditional culture anew as modern Japanese pop culture. To this end, Shochiku, which produces and promotes Kabuki performances and which operates Kabukiza Theatre, the sanctuary of Kabuki, and Kabuki actor Ichikawa Ennosuke IV, who serves as the Project Ambassador, are in charge of overseeing the project. Uniqlo’s UT Creative Director NIGO has thought out the appropriate design, shape and fabrics.

About the Products

  • Design
    Kabuki’s iconic motifs make up the base design, such as crests and patterns related to "Omodakaya," the "yago," or acting house name, of Project Ambassador Ichikawa Ennosuke IV; unique costume designs drawn from various performances; and "kumadori" — the stage makeup characteristic of Kabuki.
  • Line-up
    From UT and STETECO & RELACO to bandanas and tote bags, items geared to both men and women will be offered.
  • Sales period: Sales will start in France on March 20, in Japan on March 26, and elsewhere around the world at later dates.
  • Sales locations: 14 markets countries including Europe, United States and Asia

For photo:

About Kabuki:
Kabuki, for which Shochiku is in charge of producing performances and promoting them, came into existence during the Edo period. One of the traditional performing arts that Japan boasts, it was declared UNESCO’s Intangible Cultural Heritage in 2005 and continues to fascinate people today even after more than 400 years have passed since its inception. Kabuki continues to capture audiences after the fifth-generation Kabukiza Theatre reopened in April 2013 after three years of reconstruction work.

About Shochiku Co., Ltd.
Based in Chuo-ku, Tokyo, President/CEO Jay Sakomoto.

About Uniqlo Co., Ltd.
Based in Yamaguchi City, Yamaguchi Prefecture,
Chairman/President/CEO Tadashi Yanai.

Izumi Okabe
Public Relations
Tel: +81-3-5550-1526
e-mail: [email protected]

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