Nurturing the Material, Twisting the Rope
‘Hinoe’ Shimenawa Ornaments Rooted in Japan’s Rice Culture
New Year’s Day marks the beginning of the year and is a time when Japan’s sense of beauty and tradition is most deeply expressed. To welcome this important turning point, MOMOTARO JEANS adorns the entrances and interiors of its stores with shimekazari—traditional New Year’s ornaments handed down in the Okayama region.
During the year-end and New Year season, shimekazari appear in many forms, adorning households across Japan. Shimekazari are traditional ornaments made from rice straw, placed at entrances and other thresholds as a way to prepare for the arrival of the Toshigami—the deity believed to bring good fortune in the New Year.
After tidying one’s surroundings at the end of the year, shimekazari are hung both inside and outside the home. By doing so, people signal to the Toshigami that the space is pure and ready to be entered, a practice long believed to ward off misfortune and invite blessings for the year ahead.
The ‘Megane’ (Eyeglass-Shaped) Shimekazari of the Okayama Region
One of the defining characteristics of shimekazari is that their forms vary from region to region across Japan. The rice straw used to make them is a byproduct of the rice harvest, and for generations, shimekazari have been crafted within farming households and local communities.
As a result, each area developed its own distinct styles, shaped by local life and landscape—giving rise to the unique forms that exist today.
The ‘Anko Megane’ Shimekazari of Southern Okayama Prefecture
The shimekazari we display during the year-end and New Year season is an eyeglass-shaped form passed down in the Okayama region—specifically the “Anko Megane” style found in southern areas such as Kojima. Straw is first shaped into a core, or “anko,” which is then wrapped as two ropes are carefully twisted and formed into circular loops.
Its distinctive, eyeglass-like shape is said to symbolize clarity and foresight. The spiraling ropes, twisted inward from both sides toward the center, represent the idea that good fortune flows inward—a motif long cherished as a sign of auspicious beginnings.
All shimekazari adorned with two circular loops are known as the eyeglass-shaped style traditionally found throughout Okayama Prefecture. The shimekazari positioned at the top center, however, features the “Hato” (dove) motif, a form passed down in regions such as Kyoto and Yamaguchi.
In this design, two facing doves overlap with the paired loops, symbolizing harmony between husband and wife—a wish for a balanced and enduring partnership.
From Preparing the Materials to Selecting and Twisting the Rope
Handcrafted Work That Carries on the Culture of Each Region
The Anko Megane embodies both suppleness and strength. The person who meticulously twists this traditional form into its refined shape is Yo Fujimoto, a craftsperson of Hinoe, based in Fukiya, Takahashi City, Okayama Prefecture.
Fujimoto originally began his career as a pattern maker, working in the field of manufacturing. “I’m less inclined toward freely decorating a space,” he says. “Instead, I’m better suited to the process of carefully refining and completing each individual product—and that temperament proved to be a good fit for making shimekazari.”
By precisely measuring the materials and thoughtfully applying them to predetermined forms, he follows a steady, unwavering process. Even while working with natural rice straw, this disciplined approach results in pieces that are both beautifully balanced and meticulously crafted.
Fujimoto’s approach to making shimekazari begins with “raising” the materials themselves. All of the rice straw he uses is grown by his own hands. In spring, he tills the fields and sows the seeds; in summer, the rice is harvested, dried, and carefully sorted.
Through this patient cycle of preparation, repeated year after year, the materials are finally ready to be twisted into rope as autumn deepens. Then, as the year draws to a close, each shimekazari is completed one by one in preparation for the New Year.
He also approaches each piece with deep respect for the designs handed down through the region. Rather than embellishing them, he focuses on drawing out the quiet, inherent strength of the materials themselves. By carefully interpreting the forms that have remained in the land, he refines their balance and scale through a contemporary lens.
In doing so, Fujimoto seeks a presence that feels timeless—continuing to create works that can be passed on to the next generation.
Left: The Anko Megane shimekazari displayed at MOMOTARO JEANS stores.The accompanying washi paper is indigo-dyed in a deep hue inspired by “Tokuno,” the rich indigo blue that symbolizes MOMOTARO JEANS.
Right: “Horse,” a zodiac figurine created annually by Fujimoto. Indigo-dyed thread is used to bind the legs, adding a subtle yet meaningful detail.
A Thoughtful Setting to Prepare the Heart for the New Year
In 2025, MOMOTARO JEANS welcomed many visitors to its stores from all around the world. As we look toward the coming year, we hope that a clear and gentle breeze will continue to flow through these places of encounter. With this wish in mind, we prepare our shimekazari and ready ourselves for the beginning of a new year.
Moving forward, we remain committed to sincere craftsmanship and uncompromising quality—striving to create jeans that enrich the lives of those who wear them.
We look forward to your continued support in 2026.
Hinoe
Based in Fukiya, Takahashi City, Okayama Prefecture, Hinoe creates a wide range of straw crafts, including shimenawa ropes and shimekazari ornaments. From planting rice seedlings to harvesting, sorting, and twisting the straw into rope, nearly every step of the process is carried out by hand. Through this approach, Hinoe seeks a quiet presence that highlights both the natural beauty of the materials and the traditional forms passed down through the region.
The name Hinoe is derived from a character in the yin-yang and five-element philosophy of Four Pillars of Destiny, where it signifies the “sun.” It reflects a reverence for the fact that the straw used as material cannot grow without the blessings of sunlight.
※Please note that the shimekazari are for in-store display only and are not available for purchase.
