Aiming to Become the Next Generation Global Denim Brand from Japan: Brand Revamp

Inheriting Values and Evolving

To aim for a global denim brand originating from Japan, MOMOTARO JEANS is undergoing a brand revamp. MOMOTARO JEANS was born in 2006 in Kojima, Okayama, a world-renowned denim production area. Our deep indigo "特濃-TOKUNO BLUE" denim, achieved through repeated dyeing, is now available in 26 countries and regions worldwide. We perceive jeans not merely as fashion items but as beautiful "tools" that enrich the lives of those who wear them, emphasizing details in material selection, dyeing, weaving, and sewing. To showcase the new charm of "Japan Denim" domestically and internationally, creative direction is led by Kaie Murakami of SIMONE, with logo design by Kazuki Kobayashi. To communicate the new denim expressed by MOMOTARO JEANS to the world, the brand website will be revamped to serve as both a branding tool and a sales channel. Simultaneously, "MOMOTARO JEANS KYOTO," designed by AS (a unit led by Atsushi Aoki and Masatoshi Shinagawa), will open on July 13, 2024, on Shinmonzen-dori in Kyoto as a new brand dissemination hub.
With the brand revamp, MOMOTARO JEANS will also introduce new product lines. These new product lines, which inherit our traditions and are developed with higher quality designs and materials, will expand the possibilities of jeans. Each product embodies the highest quality denim, a fusion of traditional techniques and craftsmanship, providing beauty and comfort that blend seamlessly into everyday life. We pursue patterns with timeless silhouettes, unaffected by trends, and present them in more attractive designs. Below are the new product lines:

SIMONE
Founded in 2003 by Kaie Murakami, SIMONE is a professional branding group. They have executed branding projects for over 350 companies in the high-sensitivity industries of fashion, beauty, and luxury both domestically and internationally. Under consistent direction, they provide comprehensive solutions from consulting to communication design and output production, leading businesses to success with high strategic and execution capabilities. Born in Shizuoka Prefecture in 1974, Murakami founded SIMONE in 2003 after working at Miyake Design Office. They offer practical creative consulting and business development to domestic and international companies, winning numerous awards including NY ADC, CANNES LIONS, and AUDI INNOVATION AWARD.

Ikki Kobayashi
Graphic designer. Graduated from Tama Art University. Part-time lecturer at Joshibi University of Art and Design and Tama Art University.

AS Co. Ltd.
An architectural design unit led by Atsushi Aoki and Masatoshi Shinagawa. Established in 1991 as Jun Aoki Architect & Associates and reorganized in 2020 when Masatoshi Shinagawa joined as a partner. Notable works include "Kyoto City Kyocera Museum of Art" and "Peak at Senkoji Temple."


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