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Do we have the same 24 hours in a day?

Millionaire Creative directors of fast fashion and celebrity brands would argue that we all have the same 24 hours in a day that can be utilised to achieve one’s greatest entrepreneurial ventures only if we have the will to do so. 

Yet if you flip the coin, the other side is not so much of a meritocratic face as it is the exploitative manual labour, whereby the very same fast-fashion corporations are paying their garment workers approximately £3.50 p/hour when the living wage is £8.91 (for ages 23 and over)  in comparison to the 7 figure payroll of their directors. If we share the same 24 hours, why is the pay difference such a disparaging difference? 

There are many iterations of the famous “We have the same 24 hours in a day” quote,  but what are its roots and how does it corroborate violent attitudes towards the working class and the underprivileged, especially in the fashion world of today? 

Underpaid, underappreciated and overworked: 

Leicester city is one of the UK’s largest garment industry hubs and it is not a coincidence that around a third of its workers are from ethnic minorities who were born outside of the UK – leading them to be extremely vulnerable to abuse and exploitation due to a lack of support and articulation of a foreign language to seek help. 

With the same 24 hours, garment workers across the globe are handed ultimatums instead of choices to better their lives. The illusion that meritocracy, that one’s own merit will grant them access to positions of success, ignores the reality that many cannot afford stability; generational disadvantages and economic situations make one’s priorities near impossible to plan for the future when tomorrow is not certain. 

Why Fashion Revolution is important:

Fashion Revolution aims to bring “systemic and structural change, the global fashion industry can lift millions of people out of poverty and provide them with decent and dignified livelihoods.” 

The movement was started with the 2013 tragedy, the collapse of the Rana Plaza in Bangladesh. Now this annual reminder stands for all underrepresented and undervalued workers within the Fashion industry while holding fashion giants accountable. Read more here to learn more about Fashion Revolution week. 

The Revolution starts at home    

Over here at 4649.REC we are championing upcycling, customisation and recycling of ore-loved family clothes that exist to give them a new lease of life.  Our principles are that clothes carry history, a story and a potential to be REinvented, REimagined to REConnect us with what we already have. We believe in sustaining energy through recycling energy – this extends to committing to the practice of not mass producing stock, only crafting and designing with what already exists by giving them new life. 

Keep an eye on our Instagram for more on our take on Fashion Revolution 

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Sustainable Living: “It’s not you, but us” 

Mission Impossible? 

We say absolutely not – if we focus our efforts on reframing how we produce, organise and eliminate excess waste from our current modes of production. 

A circular economy is a framework that strives to eradicate waste by designing to reuse and reintroduce. It isn’t about individual responsibility, it is about building a collective understanding and awareness of a larger problem.

There are 3 Pillars to a circular economy:

  • Eliminating waste and pollution by design
  • Designing waste into recycling materials 
  • Regenerating natural systems

Think of a circle – observe how it is a loop and not a linear line. That is essentially how the economy should be designed to function. Materials are introduced, used, then recycled into their basic components to be re-introduced into production. 

So, what does a circular economy look like in Fashion?

A garment is designed to be apparel, at the end of its life it is stripped down to its basic fabrics to be recycled into a bag. The bag at the end of its life will be further recycled into the soles of a shoe. When the shoe has reached the end of its life, where does it go? Back to the producers where the basic components will be reverted back to the original fibre where the process starts again. 

Why all the hassle now? 

The world went through what the New York Times described as the ‘Pandemic Decluttering’. Everyone was forced to look in and make room for work, leisure and breathing spaces all within our homes. This resulted in people excavating receipts, appliance boxes and clothes that have been untouched by last summer’s trend. 

“Spring cleaning” – Our take on a REfresh

It’s become more clear now than ever that as creatures of habits we have some unpacking to do when it comes to making space for the current by repurposing and questioning the hoarded skeletons that have resided in our closets for decades and if they really need to be there.

We have finite resources, finite space in landfills and finite time in making efforts to revive the environment. The best step in the right direction is to consciously buy/mend and source with longevity in mind.

Reality check: We have ways before we make it to this much of an efficient arrangement as money, time and resources for this kind of operation are scarcely delegated with seriousness due to business competition. But in comparison to awareness 10 years ago, we have made huge steps as a whole in the right direction. 

Too much to take in?

The mission is possible if we invest in systems that design an ongoing loop that feeds itself to avoid excessive waste. And that can start from simple daily habits like:

  • Donate to thrift stores and charity shops 
  • Check the garment care labels on the garment and opt for  materials that aren’t mixed with polyester.
  • Get crafty with DIY mending – you can organise a mending group with your friends over tea, or hop onto apps like Sojo to find a tailor near you to ensure that something perfectly valuable isn’t discarded.
  • Set your washing machine at low temperatures (30 degrees advised) to save energy.

What about personal responsibility?

Oftentimes, consumer responsibility is used as a marketing strategy to alleviate the responsibility of 20 companies who contribute to 55% of the world’s plastic waste. These companies are a collective of Chemical, Oil and Gas giants. But amidst the helplessness, there is still hope as people, (including you and us) have been working towards alternative ways of consuming, this can look like supporting local independent businesses. Or, upcycling, mending, recycling. As a population, there has been a steady movement in changing our relationship with buying and overconsuming.

The 4649.REC way:

Our approach to design around wastefulness is to REinvent the old by upcycling old kimonos sleeping in Japanese households for multiple generations. Emotional design is a driving principle for the clothes we make which have the purpose of finding a positive chord to REConnect a preloved item with a new owner who will continue their story. This is a way to design waste away as a form of REsurrecting through RECycling.

Our ethos is RECycle, REvive and REConnect stories within the items we have and give them a new journey to be continued to the next generation and beyond, and we invite you to be part of our journey. Browse through our designs to see how the life of reclaimed kimono fabric has been reimagined by us.

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Spreading love & sustainably with Tatoushi Kimono paper

Have you noticed our products come parcelled in a rich heavy paper, and wondered where it’s coming from? 

This is called “Tatoushi”, a kimono storage wrapper made from Japanese Washi paper, which is used to preserve, package and protect kimonos.

The washi paper packaging is made with the utmost care, sometimes you can feel or see herbal flecks on the outside layer – this is to protect the garment from moths and critters attracted to the natural silk packaged inside. Some even use essential oils for extra protection. 

This is how kimonos have been kept in good condition tucked away in our wardrobes for decades without ever being worn again. There are an estimated 800 million kimonos sleeping in the cupboards of modern-day Japanese households and that is why we began REpurpose and REinvent how we honour pre-loved kimonos in our modern daily lifestyle. 

Do you have Kimonos to donate? Or want to get in touch? Connect with us here

What is it made from?

Fibre isn’t just good for your health but also makes for strong paper – pulp such as Kozo (mulberry), gampi or hemp is distributed in the paper mould so the fibres intertwine and pressurise to make for a stronger almost fabric-like material. 

The REC way: REusing Tatoushi to wrap our products

The great thing about paper is that it can be RECycled, UPcyled and REinvented: one of our favourite ways to champion Tatoushi paper is to use it as wrapping paper for our large items, as well as price tags and some stationery products.

And sometimes we use it to craft beautiful origami art that honours traditional Japanese forms.

We have greeting cards that feature Tatoush cranes:

Midori Moss Aloha shirt and matching Tatoushi greeting card

These unique shapes and values are speckled throughout our story as reminders of the philosophy and symbolism behind our Japanese-centric ethos. 

Origami crane to celebrate and bring prosperity to the New Year  :

Setsubun marks the seasonal division when Spring start in Japan where “Mamemaki” (bean throwing) is used to deter evil spirits away:

Origami Heart :

As the season of Valentines approaching and in true REC fashion, we would love to celebrate all kinds of love and connections with you through a heart origami.

Our committment:

We use sustainable kimono packaging as a nod to our roots and further commitment to sustainable practice. REvisiting the way things can be, through upcycling or recycling what you already have, you can now use fabric scraps to make trains of cranes to bring you luck and a way to wind down. 

Tatoushi crane greeting cards

It is the perfect time to evaluate and nurture the different kinds of love you have brought into this new year with. We too have been growing our beloved bespoke collection.

Regardless of what month it is, we believe life is about reaching above and beyond, diving into self-love, discovery and nurturing what connects us to a deeper-rooted love that allows us to REConnect amidst our whirlwind lives every single day. 


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Celebrating the day of ‘adulthood’ with Kimono

 🍶Happy Seijun no hi 

Seijin no Hi (成人の日), known as the Coming-of-age day, known as the Coming-of-age day is a national holiday to celebrate a whole generation turning 18 years old (previously was 20), a commemoration of their new beginnings as an adult.

What’s the deal? 

This is our statement denim jacket, ‘Flower Wall’ made from Yumi’s Mother’s very own Kimono Obi from her Coming of age ceremony from decades ago.

Naturally, this beautiful fabric would not have seen the day of light had it not been for Yumi upcycling her mother’s vintage silk Obi.

 Due to the speciality of the fabric, Yumi has also upcycled it into a lampshade for her bedroom, as well as framing the remaining square of her mother’s kimono as a soulful reminder of how the brand was started. 

credit: KTW photographer

Today, the second Monday of January is an important welcome to their newfound adulthood, entry into society and the responsibilities that come with a new milestone. A day where the young adults of Japan are encouraged to embrace the marking of their reached maturity and a sense of belonging into a new phase of their lives, leaving behind their adolescence.

Coming of age ceremonies have been celebrated in Japan since 714 CE and one of the highlights of the day is the beautiful traditional furisode kimonoa long sleeve style of kimono distinguishable by its long sleeves, worn by young women.  And traditional Hakama, or western suit for the young men. Kimono rental services, stylists and traditional makeup/ hairdressers are all booked and busy for the masses of young adults on the big day. 

👘 Rental Kimono?

Yes, you heard correctly. Traditional kimonos, especially ones worn for special ceremonies are mostly made from pure Japanese silk, something you cannot wear for all kinds of occasions so newer generations are increasingly deciding to opt for rentals as this is the cheaper and more sustainable approach. 


There are still thousands of kimonos tucked away into the quiet corners of the Japanese households as the heavy silk is deemed too extravagant for everyday wear. What a waste, no?

🕊️ The REC way :

Following the motto of “Mottainai”- ‘no waste’,  4649.REC found a way to customize and grant these special fabrics a new life.

This is why the new floor lamps and lampshades made with colourful silk Obis are ingenious additions to the 4649.REC range of bespoke upcycled products. 

credit: @kendal___eline

🧡 We wanted to REConnect with the very pieces of our culture that celebrate a new beginning in life and proudly use them in our daily lives instead of it being wrapped up in dark corners.


There are precious stories of youth and memories of a day that commemorates a young person’s journey into adulthood within the seams of their kimono. One of the commitments of the REC way is to REinvigorate by REConstructing something you can appreciate every day alongside the roots of its history. 

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Holiday Blues: why Blue is a colour to uplift us

a pattern of tiger

We believe in colours as reminders of the vibrancy of life: browse through our products to see how important all colours, especially blue, are integral to our stories.

‘Ao’ represents serenity, vast oceans and stability

What is the ‘Holiday Blues’, and how does it affect us? 

The holiday season brings the pressure of being jovial and merry with your loved ones and who you surround yourself with: stress, anxiety and (seasonal) depression alongside chronic conditions snowball during this time.

photo by : kwtphotographer

‘Over 2 in 5 Brits report feelings of stress, and about 1 in 4 reported struggling with anxiety or depression during the Christmas season.’

insight on celebrations during covid 19 report 2021

Now-empty spaces at the dinner table, longer nights, not enough daytime and the anxiety of leaving the house in fear of the virus. The holiday season can be a debilitating time with an unnerving pressure to be around ‘family’ when you are struggling to find a reason to celebrate. So, when life is not a cookie-cutter version of what we would like it to be, things can get tough and you are not alone feeling this way. 

Here are some ways you can self-soothe

  • 👤Acknowledge your feelings – take time to understand your anxiety, stress or depression, let yourself make way to the reason as to why you might be feeling this way and allow yourself to accept it.
  • 🧠Regain control – Try your best to regulate your high levels of emotions by stepping to the side and taking things slow to take back control: take time for your needs, a walk, quiet time alone or a nap, any form of action which is kind to your mind and body. 
  • 📍Be realistic about your expectations – It’s easy to be disappointed during these times when we have been taught to put the bar very high, but the simple things in life are just as enjoyable.
  • 🤝Reach out – Whether it’s family, friends, or a neighbour; reach out, talk to someone and let them know how you’re holding up. If you find yourself not being able to, ‘The Mind’ is a mental health organization that have helplines open, click over there if you need someone’s help. 

▶️ Watch The Mind’s video 👉 “Not a normal Christmas..” for a preview of issues that the organisation brings awareness to.

4649.REC ethos  💙

As born from the efforts to cope with mental health during a global lockdown, the brand became what it stands for through the strength gained from REConnecting with family through the kimono and cultural roots. We champion mental health awareness by giving a percentage of our proceeds to the aforementioned mental health charity, ‘The Mind’.

We believe sustainability is a philosophy larger than what it is defined by today, it is about sustainable practices across one’s life. It’s about sustaining healthy forms of wellbeing: what we call ‘Ki’ in Japan – protecting and regenerating our inner ecosystem and energy. To provide you with longevity and strength for a tomorrow, to live through another day, every day. Our efforts in REConnecting to what makes us whole is something we practice all the time, through our upcycling, customisations and RECycling –  we take the time to REConstruct what our tomorrow can look like.

 “It’s Okay Not to be okay”: 

It will eventually pass, and perhaps through some of the methods above maybe you will have taken another step towards understanding your ‘Holiday Blues’, preparing you for the next year.

It’s worth remembering that blue in Japan, ‘aoi’, represents a transient colour that carries the vastness, vitality and peace of oceans, skies and broader horizons, so the next time you catch a case of ‘the blues’, ride the wave over to the other side where one can stand on their own two feet with a sense of clarity. 

We, at 4649.REC are grateful to greet another year and thank all who we had the chance to say #Yoroshiku to 🙏

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Wrapped with Love: with Tamakurya Boutique

Masters of the Furoshiki Technique: Rundown

The evening opened up with a chance for guests to mingle, sip on sake and soak in the 88 Regent Street concept store. Shortly after our guest host Tamakurya Boutique eloquently began the workshop with a valuable introduction to the history of Furoshiki and its cultural importance.

photo credit: Pollobi Ferdousi

Furoshiki was popularised from the intuitive use of a flat cloth to store a customer’s belongings when visiting the bathhouse: Furo – meaning bath, Shiki – meaning spread. The use of furoshiki spread to household use and general carrying for generations to come.

The furoshiki duo, Maurya and Tak proceeded to a live demonstration showing how to wrap different gifts, ties to make a bag, wine carrier and knots for different occasions and functionality.  Sneak a peek at a few examples here: 

Wrapping a wine bottle carrier
Ma-masubi knot turned bow
Tak & Maurya

The cosy workshop gave guests the opportunity to see the step-by-step technique and have a go at trying Furoshiki themselves, closely guided by the Tamakuraya duo.  This multi-faceted practice of wrapping things with a cloth makes for more beautiful and sustainable alternatives to plastic-lined paper wrappings which would inevitably be used once in the face of the festive season.  

“I depend on the multifunctionality of furoshiki: I wear silk scarves in the winter which can easily become a bag..”

Maurya from Tamakurya Boutique

It was a warm, wonderful evening with familiar faces and new friends all REConnecting with each other through the ancient and sustainable wrapping of the Furoshiki technique.

Our ethos is to combine care and prosperity through teaching, learning and celebrating cultural practices. We were ecstatic to welcome Tamakurya Boutique to our concept store and revel in a sustainable cultural practice that we hope to spread here in London.

While we’re here: 

With that being said, our 88 Regent Street Concept store will be coming to an end on 24th December – so pop by to say #Yoroshiku while we’re here. 

photo credit: Pollobi Ferdousi

In the meantime, if you have missed out on our previous event, you can REvisit our Kimono Talk. We look forward to REConnecting with you 🙏💛

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Post-Kimono Talk: How is it the Ultimate Sustainable Wear?

Sake, Hot Tea, and Kimono Enthusiasts: RECap of the event

On the evening 25th of November at our 88 Regent street sustainable concept store, we hosted a Kimono Talk with Furikoyokimono store and Shoko Tanoue; local kimono experts and stylists who like us, incorporate the philosophy and eco-friendly practices of the Kimono in our everyday modern life. 

We opened our doors and welcomed many guests with sake, and hot tea provided by LabTonica – our neighbouring sustainable wellness brand. We were elated to receive such an audience who were invested in the sustainability of the Kimono.

Why is Kimono the ultimate sustainable wear? 

The (vintage) Kimono is sustainable because of how it is handled, the materials that are used to make it (100% cotton or silk) and the socio-cultural practices of how the Kimono is used/ passed down generations. 

kimono fabrics from furukiyokimono
kimono displayed from furukiyokimono

Kimonos can be described as a one size fits all because the T-pattern cut of the cloth allows for additional panels to adjust to the length, or girth of the wearer. Carrying on from that, the kimono is also made to be unstitched so it can be cleaned and restitched, allowing room for repurposing and better care of the garment. This was demonstrated in the event. 

Many generalise sustainability to bio-degradable materials etc, but it is also a way of living, Mottainai means to ‘Not to waste’, a popular saying within Japanese households that encourages the ultimate extension of an objects life. 

Rundown of the cozy Evening talk:

Sonoe Sugawara from Furukiyokimono store introduced us to the multi-faceted dimensions of the kimono: the many ways it is unstitched for different bodies, for cleaning and preserving material colour and life.

Shoko Tanoue, a kimono stylist who had moved to London during the pandemic and the endemic of racial discrimination towards Asian Hate, demonstrated how she adorns her culture proudly in London using beautiful ornate kimonos. The demonstration invited guests to see how the kimono or obi could be worn on their bodies.

4649.REC hosted the event in our 88 Regent Street concept store where guests had the opportunity to browse through our bespoke upcycled kimono garments, and products while exploring the vintage kimono collection from FurukiyoKimono selection. 

It was a delightful evening of chats, conversations and lovely to say #Yoroshiku to people who wanted to learn about the versatility/ sustainable philosophies of Japanese culture through the Kimono.  

After all, REConnecting, REkindling and REimagining our cultural traditions with one another is a way to weave a united story.  With that in mind, we are looking forward to REConnecting with you again soon for another event. 

With that in mind, keep your eyes peeled 👀as we have something cooking for another event

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Fast Fashion isn’t free. Someone, somewhere is paying.

– Lucy Siegle

What is Black Friday? 

 Black Friday is when retailers mark products down with huge discounts – incentivising mass consumption.  This started after the Great Depression in the ’50s, where retailers wanted to move their “Red” declining lines of their sales to black. Hence the name. 

But why is this not a solution anymore?

Giant clothing companies and brands all over the West are patterning toxic consumer behaviour, where they are encouraging mass consumption with unethical low prices. 

100 billion pieces of clothing are made each year even with current ‘efforts’ of introducing sustainable lines within big brands, otherwise known as Green Washing. 

Fashion Breakdown : how we are making a difference

Over here at 4649.REC we are championing upcycling, customisation and recycling of loved items that exist to give them a new lease of life.  Our principles are that clothes carry history, a story and a potential to be REinvented, REimagined to REConnect us with what we already have.

You might be wondering how? We will take you through our “Fashion Breakdowns” where we offer you in-depth transparency of how we make/source our clothes.

Here’s a run-down of how we rejuvenated these basic jeans:

They are 100% Denim Cotton

The jeans are sourced from a rescued production sample that didn’t make it to full production

Patches customised artfully onto the jeans are fabric scraps utilised from leftover production / vintage yukata

This piece has been hand-bleached to RE-invent the story of the hoodie and REalise its full potential.

The Obiage (orange belt) has been donated, it is detachable and can be used as a scarf. 

The Obijime, a chord that holds a kimono sash in place is reimagined as a part of the hoodie

There is always a way to REConnect to clothes we have by Upcycling. This is an example of that.

Rescued T-shirt revived with Japanese accents of vintage Yukata patches.

Leftover fabrics from our kimonos have been utilised. We value no waste.

How we can all help :

We can help by not adding to the consumer vortex by actively choosing not to purchase new things and choosing to build on the thing we do have. You can support local independent brands this week like us at 88 Regent Street, where all 6 Brands at the concept store have formed an alliance against Black Friday Sales. Or you can opt for sustainable products or pop in to see us for customisations. This week is about honouring ethical and sustainable practice to work towards a fairer and healthier society. 

If you want to see more fashion breakdowns : 👉 Check out our IG

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Celebrating Japan Culture day In London: Is it possible?

Absolutely. And let us show you how

If you’re looking to immerse yourself into Japanese culture there’s no better day than the 3rd of November which marks the national holiday of Culture day in Japan. The significance of this day is to celebrate the Arts, Culture, and Academic endeavours that have moulded Japanese society to the current day. 

Originally the 3rd of November was a holiday held in honour of the reigning emperor’s Birthday, Emperor Meiji, from the year 1868 to 1912. After his passing, it ceased to be celebrated, until 1948 when the government announced that the 3rd of November would be a day to celebrate Culture day.

Fun fact: it falls statistically on the clearest days of the year.

Therefore we have curated a trail in London that will transport you all the way over the pacific ocean and give you a Japan Culture day experience through Food, Culture and Hot Spots that we have planned out for you down below: 

Start your day off with a morning of Iconic Japanese art. The British Museum is showcasing Katsushika Hokusai’s, the famous Ukiyo-e and woodblock printer’s unpublished drawings. You may know him from his most popular prints, ‘The Great Wave of Kanagawa’. Grab yourself some tickets and experience the exceptional work of Hokusai and a chance to veer into 19th Century Japan.

This bespoke jacket is available at our pop-up store 88 Regent street, there’s only one of these so grab this while you can.

Japan’s popular festival treat and Street Food : Okonomiyaki

Only a short 4-minute walk from the British Museum you can find yourself salivating over The restaurant Abeno’s okonomiyaki restaurant where you can fashionably indulge over their popular savoury pancakes. Okonomiyaki is a street-food style dish and a festival favourite. 

credit: wiki commons

You can continue your evening with a walk through the Kyoto Gardens in Holland Park where you will be invited to the serenity of a Japanese garden accompanied by a gentle waterfall and a stone bridge to hop across.

Next stop: A scenic walk through Kyoto Gardens

The serene pond of Kyoto gardens (photo: Pollobi Ferdousi)
Resident peacock of Kyoto Garden (photo: Pollobi Ferdousi

Worry not: There’s more

If you want more, worry not, we have a bunch of suggestions down below of more places to eat, shop, and visit in London:

Get cosy with a visit to Japanese food and drink shop, The Rice Wine shop on Brewer street who not only specialise in a delicious assortment of sake and wines but continental essentials for Japanese cuisine that you will definitely want in your spice cupboards.

If you’re looking for a spot to satisfy a sweet tooth, look no further as RISE Japanese bakery and bar has a beautiful variety of Japanese Sweet and savoury bread. They specialise in serving the best Japanese bakery goods that you wouldn’t expect to find in London. 

Speaking of sweet, Tsujiri Matcha House is a compact cafe serving up an amazing spread of desserts ranging from matcha teas, icecreams and bubble tea. Everything you would want in one place. Only an 8 minute walk away you will find us at 88 Regent Street, so come find us along the trail of Japanese dessert shops and rice wine stores where we are situated near the heart of many Japanese hot spots. 

credit: @rise_bakery_bar

End the day with gratitude and a visit to our Pop-up store @ 88 Regent Street

We love culture and Art. They are the very aspects of life that mould our sensibilities and showcase our rich histories. It is important that all cultures are celebrated and championed without discrimination. If the pandemic has taught us something, it’s that Hate never prevails as community and culture REC-onnect us with the important things in life. Food, art and culture are sources of comfort, innovation and stories that root us down and lead to a more constructive future.  So no matter your background, you are rooted in the human-ness of being able to connect, construct and imagine a future with one another. In light of the past year, check out the link for resources to #StopAsianHate

We welcome you to our pop-up concept store 88 Regent Street where we can offer you onsite-customisations, a browse through our one-of-a-kind sustainable pieces or even a friendly Yoroshiku. 

There’s more: 

Did you miss our spooky post about Japanese Folklore? 

Check out our Spooky post on Japanese folklore: for Halloween

If you want more, we have a bunch of suggestions for more places to eat, shop, and visit in London in our next Blog: ‘Finding Japan In London: Community hotspots’. The blog will be coming soon. 

We believe in RE-connecting but also introducing you to new things as this helps build a cohesive society where we can enjoy things from different cultures. To rejuvenate yourself as we have more coming. 

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Spooky season with a Japanese twist:

Explore Fantastical beasts and Iconic costumes 🦇🖤🦇

We can see how important costumes, garments and physical symbolism is important in story-telling. Halloween is a special time when there is an unveiling between the spirit world and ours and why it’s the best time to feel RE-connected with our ancestors.

Halloween is a special time when there is an unveiling between the spirit world and ours and that makes it the best time to feel RE-connected with our ancestors. We can see how important costumes and physical symbolism is important in our storytelling. Culture, art, Oral myths have a way of teaching us about our stories and how clothes tell a tale and have a history of their own. Enjoy our curation of iconic Japanese folklore spirits and scroll through at your own expense. 🚨

🏳️ Significance of White – White kimonos represent Purity, innocence and the next stage of reincarnation hence why the significance of the spirits often wearing white is a juxtaposition of what white stands for.

📖 Folktales as an allegory –  The characterisation of mythical creatures are actually a maid’s tales to show how being immoral can result in you becoming a maleficent spirit or being troubled by one. 

🌾 Nature – The temperament of nature is represented through deities, see how they are used in stories to preserve respect for nature by using prankster spirits as a way of offering consequences. 

Folklore, in the end, is good fun–  folktales provide us with a cultural and historical nuance of what everyday children and people believed in.

Yurei 👻

The Yurei is a very popular yokai, a ghost that takes on the appearance of a woman with dishevelled inky black hair and dressed in the iconic paperwhite kimono, which is usually adorned on the dead when laid to rest.

Tengu 👺 

The Tengu are famous mountain deities. their garbs are worn by mountain ascetics from the Heian era. Simple, wide cotton Hakama trousers and a Robe with a red decorative mask

Ohaguro Bettari 😱

A terrifying yokai who loiters around shrines adorned with a beautiful traditional wedding kimono in pure white with a headdress concealing their face to scare young men. The kimono ensemble typically includes a trailing hem, called Kakeshita.

Jatai 👘

It is said that if you lay your obi next to you while you sleep, it would strangle men with wicked hearts as they dreamt in a fervent sleep. Obi is a belt that is secured around the mid-waist to fix the kimono closed, intact and in this case, a menace.

Did this leave you feeling thirsty for more bite-sized content on Japanese culture? 🧛

🎌 Keep an eye out for our Japan Culture day blog where we will be spilling hotspots for Japanese food, drinks and dessert places for you to visit in London to celebrate on the 3rd of November. 🍜🥐🍵

Find us: @ 88 Regent Street

Trick or treat yo’ self to our spooky scrunchies – our special pumpkin colour scrunchies make for a perfectly chilling accessory 🎃 You can find us & more at 88 Regent Street at our concept store

Not only that:

It doesn’t have to be Halloween nor do you need to be a ghost for you to be able to rock a /kimono. We have upcycled kimono outfits that you can dress up as an everyday outfit staple so come and grab our one-of-a-kind pieces or customize your own – we also offer on-site consultations. Come RE-create history in your wardrobe and RE-connect to our roots by celebrating culture by championing a future that is sustainable, maybe even with one of our vintage kimono bespoke pieces?