About

Lovingly crafted in London

4649.REC is an upcycling collection from the playful Japanese street wear brand Yoroshiku 4649.
All the items here are unique and exclusive one-off pieces you will not find elsewhere.

4649.REC is a sustainable brand focusing on REcycling vintage family kimonos into modern streetwear.

During lockdown, founder/designer Yumi began re-purposing kimonos passed down in her family for generations. With the undoing of every stitch, and each video call with her mother in Japan showing the design progress, she felt herself turning back the clock and strengthening ties to her family and heritage.

Kimonos are garments of special occasion each carrying cultural significance in Japan. Just like the family histories behind each kimono garment, each piece is unique and precious.

In Japanese, 4649 (pronounced ‘Yo ro shi ku’) means “Nice to meet you”. Just like the brand name suggests, 4649.REC exists to REConnect the stories in each kimono fabric through every piece, making you a part of their story.

4649.REC gives back a percentage of proceeds to the mental health charity Mind.

W&B Blog feature
BLOG FEATURE

Upcycling My Mother’s Kimono

Read the story behind the brand featured on Wolf & Badger magazine online here.

Yumi retro photos

What’s the story?

The reclaimed fabrics used here are all very personal to the designer/founder Yumi; the vintage kimono fabrics have been passed down in her family for generations, while fragments from 4649’s previous collections are entirely produced in UK by family-run businesses she’s had personal connections with.

“We want to make sure these precious pieces are passed on to people who feel a special connection with them in person – we hope you feel a special connection with it as much as we do”

Wrapped with love

To extend our commitment to sustainability, our hang tag and packaging are made out of upcycled materials too.

You will receive your items wrapped in recycled Tatoushi (vintage Kimono wrapping paper) or surplus paper/fabric made out of excess materials from our products.

#UpcyclingKi

When it comes to sustainability, it’s important to regenerate our personal sources of energy. We Japanese call it ‘Ki(気)’, the Chinese call it “Qi”, some call it “Prana”and you might simply call it ‘Energy’ – whatever word they use, we want to help people find and engage with your energy through creativity and connections with others. We emphasise creativity and mindfulness with our products, services and especially with workshops – strive not only to upcycle clothes, but also to upcycle our energies, our Ki.

Find out more about our services and workshops here.

Our Sustainability Goals

There are 17 sustainable development goals (SDGs) to transform our world set by the United Nations – here’s our focuses:

GOAL 3: Good Health and Well-being

GOAL 12: Responsible Consumption and Production

GOAL 17: Partnerships to achieve the Goal

We Stand For


Sincerity

Sincere to our roots and craft

Harmony

Harmonious with all the people

Respect

Respectful to culture and planet


We are committed to bridging the people and cultures together, one clothing at a time.

What’s the 4649?

Yoroshiku 4649 was founded by Japanese visual designer Yumi in 2011. Her love of hip hop and quirky Manga culture has attracted attention from the lovers of both subcultures worldwide. Keen-eyed observers will see the “Yoroshiku” message hidden in many places throughout our collection – and that message is all about togetherness. As the brand name suggests, we love saying ‘Nice to meet you’ and connecting with people around the world.

Say #Yoroshiku

“Just like our beloved hip hop music has been sampling the classic beats over and over again, we RECycle pre-loved fabrics to be loved over and over again.”