Fafuri Co., Ltd. New values ​​born from the coming-of-age ceremony, taking an animal-friendly step with t he eco-fur shawl

[Fafuri Co., Ltd.] 《New values ​​born from the coming-of-age ceremony, taking an animal-friendly step with the eco-fur shawl》 ​
Fafuri Co., Ltd. Press release: September 27, 2024 《New values ​​born from the coming-of-age ceremony, take an animal-friendly step with an eco-fur shawl》 Fafuri Co., Ltd. starts selling eco-fur shawls made in Japan
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Fafuri Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, Representative Director: Kyoko Maruyama) will officially launch a new brand “Fafuri” on September 24, 2024, which proclaims “fur-free furisode”. We have started offering Japanese-made shawls made from pile eco-fur, and at the same time, we have also opened our official website. “Fafuri” proposes new values ​​that take animal welfare into consideration to the next generation of leaders who are about to celebrate their coming-of-age ceremony through the eco-fur shawl, allowing them to make animal-friendly choices while also making their special day more colorful. We will deliver the shawl. For brand details and product information, please visit the official website. Fafuri official website ​ Background of the birth of the brand The idea behind the birth of this product is the brand “Fafuri,” which was jointly launched by a mother and daughter. Fur-free shawl needs It all started when my daughter was looking for a shawl to go with her long-sleeved kimono as she was about to celebrate her coming-of-age ceremony. While he was attracted to traditional fox fur, he was deeply conflicted by the reality that it sacrificed the lives of animals. Sympathizing with her daughter’s thoughts, her mother shared her concerns with her mom friends, and received many sympathetic comments such as “I want a shawl that doesn’t use fur and has the dignity to be worn as a long-sleeved kimono.” As we continued to conduct further market research, it became clear that there was a growing need for “products that do not sacrifice animals,” so we decided to develop an elegant and sustainable shawl using eco-fur and launch the brand “Fafuri.” It led to the rise. Fusion of furisode and animal welfare – new values ​​proposed by Fafuri Through this process, we began to open our eyes to the reality of animals that are turned into fur. As the investigation progressed, it became clear that animals were kept in small, harsh conditions and processed into fur using cruel methods. I was shocked by the seriousness of this reality and couldn’t help but feel the weight of the lives sacrificed behind the scenes of fashion. In order to learn more about the current situation, we visited an animal welfare expert and learned that in addition to the importance of fur-free living, there is also a problem that Japan is lagging behind in animal welfare. I learned that there are major social issues that need to be addressed. From this experience and learning, the concept of Fafuri was established to propose a “fur-free and animal welfare-friendly lifestyle” through eco-fur shawls. Through Fafuri, we hope to create a future where people can feel kindness towards life and the environment while valuing the traditional Japanese beauty of furisode.
https://prcdn.freetls.fastly.net/release_image/147674/8/147674-8-68732c70287b478fd54f7f2ddba6bb26-1000×1654.jpg About the product Balancing luxury and functionality Fafuri’s shawl uses eco-fur to recreate the luxurious texture of real fur while adding gorgeous color to the long-sleeved kimono for coming-of-age ceremonies. Japanese eco-fur is woven using the “Takanoguchi pile” technique used by top maisons around the world, and has a soft, delicate feel and a beautiful luster that changes depending on the angle of light. This is a high-quality item that combines luxury and environmental friendliness. Heat retention comparable to real fur Eco-fur has the same high heat retention properties as natural fur, and will keep you warm even in cold weather. It is resistant to moisture, so it can be used comfortably even in Japan’s climate, where there is a huge difference in temperature. Design and color The shawl design combines practicality and beauty to complement your
long-sleeved kimono. We have adopted a slightly shorter design to show off your favorite obi or obi clasp, and have faithfully reproduced the fluffy and voluminous feel of a fur shawl by making many prototypes. The balance with the long-sleeved kimono is beautiful, giving a gorgeous yet elegant impression. In addition, by utilizing Ecofur’s unique dyeing technology, it is available in four colors: white, salmon pink, greige, and dark gray, so it can be used not only for coming-of-age ceremonies, but also for parties and everyday use, from young ladies to grandmothers. You can enjoy it
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https://prcdn.freetls.fastly.net/release_image/147674/8/147674-8-2117cbca7852466e1e9394b900323c6b-1801×2700.jpg The products are now on sale on the official website. As a
cross-border e-commerce site with overseas expansion in mind, we have a system in place to deliver to people in more countries.
https://www.fafuri.com/ Eco fur shawl white ¥23,100 Eco fur shawl salmon pink ¥24,200 Eco Fur Shawl Greige ￥24,200 Eco fur shawl dark gray ¥24,200 Tax included, shipping included (excluding Hokkaido, Kyushu, and remote islands) Future prospects In the future, we plan to increase opportunities for customers to directly pick up our products through partnerships with kimono retailers and department stores. Furthermore, we will expand our product lineup to include casual and stylish items that can be used on a daily basis, and can be used in a wide range of situations. We will also donate a portion of the proceeds to animal protection organizations. Person in charge comment
https://prcdn.freetls.fastly.net/release_image/147674/8/147674-8-bd99cb6d1891382ccd3d5ac04b7cbc5b-1801×2700.jpg Fafuri Co., Ltd. Rana Maruyama I feel that there are many challenges in promoting animal welfare in Japan’s limited land. However, we believe that if we, who will be responsible for the next generation, understand and spread the meaning of the words “fur-free” and “animal welfare,” we will be able to take an important step in protecting animals. has put that feeling into a single shawl. We sincerely hope that Fafuri’s shawls will be accepted by many people as a symbol of this kind of awareness.