Publication Commemoration Event “The Story of Itoshiro Clothing Store: A Small Business Unearthing Local Treasures” is now on sale. It tells the story of a woman who moved to Itoshiro, Gifu Prefecture, and created beautiful traditional clothing.

[Publication Commemoration Event] “The Story of Itoshiro Clothing Store: A Small Business Unearthing Local Treasures” Released: The Entrepreneurial Story of a Woman Who Moved to Itoshiro Village in Gifu Prefecture and Created Beautiful Clothing That Carries Traditional Traditions ​
Fujinnotomo Co., Ltd. Press Release: September 4, 2025 [Publication Commemoration Event] “The Story of Itoshiro Clothing Store: A Small Business Unearthing Local Treasures” is now on sale. It tells the entrepreneurial story of a woman who moved to the Itoshiro village in Gifu Prefecture and created beautiful clothing that preserves traditional traditions. Fujinnotomosha Co., Ltd. (Headquarters: Toshima-ku, Tokyo; Representative Director: Nobuo Iriya) will release “The Story of Itoshiro Clothing Store: A Small Business Unearthing Local Treasures” by Kaori Hirano on Friday, September 26, 2025. To coincide with this, a publication commemorative event (available online) will be held on Thursday, September 25.
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On the border between Gifu and Fukui prefectures, across mountains, lies the Itoshiro settlement, which dates back to the Jomon period. The author, Kaori Hirano of Itoshiro Clothing Store, moved to the area and is reviving the ancient work clothes passed down through the generations with a modern sensibility. She creates clothes using straight-cut fabric dyed with indigo and local plants she grows herself. This is the entrepreneurial story of a woman who fell in love with the nature, lifestyle, and people of Itoshiro, and who continues to create beautiful clothes while carrying on traditions and living a carefree, radiant life. ■ Order this book and receive a special “Itoshiro Clothing Store Original Card”! The first 500 people to purchase (including pre-orders) from Fujinnotomosha or Amazon! *Giveaway ends when stock runs out.
https://prcdn.freetls.fastly.net/release_image/122533/20/122533-20-d51b69ee6d4e0778f52fc8effb1d2469-1102×1652.jpg Recommended by Mayu Tsuruta! Make up your mind and create a vision, While sometimes complaining, The strong figure of Kaori-san, steadily moving forward, gave me energy. Actor Mayu Tsuruta
https://prcdn.freetls.fastly.net/release_image/122533/20/122533-20-f14438c5425cf3c353e62d321ee84d1b-1102×735.jpg ■Publication Commemorative Talk Session Author Kaori Hirano (Owner of Itoshiro Clothing Store) will talk extensively about the creation of the book, episodes that didn’t make it into the book, and the past and future of Itoshiro Clothing Store. Prior to the talk, an exhibition and sale of Itoshiro Clothing Store’s clothing will be held at the cafeteria of Jiyu Gakuen Myonichikan, a nationally designated Important Cultural Property. After the event, there will be a mini social gathering with coffee, tea, and small baked goods. Dates, Times, and Schedule: Thursday, September 25, 2025, 6:45 PM – 8:45 PM 16:30～ Itoshiro Clothing Store Exhibition and Sales Event @
Myonichikan Cafeteria 18:15～ Registration begins (Online streaming: Entry begins) 6:45 PM – Lecture begins @ Myonichikan Hall 8:05 PM Lecture ends (online streaming ends) – Move to the cafeteria 20:15 ~ Mini social gathering begins (tea or coffee & cookies at Myonichikan) 20:45 End Participation Fee: Please choose from the following 1. In-person participation (maximum 50 people) = ¥3,900 (tax and shipping included) Includes a signed copy of “The Story of Itoshiro Clothing Store” (list price ¥1,870) (the book will be handed out at the venue on the day). *There will be an exhibition and sales event and a small social gathering (with tea and baked goods) before and after the lecture. *Please provide the name you used when registering at the reception desk. 2. Online participation (Zoom) = ¥2,900 (tax and shipping included) Includes a book, “The Story of Itoshiro Clothing Store” (list price ¥1,870) *For those who register by Tuesday, September 16th, we aim to send the book by the day of the event (please note that delivery may be delayed due to postal conditions). After that, items will be shipped in order. 3. Online participation (Zoom) = ¥1,800 (tax included) ticket only *Those who attended 2 or 3 can watch the missed video. (Approximately one week after the event and for one month) ・Application Method (Application Deadline: Thursday, September 24, 2025, 12:00 PM) From Peatix Event Inquiries ◆Inquiries event@fujinnotomo.co.jp TEL: 03-3971-0101 ◆Sponsor: Fujinotomosha

https://prcdn.freetls.fastly.net/release_image/122533/20/122533-20-f665ec75525b57d900f8793a1d98bea1-1102×1178.jpg Author introduction Hirano Kaori Owner of Itoshiro Clothing Store. After graduating from the Faculty of Policy Management at Keio University, she worked for a PR company. Drawn to the community development of her hometown, Gifu, she returned home and, after getting married, moved to Itoshiro in 2011. She opened Itoshiro Clothing Store in 2012. She works while raising her four children in the midst of nature.
https://prcdn.freetls.fastly.net/release_image/122533/20/122533-20-d730c89087831ca5d58701f94d9f9595-1102×826.jpg About Ishitoshiro Clothes Store Itoshiro Clothing Store reproduces traditional work clothes (tatsuke) that have been passed down since the Jomon period in the Itoshiro district, a small village in Okumino, Gifu Prefecture, and creates clothing with designs suited to modern lifestyles. They harvest local plants, use natural dyes and indigo dyes, and create clothing that utilizes natural materials. In recognition of their efforts to revitalize the region through manufacturing, they won the runner-up prize in the 12th Regional Revitalization Awards, sponsored by Kyodo News and others, in 2022. Itoshiro Clothing Store was selected for “MINGEI: ART WITHOUT HEROS,” the largest UK exhibition dedicated to Japanese folk art, currently being held in London, and is being introduced as an “eco-conscious brand” symbolizing modern folk art. In mid-October, we will open “Sukeshichi,” a rental inn where you can experience the lifestyle, history, and culture of Itoshiro.
Book information
https://prcdn.freetls.fastly.net/release_image/122533/20/122533-20-71c1f779a7d916c1e3dae6c1a4b9b09c-479×711.jpg Title: The Story of Itoshiro Clothing Store A Small Business Unearthing the Treasures of Tradition Author: Hirano Kaori Price: 1,870 yen (tax included) Size: 46-size Number of pages: 280 ISBN: 978-4-8292-1102-1 Release date: Friday, September 26, 2025 Click here for book details ■From the Table of Contents Welcome to Itoshiro Village, where we live Chapter 1: I want to live in Itoshiro! Chapter 2: Encountering “Tatsuke” Chapter 3: Plant Dyeing and Shop
Construction Chapter 4: Trying Indigo Dyeing Chapter 5: Establishing a Corporation Chapter 6: Manufacturing at Itoshiro Clothing Store Chapter 7: Creating and Spreading Chapter 8 Our Future, etc. ■Inquiries regarding books and interviews Fujinnotomosha Co., Ltd. 2-20-16 Nishi-Ikebukuro, Toshima-ku, Tokyo 171-8510 TEL: 03-3971-0104 FAX: 03-3982-8958 Editor: Suga Publicity: Sannomiya Homepage: https://www.fujinnotomo.co.jp/