CommonStyle Co., Ltd.
[The younger generation is moving away from kimono! ? ] I asked people in their 20s to 40s what they usually wear in kimono
Nearly 60% of respondents answered that while inheriting tradition and culture to some extent, new ideas should be incorporated into kimono.
CommonStyle Co., Ltd. (Headquarters: Yodogawa-ku, Osaka,
Representative Director: Mitsuo Imai) conducted a survey on men and women in their 20s to 40s nationwide about “moving away from kimono”. “Kimono”, which is a traditional Japanese folk costume, is attractive because it has a different atmosphere from Western clothes.
Many people wear kimonos for ceremonial occasions and events. In particular, in 2022, when restrictions on movement due to infection control measures against the new coronavirus are being eased, there will be people who have not worn a yukata for the first time in a while, and new adults who are looking forward to participating in the coming-of-age ceremony in furisode. There will be some people. On the other hand, the hurdles for kimonos may be higher because they cannot be easily put on and taken off and washed like western clothes. In fact, it is possible that the opportunities to wear kimonos are steadily decreasing among people in their 20s to 40s.
In the future, will Japanese society accelerate the shift away from kimono? Therefore, this time, CommonStyle Co., Ltd.
(https://commonstyle.net/), which develops and sells “Hybrid Yukata SOURA”, which can be easily put on and taken off with a “no need to put on” zipper, and can be worn casually in any season, has released 20 yukatas nationwide. We conducted a survey on men and women in their 40s to 40s about “moving away from kimono”.
Let’s think about how to pass on the beautiful kimono culture of Japan to the next generation, and how to overcome the current situation of “moving away from kimono”.
[Percentage of people who usually wear kimono] The younger generation has a higher percentage of those who do not wear kimono at all except for ceremonies.
First of all, I would like to ask about the wearing situation of everyday kimono by age.
When asked, “Do you usually wear a kimono (excluding yukata)?” [20s] “I don’t wear it except for special ceremonies (ceremonial occasions, etc.) (51.9%)” “I have never worn a kimono (30.6%)” [30s] “I don’t wear it except for special ceremonies (ceremonial occasions, etc.) (49.2%)” “I have never worn a kimono (39.6%)” [40s] “I don’t wear it except for special ceremonies (ceremonial occasions, etc.) (45.2%)” “I have never worn a kimono (44.7%)” It seems that many people in their 20s to 40s don’t wear kimono except for special ceremonies such as ceremonial occasions.
It can be said that the mainstream perception among the younger generation is that kimonos are not casual wear.
So what is the reason why people in their 20s to 40s don’t wear kimonos on a regular basis?
Therefore, when asked, “Why don’t you usually wear a kimono (multiple answers allowed)?” It takes a long time (37.3%)” and “Difficulty moving/walking (33.5%)”.
Many people don’t usually wear kimono because they don’t know how to wear it. In addition, the time it takes to dress and the difficulty of movement when wearing it were also cited as reasons for not wearing a kimono. If you want to change your clothes immediately and go out, or if you want to be active, you may be more likely to avoid wearing a kimono compared to Western clothes.
[Kimono is good at times like this! ] Situations where you want to wear a kimono and the ideal kimono
We found that many people in their 20s to 40s don’t wear kimonos except for special ceremonies.
Also, not knowing how to wear a kimono seems to be a major reason for not wearing a kimono.
Kimono has a strong image of a festive or formal wear, but in what situations do people in their 20s to 40s actually want to wear a kimono?
Therefore, when asked, “If you were to wear a kimono, in what kind of situation would you like to wear it? (multiple answers allowed),” the most common answer was “ceremonial occasions (47.8%).” This was followed by “seasonal events (first visit to a shrine, festivals, etc.) (43.3%)” and “children’s entrance ceremony (entrance
ceremony)/graduation ceremony (graduation ceremony) (21.4%)”. Among various situations, it seems that many people want to wear a kimono for “ceremonial occasions”.
In addition, events such as seasonal events, children’s entrance ceremonies, and graduation ceremonies were also supported as situations that make you want to wear kimono.
It may be said that kimono is rooted in people’s lives as clothing with a special meaning.
Then, if it is the situation seen in the previous answer, will more people wear kimono?
Next, when asked, “Do you think you will definitely wear a kimono if such a situation arises in the future?” I don’t think so (36.8%),” followed by “I definitely think I’ll wear it (14.0%).”
In situations where they want to wear a kimono, nearly half of them seem to think that they “may” wear a kimono.
On the other hand, there are quite a few people who answered, “I don’t think I’ll wear it,” so it’s not necessarily true that the situation is the trigger to wear a kimono.
So, what kind of kimono do people in their 20s to 40s definitely want to wear? [Image 4
Therefore, when asked, “What kind of kimono do you think you will definitely wear in the future? (multiple answers allowed),” the most common answer was “easy to put on and take off (49.3%),” followed by “The price is cheap (44.3%)” and “No dressing required (42.5%)” continued.
It seems that many people think that if it is a kimono that is easy to put on and take off, they will surely wear it in the future. In addition, it can be said that it is important to have elements that you can easily try, such as the price is cheap and you do not need to wear a kimono.
If we can design kimonos that are easy for everyone to wear, the desire to wear kimonos will naturally increase.
[because it’s a casual kimono? ] There are more opportunities to wear yukata than kimono
According to the survey so far, many people want to wear a kimono during ceremonial occasions.
Also, while such a situation can be an opportunity to wear a kimono, it seems that there are many people who feel that they will not wear it.
Then, what about the wearing situation of yukata, which is a traditional Japanese costume like kimono?
So, when I asked, “Do you have more opportunities to wear yukata than kimono?” The results for each age group from 20s to 40s are as follows. [20s] “No change (about the same as kimono) (31.8%)” “Slightly more (24.2%)” “I have never worn a yukata (18.2%)”
[30s] “No change (about the same as kimono) (35.1%)” “I have never worn a yukata (20.5%)” “Slightly more (19.1%)”
[40s] “No change (about the same as kimono) (27.6%)” “I have never worn a yukata (27.1%)” “Very little (21.4%)”
It seems that many people in their 20s to 40s wear a yukata as often as they wear a kimono.
On the other hand, people in their 20s and 30s tend to wear yukata a little more often.
Younger generations may have an image that yukata is still easier to wear than kimono.
Here, we asked specifically why people wear yukata more often than kimono. ■Yukata is easier to wear than kimono! ?
・Because it is easier to wear and cheaper than kimono (20s/female/student) ・Because I wear it at fireworks displays and festivals (30s/male/office worker) ・When you go on a trip, there are cute things at the inn
・Yukata is easier to put on and can be worn casually (40s/female/housewife) It seems that there are more opportunities to wear yukata than kimono because of the ease of dressing and the low price.
We also received many requests to wear yukata when going to fireworks displays, summer festivals, or staying at inns.
It can be said that the yukata is accepted by the younger generation as a casual kimono.
[Tradition and culture of kimono] While protecting the good points, we should change the tradition and culture according to the times! ? It turns out that there are generations in their 20s to 40s who have as many opportunities to wear yukata as kimono.
Yukata is easier to put on than kimono, and it is thought that you will be blessed with opportunities to wear it at events and trips. So, if we want more people to wear kimono, should we change our traditions and culture?
So, when I asked, “Do you think we should change the tradition and culture of kimono in the future?” I think (58.5%)” was the most common answer, followed by “I think we should continue to pass on the traditions and culture of the past (30.9%)”.
Nearly 60% of people seem to think that while inheriting the tradition and culture of kimono to some extent, we should also incorporate new ideas.
Also, there were a certain number of people who thought that the tradition and culture of kimono should be inherited in the future. When thinking about the future of kimono, the inheritance of tradition and culture is an important point.
Here, we asked in detail what people in their 20s to 40s think about the future tradition and culture of kimono.
■While inheriting the tradition and culture of kimono, innovation is also necessary! ?
“I think we should incorporate new ideas while inheriting tradition and culture to some extent.”
・Because I think that tradition changes with the times (20s/female/student) ・Because I don’t think young people will accept me if I don’t incorporate new things (30s/female/office worker)
“I think we should continue to pass on the traditions and culture of the past.” ・Because I think we should preserve the wonderful traditions of the past (20s/female/office worker)
・Because it is unique to Japan and has elegance and beauty, I think it is an important culture (30s/female/office worker)
While there was an opinion that it was necessary to incorporate new ideas to keep up with the times, there was also an opinion that kimono should be cherished as a unique culture of Japan.
While inheriting the tradition, creating a kimono culture from a new perspective may lead to the preservation of kimono.
[There is also coordination with clothes! ] Kimono arrangement techniques you want to try!
In the future, it will be important to inherit the tradition and culture of kimono, and to incorporate new ideas.
Finally, we asked about the fashion of kimono, “I want to coordinate and arrange like this!”
■ How about an arrangement that combines fashion trends and kimonos? ・ I want to put out a lace high neck from the collar (20s / female / office worker)
・ I want to wear a hoodie or sweatshirt over the winter (20s/female/housewife) ・I want to match it with a see-through innerwear and a frilled obi for a modern look (20s/female/office worker)
・ I want to match it with sneakers or combine it with a casual haori (20s / female / office worker)
Various ideas were collected, such as matching a haori or top with a kimono, or using trendy clothes as an inner layer.
Coordination that combines kimono and clothes may lower the threshold of kimono. Why don’t you enjoy the opportunity to wear a kimono by adding your own arrangement or choosing a kimono that is easy to wear?
[Summary] While people are moving away from kimonos, there are many people who want to wear kimonos that are easy to wear, including arrangements!
In this survey, we were able to see in detail how many people in their 20s to 40s usually wear kimonos.
In particular, the younger generation has few opportunities to wear kimono because they do not know how to wear it and it takes time, and it can be said that the number of people leaving kimono is
However, depending on the situation, there are times when you want to wear a kimono.
On the other hand, it turned out that there are more opportunities to wear yukata than kimono because it can be worn casually in terms of price and how to wear it.
Kimono is a tradition and culture that symbolizes Japan, but in the future, it will be important to inherit it while incorporating new ideas that are not bound by stereotypes.
Easy to put on and take off with a “no need to put on” zipper! “Hybrid Yukata SOURA”
“Hybrid Yukata SOURA”, developed and sold by CommonStyle Co., Ltd. (https://commonstyle.net/), which operates a kimono dressing class in Kansai, has a thorough knowledge of the appeal of kimono, This product was created through repeated research by a kimono instructor and staff who have experience in kimono retail sales and wholesale, in order to make it possible for people to feel the charm of kimono in a casual manner.
[Five features of hybrid yukata SOURA]
Soft stretch cardboard knits and linen-like fabrics, etc., are used as materials for the “hybrid yukata”.
Corrugated cardboard knit is a stretch material made by joining two pieces of fabric together, and is made with a cross-sectional structure similar to that of cardboard.
02. Easy attachment/detachment
Easy to put on and take off with a zipper (patent pending)
The “Hybrid Yukata” was designed by a professional kimono instructor with the theme of “easily beautiful, easy and quick to wear”. Simply fasten the zipper in two places and you can wear it easily and beautifully.
Finally, just wrap the obi belt that does not require obi ties to make it look beautiful.
Washable at home
“Hybrid Yukata” is easy to care for.
You can wash it in your home washing machine without having to send it to the dry cleaners.
04. Made in Japan
Reliable MADE IN JAPAN
The “Hybrid Yukata SOURA Series” is all made in Japan.
05. Free to wear
You can enjoy wearing it in various ways.
“Hybrid yukata” can be worn over other clothes such as hoodies and high necks to create a mix of Japanese and Western styles.
You can also transform it into a kimono by wearing it over a nagusan undergarment! Taking advantage of the characteristics of kimono, we created a gender-free design that anyone can wear.
[About hybrid yukata]
Just put the hybrid yukata on top of your clothes and fasten it in two places! Wrap the obi belt and you’re done!
[Usage scene of hybrid yukata]
The hybrid yukata has a wider range of coordination with the combination of woven fabric and obi, and can be worn for everyday wear and for New Year’s events.
Survey overview: Survey on “moving away from kimono”
[Survey period] November 4, 2022 (Friday) to November 5, 2022 (Saturday) [Survey method] Internet survey
[Number of people surveyed] 1,056 people (330 in their 20s, 361 in their 30s, 365 in their 40s)
[Survey target] Men and women in their 20s to 40s nationwide [Monitor provider] General Research
■CommonStyle Co., Ltd.: https://commonstyle.net/
■ Contact: https://commonstyle.shop-pro.jp/secure/?mode=inq&shop_back_url=https%3A%2F%2Fcommonstyle.net%2F&shop_id=PA01476104
Details about this release: