News Discussion

Sashiko: Embroidery Craft That Made a Hollywood Star a Fan

Sashiko (刺し子) is the traditional Japanese craft of creating geometric patterns with needle and thread on everyday fabrics. Originally a mending technique, it is now gaining recognition as a fashion statement.

Leading this revival is the "Sashiko Gals" project from Otsuchi Town, Iwate Prefecture, an area affected by the Great East Japan Earthquake. Since its launch on March 11, 2024, the group has been praised for its handcrafted sashiko sneakers and other items.

The 15 project members carefully stitch indigo-dyed and vintage fabrics onto sneakers using zigzag and straight patterns, seamlessly crossing leather, rubber, and resin.

The members are women aged 40 to 80 who live in Otsuchi and were affected by the 2011 disaster. At their biannual order-taking event, they receive sneakers from customers and add sashiko designs with meticulous care.

For Kanako Sasaki, one of the members, her sashiko journey began in the summer of 2011 at a local community center. Introduced by volunteers, she started stitching dishcloths for ¥500 JPY (about $3 USD) per piece as a side job.

Before the disaster, she worked at a seafood processing plant that was damaged by the tsunami. "I felt I needed to work, and I also wanted to do something different even if the plant was rebuilt," she recalls.

Fellow member Kaori Kurosawa joined later and enjoys the orderly rhythm of creating the patterns. "Sashiko has become a part of my daily life," she says.

The driving force behind Sashiko Gals is Arata Fujiwara, the head of Tokyo-based apparel company MOONSHOT. After the earthquake, he commissioned sashiko work from the people of Otsuchi.

In 2016, he launched the apparel brand KUON, incorporating sashiko and indigo dyeing into its designs. When sashiko-embellished jackets debuted at New York Fashion Week, the embroidery technique was thrust into the global spotlight.

However, over time, orders for Otsuchi's sashiko work declined due to fewer disaster relief events and the impact of the COVID-19 pandemic.

"My brand's sashiko items sell well, and there's strong respect for the craft from overseas," Fujiwara reflects. "I realized that with the right approach, this could become a powerful business." This realization led to the launch of a project where customers could customize their fashion items with sashiko patterns.

In December 2024, Sashiko Gals received an unexpected message via their official Instagram account from a representative of Justin Timberlake — the American actor, singer, and former member of NSYNC. The message said Timberlake was a big fan of Sashiko Gals and requested a pair of sashiko sneakers as a birthday gift.

Fujiwara's vision is taking shape, with high-profile clients, including Hong Kong actors and Japanese rock musicians, seeking out sashiko pieces.

Collaborations have expanded beyond fashion, with sashiko work adorning chair seats and sofas for The Conran Shop. Now, major brands are reaching out to explore official partnerships, and preparations are underway.

Sashiko work is physically demanding. After two hours of stitching, hands become sore, and completing a single pair of sneakers can take over a month, often breaking four needles in the process. Yet, when the members gather to work, the atmosphere is always lively and filled with laughter.

This lively atmosphere inspired the project's name. "Watching them chat and laugh over snacks between stitching sessions made me think," Fujiwara recalls. "They were like gyaru [ギャル]!"

"Gyaru," derived from the English word "gal," refers to a Japanese fashion subculture popularized in the 1990s, characterized by bold fashion choices, heavy makeup, and a rebellious attitude.

With just a needle and thread, anyone can create sashiko anywhere, anytime. Moving beyond disaster relief, the group's ultimate goal is to establish sashiko as a sustainable business and contribute to regional revitalization. As the project members aim to make sashiko a globally recognized term, that vision seems increasingly within reach.

1. 1. meticulous　細心の、綿密な；（芸術・デザインなどが）細部まで気を配った、こだわった
   The artist’s meticulous brushwork gives the painting a realistic feel.
2. 2. embroidery　刺繍（ししゅう）
   My grandmother taught me how to do embroidery when I was a child.
3. 3. take shape　（アイデア・夢などが）形になる、具体化する
   His idea for a novel is slowly taking shape.
4. 4. high-profile　注目度の高い、注目を集めている、目だった
   The high-profile event attracted celebrities from all over the world.
5. 5. reach out　（ある人や集団などに）連絡を取る、接触する、働きかける；手を差し伸べる
   The company is reaching out to new customers through social media.

1. 1. Who are the members of the "Sashiko Gals" project, and what do they do?
2. 2. Why did orders for Otsuchi’s sashiko work decline over time?
3. 3. What inspired the name "Sashiko Gals"?
4. 4. Do you think traditional crafts like sashiko should be preserved? Why or why not?
5. 5. Sashiko Gals turned a traditional craft into a business. Can you think of another traditional skill that could be used in a modern way?

「僕のブランドの刺し子のアパレルはよく売れる。海外からのリスペクトは高い。やり方を工夫すれば力のある事業に化ける」。そう着想して始めたのが、私物のファッションアイテムなどに刺し子を施し、カスタマイズするこのプロジェクトだった。

昨年12月、SASHIKO GALSの公式インスタグラムに一通の連絡が届いた。送り主は、アメリカの俳優・ミュージシャンで、2000年前後に人気を博したポップアイドルグループ「イン・シンク」のメンバーとして知られるジャスティン・ティンバーレイクさんの関係者。「彼がSASHIKO GALSのビッグファンだ」。誕生日プレゼントに刺し子スニーカーをという注文だった。

藤原さんの狙い通り、香港の映画俳優や、日本のロックミュージシャンなど、高感度な層が刺し子を求めて連絡してくる。家具のセレクトショップ「ザ・コンランショップ」との仕事では、いすの座面やソファなどに刺し子をした。現在は、人気ブランドから公式な協業をと声がかかり、準備中だという。

スニーカーに針と糸で模様をつけ、2時間を超すと、手はくたくたになる。針を4本だめにするほどの力仕事で、一足仕上げるのに1カ月はかかる。それでもメンバーが集まって作業すれば、いつもわいわい、楽しそうだという。

その様子がプロジェクト名のヒントになった。「針仕事の合間におやつを囲んでわいわい話すのを見て、『これ、ギャルなのでは』と思ったんです」（藤原さん）

針と糸さえあれば、いつでもどこでも、誰でもできる。復興支援の文脈を離れて、いずれはビジネスとして成立させて、「地方の産業創出にもつなげていきたい」。日本の刺し子が世界のSASHIKOとして広がれば、それは現実となりそうだ。