#Japan #Tokyo #Organic Cotton #PRISTINE #Vitalite House

PRISTINE and Vitalite House Collaboration

On July 14, 2023, PRISTINE, a sustainable lifestyle brand that focuses on organic cotton, launched a new maternity dress in collaboration with Vitalite House, a specialized pre-and postnatal care facility located in Musashi-Kosugi, Tokyo. This innovative Kashukoor nightgown offers both comfort for new mothers and elegance, ensuring a chic yet practical choice during and after pregnancy.

The Collaboration's Background

Vitalite House is dedicated to providing a nurturing environment for new mothers, emphasizing sensory-rich living experiences. With 24-hour midwifery support and an array of wellness services like body care and aesthetics, it has become a space where mothers and their babies can safely transition into motherhood. The facility has been using PRISTINE's newborn clothing and gauze pajamas as part of its in-house attire. Motivated by a desire to extend the quality and comfort of PRISTINE's offerings to maternity apparel, Vitalite House reached out to Avanti, PRISTINE's parent company, leading to this delightful collaboration.

Design Details of the Dress

This exquisite seven-sleeved Kashukoor dress is crafted from 100% organic cotton, priced at ¥24,200. The unique design emphasizes not only aesthetics but also functionality for nursing mothers. The snap buttons at the chest facilitate easy breastfeeding access while ensuring an elegant look. The dress's cut is intentionally spacious to accommodate the physical comfort needed postpartum, allowing for lounging and relaxation during recovery.

In crafting this dress, PRISTINE prioritized the use of un-dyed organic cotton, specifically utilizing the fabric's smooth outer side on the inside to enhance the wearer's comfort. Moreover, a gauze material is incorporated into the deep back support to manage perspiration — a common concern for mothers during this period.

To convey a heartfelt message to mothers, the brand tag is printed rather than stitched, featuring the phrase: “Happiness for All Moms” in English. This sentiment reflects the brand's mission to encourage self-care during a time when many mothers tend to neglect their own needs.

Commitment to Sustainability

PRISTINE was launched in 1996 by Avanti with a guiding principle of creating comfortable, sustainable everyday products. Every aspect, from thread to final product, is developed in-house and manufactured in Japan, utilizing environmentally friendly organic cotton and natural materials that decompose back into the earth. The brand is committed to ethical manufacturing processes, ensuring that human rights and ecological concerns are prioritized. PRISTINE has also received a CARE certification, a third-party ESG verification.

The combination of thoughtful design and high-quality materials positions PRISTINE’s new maternity dress as not only a stylish choice for mothers but also a testament to sustainable fashion. Available exclusively at PRISTINE's online shop, this remarkable dress allows mothers to embrace both their personal style and the importance of comfortable, practical attire during the exciting yet challenging transition into parenthood.

Visit PRISTINE's official website to explore their collection and experience the harmony of comfort and style for yourself: PRISTINE Official Site.