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Wanonuno's New HAPPI Collection

In a heartfelt tribute to its rich heritage, Wanonuno—a brand born from 75 years of craftsmanship in Asakusa—has recently released a captivating new PR video that celebrates the essence of traditional festival attire, known as HAPPI. The video intertwines the theme of 'Festival x HAPPI' and showcases the artistry and depth of meaning behind this iconic clothing.

Created by DANA Co., Ltd., under the leadership of director Yoko Onishi, Wanonuno aims to revive the spirit of the Ohnishi Flag Shop, a beloved dyeing business that closed its doors this year. This new venture not only carries forward a legacy but also presents a modern interpretation of traditional Japanese fabrics—transforming them into stylish, everyday items.

The New PR Video

The recent release, produced as a three-part story, captures the vibrant atmosphere of the Yasak Inari Shrine’s annual festival held in Taito Ward in June. The video features festival participants clad in carefully crafted HAPPI jackets, representing not just clothing, but the heart and soul of the community and its rituals.

Wanonuno passionately explores the dynamic role HAPPI plays during festivals—its historical significance, and symbolism that connects people through tradition. The brand seeks to redefine how these traditional garments can be incorporated into contemporary lifestyles, emphasizing comfort, accessibility, and identity.

Revitalizing Traditional Fabrics

At Wanonuno, the goal is to present Japan's traditional fabric crafts—like HAPPI, tenugui (hand towels), furoshiki (wrapping cloths), and more—in a way that resonates with modern consumers. The team relies on skilled artisans to create each piece, ensuring that the quality and tradition are maintained while making them suitable for today's everyday use. They create unique items with attention to detail, blending Japanese culture into stylish and functional designs.

One standout piece, the HAPPI COAT, is a modern twist on the classic HAPPI garment, crafted from the innovative Seol Alpha fabric. This material is known for its soft resilience, drape, and striking texture—a contrast to the conventional cotton used in traditional HAPPI. The coat sports a breathable striped texture reminiscent of historical garments, redesigned with a longer cut to offer versatility in styling, including practical pockets and chic detailing.

A Connection to the Past

The name HAPPI itself carries powerful connotations and evokes memories of festivals and community spirit. Wanonuno's creative journey draws deep inspiration from the founder's family archives and the history of Edomae (Edo-style) textiles. The designs frequently reference elements from traditional Japanese aesthetics, allowing wearers to connect with the past while engaging in modern life.

In promoting this sense of heritage, Wanonuno hopes to foster a continuous appreciation for traditional Japanese craftsmanship and its role in contemporary society. Their mission extends beyond merely selling products; they aspire to cultivate a lifestyle enriched by the beauty of design and history, reflecting upon the teachings of their ancestors.

Future Endeavors

Moving forward, Wanonuno plans to further expand its product range with innovative items that cater to contemporary needs while upholding traditional craftsmanship values. The brand's vision includes introducing new products like the 'Mega TENUGUI' and 'TENUGUI handkerchiefs' that reinterpret everyday fabric items in unexpected yet functional ways.

Through creative partnerships and collaborations, Wanonuno aims to cultivate a deeper connection with both local and international audiences, advocating a broader understanding and appreciation of Japanese textile culture. Their upcoming pop-up events and expanded online presence will bring their unique offering closer to a diverse audience eager to experience this heritage firsthand.

As Wanonuno embarks on this exciting journey of rediscovery and reinvention, they invite everyone to join them in celebrating the art of Japanese textiles, infusing everyday life with history and beauty.

For more information about Wanonuno and its products, visit their official website or check out their online store.