A Small Business Story Unveiled: The Tale of Itoshiro Clothing Store

The Story of Itoshiro Clothing Store and Community

In a small village that dates back to the Jomon period, Itoshiro Clothing Store has woven the narratives of local life and craftsmanship into a rich tapestry of community engagement. Established by Kaori Hirano in Gujo City, Gifu Prefecture, this unique store has just announced the publication of a new book titled "The Story of Itoshiro Clothing Store: Uncovering Local Treasures through Small Business," set to be released on September 26, 2025.

This book is a culmination of essays that were serialized by Fujin no Tomo Publishing over the span of a year, portraying the heart and soul of Itoshiro's craftsmanship. It emphasizes the importance of local production in a world that often overlooks the value of handcrafted goods. The pages are filled with insights into Hirano's inspiration, the interplay between the store's offerings and the natural beauty of the surrounding environment, and evocative discussions about indigo dyeing and natural fabrics that bring life to the creations.

A Deep Dive into Itoshiro's Craftsmanship

The publication adds layers to the original story by including Hirano's personal reflections prior to the store’s establishment, offering readers an intimate lens through which to view the evolution of Itoshiro Clothing Store. One chapter devoted to the beloved "Tatsuke", a focal piece of their collection, is particularly noteworthy. This chapter stands as a testament to the store's dedication to preserving cultural heritage while adapting it to contemporary life.

The story is not just about fabric and thread; it's a narrative that explores how intimate relationships with nature inform the store's approach to business. By honing in on the traditional crafts of their ancestors and combining them with modern styles, Itoshiro Clothing Store champions a form of entrepreneurship that reverberates with integrity and sustainability.

Join Us for a Special Book Release Event

To celebrate the book release, Itoshiro Clothing Store will host a series of events aimed at sharing the store's story and furthering dialogues about art, culture, and community engagement. The first event will take place in Tokyo on September 25, 2025, at Jiyu Gakuen Myoukan Hall, a historic venue showcasing the richness of Japan’s architecture. Attendees will have the opportunity to hear about the creative journey behind the book and personal anecdotes from Hirano, along with a small exhibition featuring the store's unique offerings.

- Date: September 25, 2025
- Time: 16:30 Exhibition, 18:45 Talk
- Location: Jiyu Gakuen Myoukan Hall
- Cost: 3,900 yen for in-person (includes a copy of the book), 2,900 yen for online participation

Limited seating for in-person attendance is available, so early registration is encouraged!

Following the Tokyo event, the second celebration will occur in Itoshiro on October 13, 2025. Guests can experience the local lifestyle at the newly renovated lodging "Sukeshichi," which has undergone a two-year renovation process. Here, attendees will delve into discussions about architecture and community history with architect Yuri Fujisawa, along with further explorations of the book's themes.

- Date: October 13, 2025
- Time: 13:00 Registration, 13:30 Event Start
- Cost: 3,000 yen (includes book)

The Legacy of Itoshiro Clothing Store

Founded in 2011, Itoshiro Clothing Store reinterprets traditional workwear (Tatsuke) while embedding sustainable practices into their production processes. They employ local flora for dyes and craftsmanship, affirming the store's commitment to sustainability. The store became recognized for its community revitalization efforts, receiving accolades including the runner-up award at the 12th Regional Revitalization Awards by Kyodo News in 2022.

As Itoshiro Clothing Store prepares for the book launch, there is an invitation to appreciate both the artistry of its crafts and the deep-rooted cultural narratives that foster authentic connections within the community. Readers, adventurers, and skeptics alike are encouraged to explore these local treasures, reminding everyone that beauty lies within the simplest of stories, waiting to be unearthed.

For more details about the events or to pre-order the book, please visit: