Usagi Japon and the Revival of FIT the Local
The Tokyo-based Usagi Japon has exciting news for travel enthusiasts: they have officially taken over the FIT the Local project, previously run by a related company. This ambitious initiative aims to seamlessly blend fashion with travel experiences, providing tourists with the unique opportunity to embrace local attire while exploring new destinations.
The Journey of FIT the Local Project
The inception of the FIT the Local project can be traced back to 2015, sparked by a travel mishap. A coordinator overseeing a group trip to Las Vegas faced a logistical nightmare when a snowstorm disrupted the delivery of suitcases filled with dresses, forcing the cancellation of the trip. This incident ignited the idea that travelers could benefit from the ability to rent or purchase local clothing while at their destination.
Despite the challenges posed by the travel industry, Usagi Japon was determined to deliver this innovative service. In a test conducted during a group trip to Hawaii, they successfully provided attendees with aloha shirts and dresses, solidifying interest in the concept. After navigating the difficulties brought on by the pandemic, they were granted a business model patent in April 2022, marking a crucial milestone for the project.
In 2024, following a period of collaboration, Usagi Japon established a new company specifically to take charge of the FIT the Local project. However, as the team faced various challenges—chief among them was reconceptualizing the organizational structure due to the multi-faceted nature of the project—they decided it was best to halt the project temporarily. The reins were handed over to Usagi Japon, which is now positioned to restart the initiative.
Women participating in weddings showcasing local dress options in Hawaii (2015)
The Future Vision of FIT the Local
The FIT the Local project remains unwavering in its vision: to enrich travel experiences by encouraging tourists to enjoy the local fashion of the places they visit. This initiative aims not only to simplify travel logistics by reducing the need to pack outfits but also to enhance cultural understanding and meaningful interactions through clothing.
As part of this commitment, FIT the Local envisions a future where travelers can dive deeper into the local environment, culture, and the communities they engage with. This provides a unique opportunity to foster dialogue and exchange through attire. The project is also deeply committed to promoting sustainable tourism practices that respect and uplift the local economies and environments.
Coinciding with the global trend, the Japanese government has introduced a new 'Digital Nomad Visa' starting in March 2024, allowing foreigners to stay in Japan for up to six months. This initiative is expected to attract more international visitors, offering them a unique chance to explore Japanese culture. Usagi Japon, along with FIT the Local, is keen to contribute to improving the infrastructure for welcoming foreign tourists and engaging them with the richness of Japanese culture.
With an established framework and service offerings, both entities are set to reintroduce the FIT the Local project later this fall, starting with a limited offering that promises to captivate the imaginations of travelers.
Usagi Japon Company Overview
- - Company Name: Usagi Japon, Inc.
- - CEO: Takahiro Kanno
- - Chairman: Mariko Suzuki
- - Founded: March 3, 2016
- - Established: December 25, 2024
- - Business Activities: Communication design, community management (brand production, planning, consulting, facilitating, creative production, MICE coordination, and more)
- - Headquarters: 1-5-8 Nihonbashi Kayabacho, Chuo-ku, Tokyo, Japan
- - Website: usagi-japon.art
As we await the re-launch of this innovative project, FIT the Local stands as a testament to the belief that travel can and should be an enriching experience, merging fashion with culture in a way that resonates with everyone involved.