Celebrating Two Years: Fafuri's Ethical Fashion Journey from Kimono to Global EC

Fafuri's Milestone: Two Years of Compassionate Fashion

Founded in November 2023, Fafuri, a Tokyo-based brand, celebrates its second anniversary by embracing a mission that merges traditional Japanese kimono culture with animal welfare. The highlight of this year is that Fafuri has been selected for Tokyo’s cross-border e-commerce support initiative, launching products on major international platforms like eBay and Shopee. This milestone signifies a broader acceptance of the brand's ethos: providing sustainable fashion options that resonate globally.

Fafuri’s Origin: A Personal Revelation

Fafuri was born from a profound personal experience: the founder's daughter encountered a disconcerting truth during her preparations for her Coming of Age ceremony. She realized that the glamorous shawls associated with such celebrations were crafted at the cost of animal lives. This unsettling realization ignited a desire for change: turning sorrow into a compassionate choice for fashion. The desire to offer alternatives that do not harm animals stood as the foundation on which Fafuri was built.

Historically, fur represented wealth and prestige; however, the modern narrative champions choices that honor life and embrace responsibility toward the future. Fafuri aligns its values with the Sustainable Development Goals, showcasing its eco-friendly products made with high-quality, Italian-inspired faux fur developed in Takayama, Wakayama. The brand’s commitment to local craftsmanship and conscious manufacturing has consistently propelled its message: a fur-free declaration arising from the beauty of kimono.

The year 2025 marked a turning point as Fafuri officially expanded to global e-commerce, allowing the compassionate ethos woven into each product to engage a wider audience, uniting people globally around the concept of humane fashion choices.

Brand Initiatives: A Harmony of Tradition and Animal Welfare

Fafuri pursues the goal of connecting the richness of Japanese tradition with a framework of animal welfare, which lies at the heart of its operations. Their collection of eco-friendly shawls honors life by promoting a new cultural narrative around fashion choices that don’t require sacrificing animals.

With the belief that conscious fashion choices can inspire social transformations, Fafuri invites younger generations to connect with its mission through engaging product designs. Furthermore, the brand proudly holds the