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  ![INDEX[1] “The Japan Observatory” at Milano Unica 2024 S/S Japanese companies embracing challenges to open up new business](images/title_index_01.gif) The < Milano Unica (MU) 2024 Spring/Summer > three-day event will be hosted at the Rho Fieramilano venue in Milan, Italy from 31 January 2023 and is set to feature < The Japan Observatory (JOB) at Milano Unica 2024SS >, co-organised by the Japan Fashion Week Organization (JFW) and the Japan External Trade Organization (JETRO). A total of 26 companies (over double the previous year’s total of 11) will participate physically, with five companies in the JOB Plus booth (cf. previous SS show: 12 companies). Back in July 2022, the Milano Unica show was held once again on a scale similar to pre-COVID-19 times; over three days, occupying four halls and reassuring those with concerns over the government super green pass scheme for people vaccinated or recovered. Despite abnormal inflation and the severe economic climate in Europe, the fashion industry constantly retains positivity to progress. This positivity was reflected in the increased number of Japanese physical exhibitors at Milano Unica and the correspondingly high expectations for business growth. The 36th Edition of Milano Unica
“The Japan Observatory”(JOB) at Milano Unica 2024 S/S
 Photo:The Japan Observatory at MU2023A/W ![INDEX[2] ＜Introduction of exhibitors＞](images/title_index_02.gif) FUJISAKI TEXTILE CO., LTD. Showcasing wide-ranging products With an agent already in place in France, a new Milano Unica exhibitor, FUJISAKI TEXTILE CO., LTD., is keen to drive home its advantage by developing a wide-ranging product assortment. They explain their motivation as follows: ‘We hope buyers worldwide, including Europe, will learn more about our company, so that this participation becomes a stepping stone to catalyse our future export business.’ Highlights include the < Mt. Breath Wool > series: made with extra-fine wool yarn, soft and dry to the touch, non-prickly and with excellent water-absorption and antibacterial and deodorant properties. These hand-washable series also lend themselves perfectly for outdoor use, with a temperature-control function tailor-made for summer. Another feature item, gabardine, using premium extra-long staple (Giza) cotton as a raw material, is woven as a high-density fabric, using intense and durable dyes offering exceptional colouring properties and scope to withstand sunlight and washing. Conversely, the recycled nylon series uses GRS-certified pre-consumer yarns for a luxury feel. ＜JFW Textile Online Salon：FUJISAKI TEXTILE CO., LTD.＞ https://jfw-textile-online.com/textile?user=353&lang=en  FURUHASHI WEAVING CO., LTD. For a rich and expressive surface feel FURUHASHI WEAVING CO., LTD.; a weaver using a shuttle loom, exhibits regularly at Milano Unica and will be doing so for the 16th time on this occasion. They have high expectations this time around, re-establishing their physical on-site presence after three years, given the scope to perceive the response from visitors in person. Their line-up includes: cotton-hemp typewriter fabric using blended fine-count organic cotton (94%) and hemp (6%) yarns, which combine for a high-density texture. The premium feel of soft-twist organic cotton contrasts with the firm hemp for a unique texture: thin, light yet tense, creating an expressive texture with a tighter woven look, thanks to washer finishing roll by roll. Other signature items include: yarn-dyed chambray; buff cloth, which is woven blending rustic and stiff cottons together, firm linen, woven up as a high-density fabric to the limit of the shuttle loom, alongside a blend of bamboo-rayon and linen, which retains anti-bacterial and moisture-absorbing/-desorbing properties alongside a fresh feel. ＜JFW Textile Online Salon：FURUHASHI WEAVING CO., LTD.＞ https://jfw-textile-online.com/textile?user=269&lang=en  HATAOKA COMPANY - ASUWA KOGYOSHO COMPANY Specialising in eco-textile variations The HATAOKA COMPANY - ASUWA KOGYOSHO COMPANY will focus on a collection specialised in eco-textiles. < TACTUS ECO > is an eco-textile blending FSC-certified tri-acetate and recycled polyurethane that includes a two-way stretch function. < HERITAGE ECO > replaces the formerly popular fabric, which has been reinvented as an eco-textile incorporating contemporary and ecological elements. < PLANT BASE TEXTILE >, meanwhile, is a plant-derived polyester and categorised as part of a neo-sense eco-textile collection. It comments on this, the 10th appearance by the company at Milano Unica, as follows: ‘This will be our comeback since February 2020, after almost three years, following the COVID-19 pandemic. We decided to return to re-establish our presence in the European market, which we anticipate will recover as we enter the post-COVID-19 era.’ ＜JFW Textile Online Salon：HATAOKA COMPANY - ASUWA KOGYOSHO COMPANY＞ https://jfw-textile-online.com/textile?user=271&lang=en MASHI SHOKAI CO., LTD. Showcasing all things new in linen For MASHI SHOKAI CO., LTD., this will be visit number five to the Milano Unica event. With agents stationed in Milan and Paris, they have been trading in ‘Omi linen’ for over a century in the KOTO region, Shiga prefecture. Located near Lake Biwa, Japan’s largest, the abundant humidity and clean water of the region make it the ideal venue for weaving and finishing linen. Their intention is to ‘get back together with previous Milano Unica clients, listen to their feedback and evaluation of newly developed products and also do our best to cultivate new sales channels.’ Fabrics in the sustainable category include organic linen, hemp and cotton-linen in high density, as well as a wonderful array of both yarn- and piece-dyed types. The scope will also include fabrics with a fresh texture, jointly developed and finished with regional finishing factories, as well as countless other unique and wide-ranging Koto region fabrics on show. ＜JFW Textile Online Salon：MASHI SHOKAI CO., LTD.＞ https://jfw-textile-online.com/textile?user=355&lang=en  SHINOHARA TEXTILE CO., LTD. Seeking to bring out the potential of denim SHINOHARA TEXTILE CO., LTD. is a long-established company, which initially focused on manufacturing Bingo Kasuri. The company is constantly seeking to re-explore the potential of denim, by refining a long-fostered weaving technique over 115 years since its foundation in 1907, transforming into today’s manufacturing. The materials they use, namely organic, recycled polyester and Tencel, reflect its strong environmental credentials. Other corporate efforts to go greener include tapping into natural energy, converting facility features to save energy and absorbing CO2 in the forests/compounds within the company premises. UGANDA ORGANIC DENIM, using 100% rare Ugandan organic cotton, is a basic textured denim with a crepe-like feel, thanks to the use of open-end yarns. Other head-turning exhibits include a denim-like textile made via specific spinning, which features spun-dyed yarns from recycled plastic bottles, weft-based SOLOTEX, pairing stretchability and kick-back properties and denim using Tencel as just some of the highlights to look forward to this time round. ＜JFW Textile Online Salon：SHINOHARA TEXTILE CO., LTD.＞ https://jfw-textile-online.com/textile?user=242&lang=en  ALLBLUE INC. Reproducing vintage items ALLBLUE INC., set to debut at the JOB, considers the European market as follows:‘Despite the anticipated decline in consumption due to recent surging inflation, the mature market will see demand rebound for products with even greater added value.’ The company wishes to optimally exploit its position as converter and break new ground as part of efforts to develop new products, optimise their nationwide sales channels across the board and sense clients’ needs in various fields. ‘Obtaining clear feedback directly from local buyers’ is an equal priority objective for them in participating with future product development in mind. Key items to be showcased include pile jacquard denim using yarn-dyed indigo threads alongside vintage denim fabrics reproduced by analysing used clothes from the period 1900-1990 or so. They also develop a three-dimensional denim design (jacquard dobby) optimising fabric stretchability as well as the flat design options. ＜JFW Textile Online Salon：ALLBLUE INC.＞ https://jfw-textile-online.com/textile?user=354&lang=en 
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