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  ![INDEX[1] Thirty Japanese companies set to participate in JOB “The Japan Observatory” at Milano Unica 2024 A/W](images/title_index_01.gif) The “Milano Unica (MU) 2024 Autumn/Winter” event will be held over three days from July 11, 2023, at Rho Fieramilano in Italy. A total of 30 companies from Japan will participate, 23 of which exhibiting at “The Japan Observatory (JOB)” alongside seven other companies in the challenging JOB Plus category at the Milano Unica 2024 AW event, co-organized by the Japan Fashion Week Organization (JFW) and the Japan External Trade Organization (JETRO). The world is slowly emerging from the COVID-19 pandemic, which was officially declared at an end on May 5 by the World Health Organization (WHO) after around three years and three months. And despite the ongoing Russia-Ukraine conflict, the fashion industry is regaining the vibrancy of the pre-COVID era, amid growing expectations for business negotiations at MU. We are delighted to introduce new exhibitors at the Japan Observatory (JOB) representing Japan. The 37th Edition of Milano Unica
The 19th Edition of “The Japan Observatory”(JOB) at Milano Unica 2024A/W
 Photo:The Japan Observatory at MU2024S/S ![INDEX[2] ＜Introduction of exhibitors＞](images/title_index_02.gif) DEBS CORPORATION Inspirational Lineups DEBS CORPORATION is reinventing its approach to textile manufacturing by combining completely different yarns and finishing techniques. It is developing special textiles that can evoke inspirational and awesome feelings among people, both beautiful and functional, luxurious yet affordable. The “Debs Silkies Collection” taps into original processing techniques and yarns. Leveraging unique methods such as weight-reduction processing by hanging that dissolves the twisted yarns and threads of fabric in particular, they express the beautiful surface and textural qualities of Japanese silk using synthetic fibres. The “Debs Sports Collection” focuses on fabrics that provide excellent knit-like comfort, via stretch processing as well as functional yarns, while maintaining environmentally aware in what emerges as a fashionable yet sporty range. The other line, “Debs Sustainable Collection”, comprises prints and dyes using environmentally friendly waterless processes and a range of yarns made of recycled polyester.  FIRBEST CO., LTD. Thin, Light and Warm FIRBEST CO., LTD. will be showcasing the functionality of their far-infrared insulation material, “KODENSHI,” in the European market. “KODENSHI”, a fibre incorporating ceramic particles, can be widely applied to knits, woven fabrics, down products and synthetic cotton. As well as keeping heat in, it also retains conditioning effects including relaxation. Their flagship item, “KODENSHI” padding, has a layered structure with highly compressive and restorative properties, as well as being soft and lightweight. It offers comfortable warmth while using recycled materials. The “KODENSHI” down is a hybrid product, combining refined and recycled down with “KODENSHI” fibres. Products in the range are designed to be even, with a reduced filling volume and retain slim, lightweight and warm functionality. They will also showcase high-density fabrics from the Hokuriku region, perfect for outerwear designs. ＜JFW Textile Online Salon：FIRBEST CO., LTD.＞ https://jfw-textile-online.com/textile?user=385&lang=en  HASETORA SPINNING CO., LTD. Appealing items including “KODENSHI” HASETORA SPINNING CO., LTD. will be using the far-infrared insulation material “KODENSHI” in even more of its fabric range, including circular knits and woven textiles to help condition the body. Meanwhile, “Brewed Protein” is a sustainable artificial protein fibre, which stands out for a lack of reliance on petroleum resources. Other products in its range use “PlaX”, a modified polylactic-acid fibre incorporating plant-derived additives and developed by Bioworks. The company’s strength lies in converting both “KODENSHI” and “Brewed Protein” materials via a wholesale function, as well as handling the conversion process for raw materials and finished products. The company anticipates the attendance of European buyers who have exceptional aesthetic fashion sense and put design and quality first. They aim to merge functionality and product quality with designs from European brands. ＜JFW Textile Online Salon：HASETORA SPINNING CO., LTD.＞ https://jfw-textile-online.com/textile?user=386&lang=en  KOWA COMPANY, LTD. Exploring originality KOWA COMPANY, LTD. will be exhibiting as part of its efforts to boost denim sales and expand the use of original materials for its Italian customer base, who focus on men’s denim above all. “The cotton new finish” utilises a compact 80/1 yarn with minimal fuzz and an excellent lustre-feel for both warp and weft threads, woven at ultra-high density. The fabric undergoes a specific peach-finishing process, eliciting in a soft and supple end product. An adapted form of enzyme processing, typically via jet-dyeing and continuous machines, is also used. This achieves both high density and softness and reduces water usage, coming together for an environmentally friendly processing method. “Cordura Nyco” is a cotton and Cordura nylon blend, which is subject to a salt shrinking process that elicits a unique texture and touch. Also on show is luxurious denim made from premium Suvin (7 count) cotton, which is an extra-long cotton staple blended with silk. ＜JFW Textile Online Salon：KOWA COMPANY, LTD.＞ https://jfw-textile-online.com/textile?user=400&lang=en SHIBAYA CO., LTD. Equally Excelling in Functionality SHIBAYA CO., LTD., which stocks 1000 or so fabrics, including eco-friendly materials, will be exhibiting with the intention of showcasing their unique characteristics and qualities for customers to see and feel firsthand. The impact of the pandemic meant fewer opportunities to meet existing customers in person, which is why they are targeting in-depth discussion for future business connections through this exhibition. One of the fabrics exhibited is “MACLOWLY,” made of 100% nylon. It utilises a specially processed and waterproofed nylon multifilament yarn, with a soft texture and natural lustre. It is also quick-drying and remarkably lightweight. Ultra-durable thanks to a ripstop construction, it can be used for various purposes, from outdoor to urban wear. Other items in the repertoire include a wool/nylon (90/10%) flannel fabric blend produced in Bishu, which is soft, fluffy and light to the touch with gentle tones. There is also a ultra-high density woven textile made of 100% cotton, which is breathable and water-resistant and repellant. Its stand-out feature is the ability to effectively block external moisture while allowing internal water vapour to emerge. ＜JFW Textile Online Salon：SHIBAYA CO., LTD.＞ https://jfw-textile-online.com/textile?user=388&lang=en  V&A Japan Corporation Biodegradable polyester V&A JAPAN CORPORATION will showcase the “CRAFTEVO BIOZ”, a textile made from bio-based polyester. This innovative fabric utilises ethylene glycol and terephthalic acid derived from sustainable sources like sugarcane and palm oil, rather than petroleum-based materials. They will also introduce the “CRAFTEVO ReTE”, a remarkable compostable polyester textile. This material stands out for its ability to decompose into water and carbon dioxide within just a year or so under compost conditions. Unlike previous decomposable materials like PLA, PBS, and PHBH, which featured limited heat resistance and durability when used in garments, the “CRAFTEVO ReTE” boasts a durability and heat resistance on par with regular polyester. Alongside these textiles, V&A JAPAN CORPORATION will display apparel using these eco-friendly materials, including sewing threads and buttons under the “TAVITALIUM” brand. ＜JFW Textile Online Salon：V&A JAPAN CORPORATION＞ https://jfw-textile-online.com/textile?user=390&lang=en SAIBO CO., LTD. Linen Velvet SAIBO CO., LTD. is recognised for its unique, bespoke products that are unrivalled elsewhere. One of their standout creations is the embroidered lace fabric featuring a comprehensive floral pattern. The organza-based fabric is admired for its soft texture and understated shine. The embroidery uses a fine 75/2 polyester thread with bold stitching and three fluorescent colours which make the design even more dynamic. This intricate lace design showcases delicate, dense floral embroidery using a refined 80/2 thread on a typewriter fabric base with 80-combed yarn. Its elegance is then amplified with gold foil printing for a stunning oriental touch. In the linen textile field, SAIBO CO., LTD. has pioneered a staple-fibre velvet fabric. Using 100% linen for the pile section meant the yarn becoming remarkably delicate and prone to breakage. Despite this challenge, skilled craftsmen toil on the looms and produce an average of around 25 metres per day. Despite the limited production capacity, this method enables them to encapsulate the inherent lustrous feel of linen. ＜JFW Textile Online Salon：SAIBO CO., LTD.＞ https://jfw-textile-online.com/textile?user=395&lang=en
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