Tokyo Startup Gives Old Kimonos New Life as Fashionable Sneakers
In Tokyo, a creative startup is giving centuries-old tradition a fresh, modern twist—by turning discarded kimonos into high-end sneakers.
Kimonos, once a daily staple of Japanese attire, have become largely ceremonial and are now often tucked away in closets. But entrepreneur Shotaro Kawamura, CEO of retail group Potato Ltd., is on a mission to bring this iconic garment back into everyday life—just in a different form.
From Closet Relic to Streetwear Statement
Through his brand Tokyo Kimono Shoes, Kawamura partners with skilled artisans in Asakusa—an area in Tokyo known for traditional shoemaking—to transform unused kimono fabric into handmade sneakers. Each kimono can yield up to 20 unique pairs, and they sell for around $325 each.
“We chose sneakers because they’re something people wear every day—worldwide,” said Kawamura. “Our goal is to reduce waste and keep traditional crafts alive.”
A Cultural Comeback With a Kick
Kimonos have graced Japanese wardrobes for over 1,300 years. But as Western clothing became the norm post-1960s, kimonos fell out of daily use. Many of these garments, rich in heritage and ornate detail, now gather dust or face disposal.
The turning point came when Kawamura met Noriko Onozaki, owner of AxT Inc., a family-run shoe factory dating back to the 1950s. She had begun upcycling her mother’s old kimonos into sneakers, realizing their beauty and value were too good to throw away.
Kawamura saw global potential. A 2022 crowdfunding campaign on Makuake crushed its goal, raising over 8.5 million yen ($58,000). Tokyo Kimono Shoes quickly sold out its first 40-pair run in just three days.
By 2024, the brand had sold 4,500 pairs and repurposed 690 kimonos—a staggering 2,732 square meters of fabric. It’s not just about fashion—it’s also about sustaining dying trades. The steady business has helped keep traditional leather and shoemaking skills alive in Asakusa.
Riding the Global Vintage Wave
Kawamura’s success comes at a time when demand for sustainable and second-hand fashion is soaring. According to McKinsey, pre-owned apparel now makes up 10% of the global clothing market, with Japan’s vintage scene growing 60% between 2019 and 2023.
Longtime kimono enthusiast Nancy McDonough, founder of Kyoto Kimono, says stigma around “used” clothing in Japan has faded. Today, vintage kimonos are in vogue—fueled by global pop culture, social media fashion trends, and shows like Shōgun.
Other brands have followed suit: Kyoto’s KIEN repurposes kimonos into formal dresses, while Made by Yuki offers casual wear like shirts and skirts using salvaged fabrics. In Hong Kong, Heritage Refashioned transforms vintage Asian textiles—including kimonos—into bags and accessories.
Expanding the Kimono Renaissance
Encouraged by his sneaker brand’s success, Kawamura launched a second label, Kimono Reborn Tokyo, in 2023. This line features T-shirts, tote bags, and hats, broadening its appeal and targeting everyday wearers. So far, the brand has upcycled over 1,060 kimonos, or 4,160 square meters of fabric.
The flagship store in Asakusa has been joined by a second location at Narita Airport, with more on the way. Kawamura is also working on a line of ninja-style “tabi” shoes, made in Okayama, and collaborating with ODA Fashion College Tokyo to involve young designers in kimono revival projects.
Looking Ahead: From Footwear to Furniture
Kawamura’s vision doesn’t stop at fashion. He hopes to expand into home décor, furniture, and even launch a kimono-themed hotel to appeal to Japan’s booming tourist scene.
“We throw away too many good things,” he says. “But when we reshape them, they become even better. That’s the power of reuse and reinvention.”
Source: CNN – This Tokyo startup is turning discarded kimonos into stylish sneakers
