気軽に着られる着物が人気

[From May Issue 2013]

 

Many people are interested in kimono, but feel they are expensive and difficult to take care of. Recently, more and more shops sell reasonably priced, easy-to-wear kimono. They appeal to a variety of different age groups.

“Nadeshiko Asakuka EKIMISE,” a shop operated by Yamato Co., Ltd. is popular among women in their 20s and 30s. PR representative, MIYOSHI Tomoko, says, “The interiors of our shops are intentionally bright and staff are around the same age as our customers. The range of kimono we sell includes many inexpensive items made of polyester, as well as silk kimono that cost less than 50,000 yen.” Customers who are after inexpensive “obijime” (decorative string used to hold a kimono sash in place), or “tabi” (traditional Japanese socks) also visit the shop.

Their kimono and accessories appeal to young women because, just as with western clothes, the design of the products displayed is cute. “We organize events, such as the first visit to the temple in the New Year, for customers who have bought a kimono at our store, so they will have more opportunities to wear kimono,” says Miyoshi.

At “Nagamochiya,” where they sell recycled kimono, customers are mainly women in their 40s to 60s. The plus side of buying recycled kimono is that, unlike new items, you have a chance to get your hands on a rare kimono.

Usually, a kimono is tailor made after the customer buys the cloth. Since recycled kimono is already tailored, the benefit is that you do not need to pay to have it sewn for you and you can wear it as soon as you have bought it.

“The recycled kimono that sells the best is priced from 20,000 to 50,000 yen. The majority of customers are people who wear kimono for a discipline like tea ceremony, and those who simply love kimono. The majority of our customers wanted inexpensive kimono for a hobby or for practicing a discipline, but these days there is more demand from people who are searching for rare items,” says IDA Mayumi, PR representative for Shinso Ohashi, Co., Ltd., which operates Nagamochiya.

It’s not only kimono that’s become popular, now more and more people are casually wearing yukata (kimono for summer). Yukata, not only made of cotton, or linen, but also polyester which is cool and is dries quickly, is now bought by many people and worn outside during summer.

UENO Satoko, who manages a community for women who like kimono and yukata says, “Just as with western clothes, when you begin to wear a kimono, you feel that you’d like more than just one item, so we’re glad that it’s possible to get hold of cheap kimono. Because it’s difficult to store some kimono without it getting damaged, it is a big help to us that we now find more items that are made of easy care fabrics.” The number of people who casually enjoy wearing kimono may continue to increase.

Nadeshiko Asakusa EKIMISE
Nagamochiya

Text: TSUCHIYA Emi

[2013年5月号掲載記事]

 

着物に興味はあっても、値段が高そう、手入れが大変そうと思う人は多いのではないでしょうか。最近は、手頃な価格で気軽に着られる着物のお店が増えています。利用する人の年代はさまざまです。

株式会社やまとが経営する「なでしこ浅草EKIMISE店」は20~30代の女性に人気があります。広報担当の三好智子さんは話します。「店内は明るい配色を意識し、スタッフはお客様と同年代にしています。また、取りそろえている着物はポリエステル素材の低価格商品や、100%絹でも5万円以下のものを多く扱っています」。安価な帯締め(帯をとめる飾りひも)や足袋(日本古来の靴下)を買うために来店する人もいます。

着物や小物は、若い女性に受け入れられやすい、洋服と同じ感覚でかわいいと思われるデザインの商品を置いています。「着物を購入した方のために、お正月なら初もうでなど、着物を着て参加できるイベントを開催し、着る機会を増やしてもらえるようにしています」と、三好さん。

リサイクル着物を販売する「ながもち屋」の、主な利用層は40~60代の女性です。リサイクル着物の良い点は、新品と違い、今では入手困難な希少価値のある着物が手に入るチャンスがあることです。

また、着物は反物を購入してからお店で自分の体形に合うように仕立ててもらうのが一般的ですが、リサイクル着物の場合はすでに仕立ててあるので、仕立て代がかからず、すぐに着られるという利点もあります。

「2~5万円の価格帯のリサイクル着物がよく売れています。購入するお客様の大半は茶道などの稽古事で着物を着る方、また、着物が好きという方です。以前は、趣味やお稽古などで着るための安いものを買い求めるお客様が多かったのですが、最近は、希少価値のあるものを探したいという方が増えています」と、ながもち屋を運営する株式会社新装大橋の広報、井田真由美さんは言います。

着物だけでなく、最近は浴衣(夏用の着物)も気軽に買って着る人が増えています。綿や麻だけでなく、すずしくてすぐに乾くポリエステルの浴衣は、夏場のお出かけ用に買う人が多く、活用されています。

着物と浴衣が好きな女性のための女子会のコミュニティを運営する上野聡子さんは言います。「着物も洋服と同じで、一枚だけでなく何枚か欲しいなと思うようになるので、価格が安い着物があるのはうれしいです。自宅での保管方法が悪いと傷みやすいものもあるので、手入れがしやすい素材のものが多くなるのは助かります」。着物を気軽に楽しむ人がますます増えてくるかもしれません。

なでしこ浅草EKIMISE店
ながもち屋

文:土屋えみ

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