Japan’s most unexpected fashion idol

Posted by PSEDEN

2025-06-27

On 2025-06-27

A series of thick stitching trails cross the ordinary suede, on a new balanced sneaker, like the lingering footprints on the map, traces and curves from the original contour of the shoe. Below them, scattered on the surface of the shoes, are indigo dyed patches. The design has not yet been polished and clever, and is pleasant to turn the iconic shoes into a true original.

This is a classic sashimi GALS design. Collectively specialize in traditional Japanese needlework technology technology Shihikoit uses bold running stitches for repair and decorative purposes. Collective women offer custom-made services: Starting at a price of $1,600, they will carefully embroider a pair of sneakers provided by their clients – a process that requires about 30 hours of work by experienced artisans. The design is left to GALS’ discretion, and the service is currently very popular, so potential customers must apply through the lottery system.

The collective may be known for its highly coveted limited release collaboration with legendary brands: Veja, Maison Margiela and Isetan Men’s. Given the stylish kindness and admiration of Sashiko Gals, one might want its members to be insiders or designers for formal training – but in reality, this is a group of 15 women, among whom 40 and 80s are located in Otsuchi, a sleepy beachfront town in Iwate County.

The project, which eventually became the first iteration of Sashiko Gals, began in 2011, the Great East Japan Earthquake Year. Its initial members lost their homes and jobs in subsequent destruction, some of whom lived in evacuation centers. For them, jade cake is a means of recovery: sewing the future while commemorating the past.

A shabby community

As one of the areas that have suffered extensive damage after earthquakes and tsunamis, Otsky underwent a prolonged reconstruction. The original name of Sashiko Gals was the Otsuchi Recovery sashiko project, which was brought by women who were unable to help with the reconstruction work, involving heavy lifting. Want to do something productive to fill their days, they start sewing.

Busy sashimi became their lifeline. “In times of disaster, this can be a way to create a sense of purpose in life,” Arata Fujiwara, longtime collaborator and current business manager for the project, told Arata Fujiwara, a long-time collaborator and current business manager for the project, told Arata Fujiwara, who is a long-time collaborator and current business manager of the project. Tokyo weekend. “When they face many hardships, they focus on hands-on spaceships every day, even if only temporarily – put everything else aside.”

Tokyo-based media outlet Houyhnhnm recently produced a short documentary about members of Sashiko Gals, who are all telling their stories. Among them, Mieko, 74, a 74-year-old man, recalled the shock and destruction of March 11. Although she and her husband were able to escape safely, they returned to the ruins. “This place is completely covered in dirt. It is unrecognizable. All of our framed family photos, our albums, are soaked. Wedding photos, my grandson’s shichi-go-san Ritual (Rites from childhood) – All destroyed. ”

When Osawa joined the Sashiko community in December of the same year, she was immediately fascinated by the meditation ability of handicrafts. “When I stitch it, I don’t have to think about anything else, nor worry about the future,” she reflected. “I can focus on needles and threads.” “Sashiko gal” Tomiko Goto, 77, echoes emotions: “Sashiko embroidery has always been my biggest source of psychological and emotional support. It saved me. I think everyone who loves Sashiko will feel the same.”

Girly spirit

It is widely believed that Sashiko originated in Japan 200 to 500 years ago and has been a symbol of strength, wit and sustainability for hundreds of years. Needlework technology was created to repair and preserve items made of cotton, a valuable commodity at the time. But traditional art is not purely utilitarian when repaired, but is enhanced when repaired – turning worn out clothes into canvas and breathing a new life.

While Sashimi Gals’ work has now accumulated a global fan base, the organization’s journey is not without its difficulties. Membership has declined over the years as people leave towns, the pandemic has created many in-person sales opportunities in department stores and canceled commissions for various companies. To keep the project alive, the women approached Fujiwara, the founder of a Japanese first record label called Kuon. The Sashiko Gals, which now exists, was officially launched in March 2024.

It is the iconic name of Fuji. “In Japan, the word ‘gal’ (Adjustment) He explained: “) It is often used to describe young women who are full of energy. Members are women in their 40s and 80s, but when they get together, they look like high school students enjoying chatting in class or family restaurants.”

In the documentary, the 77-year-old Goto smiled when she asked her how she felt about the nickname. “At first I wasn’t sure of the name. But then I thought, we’re all back to the day! We may no longer look like Garles, but we can still call ourselves if the spirit of the Girls’ Generation is still in us.” She now has the title with pride.

From Otsky to the world

Supported by Moonshot Inc., the company behind Kuon, and the power of social media, GALS has surpassed their craziest dreams. Their designs are often circulated online, attracting the attention of fashion enthusiasts and insiders around the world. (“On Instagram, I see a lot of stylish foreigners wearing our shoes,” Osawa pours out in the document. “I was surprised when I clicked on ‘Translation’ and read all the comments people say they like our work.”)

The collective ultimately hopes for something more lasting than the fashion world’s success: the members’ goal is to inspire love for the next generation of Tashiko. “Many of Japan’s heritage crafts are disappearing due to the lack of successors,” Fujiya said. “We hope that the younger generation will understand the values of these traditions and continue.”

Once born out of routine, refuge and community as necessary, Sashiko Gals evolved into a beacon of love and creativity. For many members, Sashiko ignited a passion for art and design that they had never known. As Goto said, “I never really thought I was creative, but I like to come up with ideas and design things. This makes me want to try to wear new styles myself. Daisuki – I really like it! ”