[Press Release] Publication of "Shitara Garment Store Story: A Small Business Unearthing Regional Treasures"

Itoshiro Yohinten Co., Ltd. (Headquarters: Gujo City, Gifu Prefecture, Owner: Kaori Hirano) will publish the book "The Story of Itoshiro Yohinten: A Small Business Unearthing Local Treasures" on Friday, September 26, 2025. In conjunction with the book's release, talk events will be held in Tokyo and Itoshiro, the company's base of operations.

 

This book is a new work based on an essay series that ran for about a year in Fujin-no-Tomo from 2024. Itoshiro Yohinten has been active in Itoshiro, a small village with a history stretching back to the Jomon period, focusing on "local craftsmanship." The book covers a wide range of topics, including the background of its founding, its connection to the local nature and lifestyle, the appeal of indigo dyeing, plant dyeing, and straight-cut garments, and anecdotes about building the store.

Furthermore, for the book's publication, new content has been added, including the journey before the company's founding and the thoughts of owner Kaori Hirano, making it a deeper dive into the story of Itoshiro Yohinten. Chapter 2, which describes the encounter with "Tatsuke," the current flagship product of Itoshiro Yohinten, is a must-read.

Please also pay attention to the form of this small business, which operates in harmony with nature, and the gaze that cherishes each treasure found in the region.

 

[Early Bird Reservation Bonus] Original Postcard Present

The first 500 people to pre-order through Amazon or the official website will receive an original postcard. This offer is not available at other stores. The offer will end once the quantity runs out. Please be aware of this in advance.

Fujin-no-Tomo Official Website: https://www.fujinnotomo.co.jp/book/b2415/

Amazon Purchase Site: https://www.amazon.co.jp/dp/4829211024/

■Book Launch Event Details

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■Author Profile

Kaori Hirano

Owner of Itoshiro Yohinten.

Born in Gifu Prefecture in 1981. After graduating from Keio University's Faculty of Policy Management, she joined a PR company. Drawn to regional development in her hometown of Gifu, she returned and moved to Itoshiro Village within the prefecture in 2011 after marriage. In 2012, she founded Itoshiro Yohinten. She re-designs traditional work clothes (tatsuke) passed down in the region and dyes them with local plants, using natural dyes and indigo. She works while raising four children in nature.

 

■About Itoshiro Yohinten

Itoshiro Yohinten re-creates traditional work clothes (tatsuke) that have been passed down since the Jomon period in Itoshiro, a small village in Oku-Mino, Gifu Prefecture, and produces clothing designed for modern lifestyles. They collect local plants for botanical and indigo dyeing, creating garments that utilize natural materials. In 2022, their regional revitalization efforts through craftsmanship were recognized with the semi-grand prize at the 12th Regional Revitalization Award, hosted by Kyodo News and other organizations. Currently, Itoshiro Yohinten has been selected for "MINGEI: ART WITHOUT HEROS," the largest exhibition in UK history dedicated to Japanese folk art, where it is presented as an "eco-conscious brand" symbolizing modern folk art.

▷Official HP: https://itoshiro.org

▷Official Instagram: https://www.instagram.com/itoshiroyohinten/

▷Email for inquiries: info@itoshiro.org

 

■About the whole-house rental accommodation "Sukeshichi"

The plank-sided house "Sukeshichi" is over 150 years old. We heard that its single-pitched roof had collapsed and that it would be demolished by the next winter. It has a layout typical of old Itoshiro houses, magnificent beams blackened and smoked by the irori hearth, and traces of a horse stable that are now mostly gone. We felt that preserving this building was essential to protecting and passing on the landscape of Itoshiro, and so we decided to revive it as an "inn."

Please look forward to it as a place where you can experience the unique lifestyle of Itoshiro.

▷"Sukeshichi" HP: https://itoshiro.org/pages/sukeshichi