Rooted in the land of Itoshiro
Itoshiro is the innermost village in Gujo City, Gifu Prefecture.
We live in mountainous areas that have existed since the Jomon period.
Respect and learn about the culture and history that has been woven here
We are engaged in manufacturing.
Backed by abundant nature and a long history
We want to preserve the profound local culture.
Itoshiro is a settlement that dates back to the Jomon period, located further into Oku-Mino in Gifu Prefecture, on the border with Fukui Prefecture.
It's a deep mountain, snowy region that makes you wonder if people ever lived in a place like this.Although you can now visit by car, until around 1955 it was a mysterious place that could only be reached by walking over steep mountain passes.
It has been 12 years since I opened the Itoshiro Clothing Store here, and I'm beginning to understand why people have lived here for such a long history.
- Hakusan Nakai Shrine is the spiritual home of Itoshiro. It is worshipped as a sacred place of faith in Hakusan. 
- In winter, Itoshiro is covered in deep snow. Everything is dyed white and the air is clear and refreshing.
At the foot of the sacred Mt. Hakusan, which provides the water that is the source of all life, a life enjoying the mountain's blessings may not be enough, but they have food to survive no matter what, pure drinking water, and faith, which serves as an anchor for their hearts.
Everything necessary to sustain life and live peacefully is already present here, and thanks to it, people have built culture and accumulated history.
- A photo taken around 1955. A woman is wearing tatsuke.
- The prototype of the Tatsuke. Every household made them by hand.
We are fascinated by "clothing," one of the cultural elements that our ancestors here in Itoshiro created through their ingenuity, and we continue to make clothes, using old clothing as our textbook and always asking ourselves what it means to be rich.