Hiroshima-based brand 'Re:ADY B' wins Gold at the 'London Design Awards 2026'

The new product 'MIKOSHI Bag' from the Hiroshima-based ethical fashion brand 'Re:ADY B,' operated by Setouchi Mirai Design (Headquarters: Hiroshima City, Representative Director: Kari Noda), has been awarded Gold Winner at the international design award 'London Design Awards 2026,' where global companies are among the winners. This is the first time a Japanese company has won in the Fashion Design category.

[About London Design Awards 2026] The London Design Awards is an international design competition organized by the International Awards Associate (IAA), attracting entries from over 124 countries. The IAA has a track record of over 100,000 entries. Judging is conducted through a blind review process, evaluating pure design, innovation, and social impact, rather than company size.

The 'MIKOSHI Bag' series was born from the fusion of two crafts: traditional metal engraving from Hiroshima Buddhist altars and leather sewing techniques from a Type B continuous employment support facility. The product is an upcycled version of waste obi fabric, reconstructed into new value through collaboration with social welfare facilities.

By integrating the delicate engraving techniques passed down through Hiroshima Buddhist altars, the product was highly evaluated for balancing traditional Japanese craftsmanship with inclusive manufacturing, leading to this award.

[About MIKOSHI Bag] The name is derived from the 'mikoshi' (portable shrine) used in Japanese festivals. As portable shrines are created with metal processing techniques common to Buddhist altars and temple decorations, this bag was designed not just as a tool for carrying items, but as an object that carries the 'story of its background.'

Instead of cutting the obi into mere raw materials, the original width of the obi is utilized as the structural foundation of the bag. As a result, the woven pattern continues uninterrupted, and even the minimalist side panels are incorporated from the fabric.

The hand-engraved brass handle was crafted one by one by Shinnobu Yoshida, the fifth generation of the 1890-founded Hiroshima-based Yoshida Buddhist Altar Hardware Manufacturing. Mr. Yoshida is the last artisan to inherit the hand-engraving techniques used for Hiroshima Buddhist altars, and the arabesque pattern on the handle symbolizes 'eternity,' 'prosperity,' and 'rebirth.'

Furthermore, the leather trim is hand-stitched piece by piece by artisans working at 'Yassa Kobo Nishimachi,' a Type B continuous employment support facility in Mihara City, Hiroshima Prefecture. The 'MIKOSHI Bag' is a unique, one-of-a-kind product that can only be completed by combining the technologies of three different companies.

Re:ADY B focuses not just on superficial 'Wa' (Japanese-style) patterns, but on the techniques, philosophies, and handicrafts rooted in the background. The brand aims to re-edit values that were once common in Japanese life as modern standards and pass them on to the next generation.

Moving forward, Re:ADY B will continue to work toward solving social issues in the traditional crafts, welfare, and fashion industries through its product development, striving to realize a society where everyone can work with a sense of purpose.