Launch of the 'Nippon Traditional Support Fund' to Foster Inheritance of Traditional Industries; Sale of Fund-Linked Products Begins

Felissimo has established the 'Nippon Traditional Support Fund' to support Japan's traditional industries, crafts, and culture, which are facing challenges such as a lack of successors. The initial beneficiaries will be in Fukui and Saga prefectures. New original products linked to this fund have also been launched.

This fund is established to promote the continuation of technologies and crafts inherited from ancient times, ensuring they coexist with modern lifestyles and are passed on to the future. Through this initiative, we deliver the rich experience of enjoying long-refined skills and beautiful materials in daily life, creating a cycle where comfortable shopping directly connects to the preservation and development of traditional crafts for the benefit of both creators and users.

◆ Future Goals of the Fund Craftsmanship in traditional industries and culture possesses the charm to move people across time and place. However, due to changing lifestyles, traditional items are losing their place in modern life, leading to social issues such as a shortage of successors and difficulties in sales activities. Professionals in the field are daily exploring new forms of tradition, recognizing that simply 'preserving the old' is not enough.

The 'Nippon Traditional Support Fund' will allocate donations received from customers to support the preservation and prosperity of traditional industries. By purchasing products that utilize these traditions, customers not only support the crafts directly but also contribute to an economic growth path that reaches various local initiatives.

◆ Fund-Linked Product Planning In conjunction with the fund's launch, the 'el:ment' brand will sell products linked to the fund. We value understanding and respect for artisans' work, aiming to create opportunities for customers to learn about the challenges faced by traditional industries.

- Arita Ware Cocoon Silhouette Dress <Flower Arabesque Pattern>: This dress adopts the hand-drawn 'Flower Arabesque Pattern' characteristic of Arita ware from Saga Prefecture. The pattern symbolizes eternal prosperity, family development, and vitality.

- Light Ear Accessories Made with Traditional Kazari-kanagu (Decorative Metal Fittings): Kazari-kanagu have been used for temples and shrines. We have crafted these exquisite fittings into daily ear accessories. Production is handled by Takeuchi Co., Ltd. in Kyoto.

◆ Beneficiaries - Peace Crafts SAGA (Saga Prefecture): A project launched by the NPO Peace Winds Japan, which has over 20 years of experience in international cooperation, to support traditional crafts in Saga. - SOE General Incorporated Association (Fukui Prefecture): A destination management organization focusing on sustainable regional development through industrial tourism in the Echizen-Sabae region.