Special Feature

Branding in the Fibers,Textiles, and Garments Business―Adding Value to Our Sustainability Practices―
Chori unveiled its redesigned logos for BLUE CHAINTM and ECO BLUETM at
FaW TOKYO–FASHION WORLD TOKYO in April 2022. Since then, the Company has been
devoted to strengthening its branding strategies in the Fibers, Textiles, and Garments Business.

BLUE CHAINTM Products and Initiatives

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CHORI CO., LTD.

ECO BLUE™

WS™

TEXBRID™

A recycled polyester
fiber produced byturning used plastic
bottles into plasticpellets

A material that canbe dyed quickly atlow temperatures

A highly durable,long-lasting, andstretchable material

MEDITERRANEANGIZA™

MILLENNIUM
ORGANIC™

SPX™

BLUENY™

A stretchable highly
crimped polyester
yarn made using
PIN texturizing
technology in theHokuriku region

Sustainable nylon
derived from fiber
scraps and otherrecycled materials

NEXUEDE™

A material that has
reduced the amountof water used incotton cultivation
processes throughthe extensive use of adrip irrigation system

A material made ofultra-white raw cotton
that eliminates theneed for chlorine
bleach and excess
reducing agents

B-Loop™

FREETEQ

Natural DyeTM

ki re riA recycling initiative
carried out in Japanand overseas inwhich new textiles
are created from oldones

A fully elastic material
that accommodates
a wide range of sizes
and body shapes

An environmentfriendly material thatuses plants and foodresidue as dyes

A washable fabricthat is refreshingly
cool on the skin andcombines exceptional
appearance andcomfort

NEXUEDE™

A high-quality woven
microfiber fabric thatcan be used as analternative to artificial
leather

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Special Feature

Branding of SDG-OrientedProducts

Chori began branding its SDG-oriented products in 2007, when
it named its recycled polyester yarn derived from used plastic
bottles ECO BLUETM and registered it as a trademark. Recycling
was becoming the center of attention in the textile industry at
the time, and when a customer expressed the desire to makepolyester out of recycled materials, we began focusing on
expanding our line of SDG-oriented products.
While many associate the image of environmental
conservation with the green color of forests, the ECO BLUETM
brand name was designed in blue to add some original flavor
and to align with Chori’s brand color. In continuing this trend,
the word “blue” has been incorporated into a number of other
SDG-oriented products and initiatives, such as BLUE CHAINTM
and BLUENYTM, and has become the essence of the Chori brand.

Significance of Branding

In an age where we are flooded with similar products, it isessential that we differentiate our products so that they do not
get buried in the market. Chori’s raw material business offers
outstanding product capabilities in Japan and excels at working
with the world’s leading material manufacturers and textile
manufacturers who are adept at differentiating themselves fromcompetitors. We worked with partner companies to create andstrategically promote SDG-oriented products that accurately
met the needs of the markets in Japan and overseas, leading
to our recognition as a key supplier by world-renowned luxury
and high-end brands, which we do business with frommidstream to downstream. This has allowed us to expand ourbusiness beyond expectations. By building on this success, wehave been able to gain a secure foothold in the market for
SDG-oriented products, and we are now becoming more andmore recognized by end-consumers as well.

Rebranding of BLUE CHAINTM
and ECO BLUETM

In light of the increasing focus on sustainability throughout thetextile industry, we examined how we could differentiate ourselves
even further from the competition and hold a competitive
advantage to increase our market share. After careful consideration,
we redesigned our logos for BLUE CHAINTM and ECO BLUETM
in 2021. Given that BLUE CHAINTM is the leading brand of
Chori’s SDG-oriented products and that ECO BLUETM is thecore line of products for that brand, we aimed to establish auniform design. We approached designer Naomi Hirabayashi
for this role because she is active on the front lines of thefashion industry, and we were convinced that she had theability to further differentiate and enhance the competitivenessof the two brands. From the many incredible monochrome
designs that were proposed, we selected the logos that caught
our attention the most. The logos featuring rounded lowercase
letters that offer an eco-friendly appearance and blue tones
evoking an image of the earth and ocean were unanimously
selected as we believed they would attract the attention of awide range of customers.
After renewing these logos, we limited the scope ofECO BLUETM products to recycled polyester fiber made fromused plastic bottles, allowing us to differentiate these brands toan even greater degree.

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CHORI CO., LTD.

Looking Ahead

In 2022, we also rebranded our PIN texturized yarn SPXTM.
Since then, we have continued to actively engage in branding
practices such as registering trademarks for our names andlogos associated with “blue,” including BLUENYTM sustainablenylon yarn and the B-LoopTM recycling initiative.
The Textile Division aims to achieve sales of ¥30.0 billion
from sustainability-based products by 2025. Our BLUECHAINTM initiatives are steadily expanding through the endorsement of approximately 140 partner companies from upstream
to downstream, mainly those in the Hokuriku region. In addition
to continuing to pursue higher levels of product quality, we willremain committed to our branding practices in order to further
enhance our presence in the industry and strengthen ourrelationships of trust with customers.

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