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CHORI CO., LTD.

Tsumugu Report 2021

Special Feature: Chori’s Sustainability-Focused Business

Tatsuya Maekawa
Manager, Apparel Department
Technical Material & Garments Business Department

Natural Dye
In contrast with ordinary dyes, which utilize chemical dyes,
plant dyes, as the name implies, are natural colorants derived
from plants and other resources. While plant dyes have existed

Our Desire to Provide Ethical Dye Solutions

for years, there have been concerns over their sensitivity tosweat and sunlight as well as discoloring and fading whenthrough the Use of Natural Coloring

washed. Natural Dye is a line of environment-friendly apparel

Natural Dyebeen teaming up with CIHON TEC CO., LTD., a company

that overcomes such concerns. For over 15 years, Chori has
specializing in plant dyes, to promote the development of
its Natural Dye business.
In recent years, Natural Dye has gained exposure as anenvironment-friendly line of apparel that not only poses alimited impact on the environment in comparison with chemical dyes but also uses coffee grounds and other types offood residue as coloring, in addition to plants and flowers.

An in-depth look at Chori’s Natural Dye initiatives and their influence onrealizing a sustainable society

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CHORI CO., LTD.

Tsumugu Report 2021

While chemical dyes are absorbed
evenly onto fabrics due to the minuteness of their particles, the particles ofplant-derived natural coloring offer evengreater benefits. Natural Dye fabrics
diffuse sunlight while exposing the richness of colors even on plain fabrics. In01

Plant dyes are more sensitive toother words, Natural Dye can realize

sunlight and more prone to fading andcolors that cannot be attained by means

discoloration than chemical dyes, whichof chemical dyes.

is why there were issues regarding their03

Natural Dye Earning
Widespread Recognition

The vast array of colors that can be

as a part of its line of ethical fashion thatembraced its commitment to always makecontributes to the betterment of society

use of Japanese technology, which is highly

and the global environment. The textile

respected around the world, and contributeindustry undergoes a production cycle into the growth of industries in Japan. As amass production in the past. With

realized is another unique feature ofWhile Natural Dye has been a part of ourNatural Dye, however, we were able

Natural Dye. The research facility of ourbusiness for over 15 years, it seems as

which products for the respective season

result of our limited production capacity andto achieve a certain level of fastnessbusiness partner houses roughly 2,300

though its demand has grown only overare designed and manufactured over amanpower, our lead time to production indespite its use of natural coloring derived

varieties of raw materials used for color-the last three or four years. Consideration

period of six months, and this holds trueresponse to the recent growth in demand

from plants and other resources. Whileing, and each plant consists of roughly

for the global environment and sustain-

for Natural Dye as well.

has been increasing. However, statedit was difficult to dye fibers with natural

200 types of colors. What may appear

ability have become an important topic in

While demand for Natural Dye contin-

When Natural Dye originated over 15coloring at first, we used a special pro-

to be green at first glance is actually aevery industry, and the textile industry is

ues to rise, the factories we utilize for its

demand and reputation we have built

years ago, the term “sustainability” itself

prietarily developed paste, which firmly

complex mixture of multiple colors. Thisno exception.

production are limited to those based inover the years for Natural Dye.

Origin and Distinctive
Features of Natural Dye

was not widely used. However, thisabsorbed the natural coloring. By apply-is the reason why Natural Dye canChori’s Natural Dye line of apparel has

plant-dye project was launched as

ing this uniquely developed dyeing

realize warm and complex colors andbeen adopted by MARUI GROUP CO., LTD.

Chori foresaw the need for environmen-

method, natural coloring can be usedpatterns. Additionally, Natural Dye cantal considerations in the years

to dye not only natural fibers but also

also be made with ore and a variety ofthat followed.

synthetic fibers.

other substances.

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Our Respect for People and the Environment

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Japan. This stems from the fact that, eversince the creation of Natural Dye, Chori has

differently, this is a testament to the solid

physical characteristics of each indi-

Our Direction Going Forward

vidual, such as with made-to-measure
and custom-ordered suits, I believe weare now in an age when quality takes
precedence over quantity. Therefore,In addition to Japan, Natural Dye is gaining

environment-friendly Natural Dye dyeing

I believe the concept of Natural Dye will

widespread recognition in Europe and thetechnology. Along with the rich colors they

be highly embraced and its differenti-United States, regions with a high level ofgenerate, these natural fibers are highly

ated products will likely play a prominent

Chemical dyeing processes are often

Natural Dye is also gaining promi-such waste through the use of wilted

sustainability awareness. Prior to theattuned to Natural Dye’s concept ofrole in the years ahead. For Chori, theassociated with concerns over environ-nence from a local-production-for-local-

flowers as coloring for Natural Dye.

emergence of the COVID-19 pandemic,environment-friendliness. As we movefact that it engages in such a meaningful

mental contamination due to the artificial

consumption point of view, as it enables

Because Natural Dye does not entail theChori showcased Natural Dye aroundforward, we will look to continue to fusebusiness has extraordinary significance.

substances contained in its wastewater.

the use of vegetable waste and otherpurchase of any additional products or

three times at an exhibition held in Italy.

our Natural Dye technology with products

We hope you look forward with great

Conversely, with Natural Dye an extremely

foods that contribute to food loss as

the use of plantations, it also contributes

Our exhibit included Natural Dye productsthat adhere closely to its concept.

anticipation to our Natural Dye initiatives

low amount of residue dye remains in thecoloring. The local-production-for-local-

to the reduction of environmental impact.

created through a collaborative effort with

Furthermore, Natural Dye is not awastewater as the constituents of plants

consumption aspect stems from Natural

a company in Niigata Prefecture, an area

scheme designed to expand sales butthat generate the coloring are firmly

Dye’s recycling-based process of utilizingof Japan known for the production ofrather a business that we are undertaking

absorbed onto the fiber. Accordingly,

the waste produced on local soil, such as

sweaters, and products made of fiber

despite our limited production capacity

there is very little concern over the issue

the lees of a region’s well-known

used in washi (Japanese paper). In theseand human resources. For that reason,of water or soil contamination. Moreover,Japanese sake or lees of locally produced

ways, Japan’s one-of-a-kind technologies

our goal is not to expand this business forbecause plants come with a range ofwines, as coloring and converting it

and the uniqueness of Japanese products

the sake of profit but to develop it into

medicinal benefits, it is believed that

into clothing.

are stirring up great interest overseas.

something that helps improve the global

At Chori, we handle such naturalenvironment and which contributes to thesame benefits due to the use of suchthe accumulated waste of flowers thatfibers as MILLENNIUM ORGANIC™,

growth of industries in Japan. We hope weplants as coloring. For instance, products

were intended to be used as decorations

an ultra-white cotton cultivated in

can work together with customers who

utilizing roses as coloring are said to bein the various events canceled due toUzbekistan, and MEDITERRANEAN

resonate with this philosophy going forward.

effective for relaxation, better sleep, andCOVID-19. However, at Chori we have

GIZA™, and we are currently under­always contributed to the reduction oftaking efforts to combine them with our

Natural Dye products come with the

improving skin texture.

Meanwhile, concerns have arisen overIn the manner that more and moreproducts nowadays are tailored to theover the coming years.

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