Shigesato Itoi
The new haramaki have gained popularity in Japanese fashion as an accessory and are made from many fabrics and patterns for practical and aesthetic purposes. Shigesato Itoi and his company Hobonichi are commonly credited for the current resurgence. Itoi had been wearing haramaki for years despite their old-fashioned reputation and perception as an unfashionable undergarment, eventually re-introducing them as an accessory for sale in Japan.