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Our encounter with “Cul de Sac-JAPON”(2), ultilizing Aomori hiba(1), stemmed from PGG designers’ love for hiba’s scent and resonance with the brand’s ethos. Amid these days of abnormal climate, Cul de Sac-JAPON’s pursuit of sustainable product development at a feasible pace captivated us. The deep fragrance of hiba inspires a desire for a deep breath, evoking a sensation as if walking through a forest. We spoke with founder Mineko Muraguchi, “If you talk about a mission, we Japanese have been raised and protected by forests since ancient times, yet nowadays, we spend days not even knowing the names of the trees. I hope that by letting more people know about Aomori Hiba, by integrating nature into their daily lives, they will come to understand the forest,” Ms. Muraguchi shared. This led us to wonder, could we do something together?

Hiba has been a familiar conifer to the Japanese people, used in the foundations of shrines and temples since ancient times. Aomori, in particular, is home to many Hiba trees, making them a daily presence in Ms. Muraguchi’s childhood as the daughter of a lumber dealer specializing in Aomori Hiba. Although she was involved with a clothing brand, there often would be days that made her question the seasonal development and why clothes wouldn’t sell, which made her look at her father, who was devoted to the conservation of Hiba, and it sparked the idea to develop Hiba products, birthing “Cul de Sac-JAPON.” The philosophy of creating durable products was quite challenging. “We use every part of the Hiba, not just sections. I want to respect those involved with the mountains by ensuring proper reforestation and usage, creating a sustainable cycle,” she explains. Ms. Muraguchi’s father often says that they live with the help of the power of trees. This refers to the positive effects the antibacterial properties and various characteristics of Hiba have on the body. What Ms. Muraguchi herself believes in is the presence of Hiba, its fragrance, strength, beauty, resilience, and much more that it can teach us without the usage of words.

PGG, known for exploring polyester’s potential, always seeks to create something new while harnessing the versatility and appeal of the material, which offers lightweight, easy movement, durability, and adaptability to various designs. “Cul de Sac-JAPON” introduced “Filhiba®”(3), a new material that uses the essential oil of Hiba during the production process, affixing it to a blended yarn made from organic cotton 70% and rayon 30%, boasting quantifiable odor resistance and antibacterial effects. Learning about this new material, PGG envisioned the concept of creating skin-like products. The result is the PGG × Cul de Sac-JAPON fabric(4), leading to the creation of the new T-shirt. The beige color, extracted from samples of Hiba bark and leaves through repeated trials, conveys Hiba’s gentleness. Ms. Muraguchi smiles, “We imagined a product with a natural impression, but the coexistence of gentleness and softness in reality was truly remarkable.”Blending organic rayon’s texture with inorganic polyester birthed clothing with entirely new value and a touch that can be described as almost emotional.