Photo= Clothes and bags from the new fashion brand "Aogoromo" mainly using indigo-dyed textiles (Nakagyo Ward, Kyoto)

Women's clothing and accessories brand "Aogoromo," with a focus on indigo-dyeing, was launched by textile manufacturer "Willbe Corporation" of Nakagyo Ward, Kyoto. It is a rare occasion for a Western-style clothing brand to adopt indigo-dyeing, which is mainly used for kimono and handcrafts.

The company has sold indigo-dye materials for women's wear wholesale to dress manufacturers since it was founded, but demand has decreased. Accordingly, Willbe Corporation started its own brand for the first time, stating, "We want to make the best use of Japanese traditional techniques in modern times."

The deep coloring was created with a unique technique, in which blue, yarn-dyed fabric from which the color has been removed is indigo-dyed. The company asked young designers in Kyoto to create dresses, blouses, bags, and other items, using 11 patterns, such as "Nishikigoi," or a colored carp and mountain cherry blossoms. They also introduced bold, Japanese patterns, including Mt. Fuji, black kites and so on. They are sold at department stores' special events and retail stores in Tokyo.

As there has been positive feedback from the female demographic in various ages and foreign visitors, the company expects net sales of about 30 million yen in the first year. Company representative Makoto Ito said, "We want send out traditional indigo-dyeing with a new sensibility."