The Isetan Mitsukoshi group, the largest department store group in Japan, will introduce items jointly developed with Avex Group Holdings Inc. using "majotae" hemp fabrics, Isetan Mitsukoshi Holdings Ltd. announced March 23.

It is part of the "JAPAN SENSES" campaign in the spring of 2015 that aims to present Japanese excellence transcending time as a new value, both at home and abroad.

"majotae" is a new fabric that has been revived as the modern age "taima-fu," or hemp fabric, which was used in ancient Japan. "majotae" is a rebirth of the "fabric forgotten by Japanese people" made using harmless hemp material through a collective effort by Shinichiro Yoshida, head of the Asafu Institute (modern hemp cloth research center) that is an authoritative entity on natural fabrics research, Genbei Yamaguchi, Kyoto Obi-sho Kondaya Genbei X, who has a deep knowledge on the allure of Japanese fabrics, and the Avex Group.

"majotae" dries quicker and retains heat better than cotton, and is tough yet becomes soft with repeated use. On this occasion, Isetan Mitsukoshi presents the attractiveness of the fabric that has long been loved by Japanese people and the possibilities for the future through a wide variety of items.

Starting with the "JAPAN SENSES" campaign for 2015 taking place at the Isetan Shinjuku Main Store, the Mitsukoshi Nihombashi Main Store and the Mitsukoshi Ginza Store from March 25 (Wed.) to April 7 (Tue.), Isetan Mitsukoshi will use "majotae" as its exclusive fabric not only for fashion items but for diverse merchandise throughout this year.

President and CEO Hiroshi Ohnishi said, "This is a natural fabric that can be used throughout the year in various scenes in people's lives and which has the potential of leading the way to a 'material revolution' around the world from now on. We hope that many customers will visit our stores and feel the wonderfulness of 'majotae' by holding the items in their hands."

A video press release provides further details including the background of the work related to "majotae": http://www.imhds.co.jp/english/news_release/

Official website of "majotae": http://majotae.com/en/

Source: Isetan Mitsukoshi Holdings Ltd.