In Japan, there are work clothes called "maekake" used by wrapping it around the waist like an apron, worn by workers mainly in liquor, fish, and rice stores. These aprons are said to have originated around the 15th century. Their form has become more modernized since the Edo period. The "yagō" (shop number) is dyed directly onto it, used as a uniform and for advertisement. Toyohashi City of Aichi Prefecture is known as the central production area of ​​these aprons. Although its production increased in the apex demand post-war, the need for these aprons decreased with the times. Factories that can weave the specific thick fabric "ichi-gō," has sadly diminished to one. We questioned how we could connect the culture and industry of these aprons that are in such a precarious position.

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We designed the package for apron brand "Anything," together with the craftsmen of the last "ichi-gō maekake" manufacturing factory. Up until now, the aprons were wrapped in vinyl, similar to how T-shirts are commonly sold. However, in its folded state, the overall pattern is not visible, and its unique texture cannot be felt of the "ichi-gō maekake," hard to recognize it as an apron. As it was difficult to display them on the store wall due to limited space, we aimed to innovate the sales of the apron with design. We printed on rice bags, with legs illustrated to fit under the miniature version of the apron of the same pattern as the product inside. By arranging these together in the store, the brand's diverse lineup could be conveyed easily, at the same time how it is worn. We also aimed to maximize its value through a package that deals with various issues in stores, such as creating a small hole at the back to quickly check the texture of the apron.

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Sales dramatically improved as so did the shopping experience, now sold at airports by tourists purchasing these as souvenirs. Also, the aprons are now selling in cafes, gardening shops, and general stores in cities such as New York and London. In Japan, restaurants that are using these as uniforms, where companies and brands have begun to produce original aprons for uses such as PR and novelties. In the four years since the renewal, sales have more than doubled. Although productions were in a precarious position, they have now been revived and established as a business. We hope for these traditional aprons that symbolize Japanese merchant culture, will spread all over the world.