Tokyo, Japan — In a bid to breathe new life into Japan’s traditional kimono culture, Tokyo-based entrepreneur Shotaro Kawamura is turning forgotten garments into stylish, sustainable sneakers. His company, Tokyo Kimono Shoes, upcycles vintage kimonos—many of which have sat unused for decades—into globally coveted footwear, retailing at around $325 per pair.
A Modern Twist on Tradition
Kimonos, once a staple of Japanese wardrobes, are now largely reserved for formal occasions. With an estimated billions of dollars’ worth stored away in homes, Kawamura saw an opportunity to repurpose the intricate fabrics.
“By transforming kimonos into everyday items, we preserve their legacy in a new way,” said Kawamura, CEO of Potato Ltd., the parent company of Tokyo Kimono Shoes. Partnering with Asakusa-based artisans—a shoemaking workshop operating since the 1950s—his team crafts sneakers that blend heritage craftsmanship with contemporary design. A single kimono yields 20 pairs of shoes, sold worldwide.
From Closet to Crowdfunding Success
The idea took off in 2022 when Kawamura launched a crowdfunding campaign on Makuake, aiming for $2,068. The response was overwhelming: backers pledged $58,602, confirming global demand. The first batch of 40 pairs sold out in three days, and by 2024, the company had upcycled 690 kimonos (2,732 sqm of fabric) into 4,500 sneakers.
Kawamura sources discarded kimonos from second-hand dealers, where 90% are deemed unsellable due to damage. “Rather than waste them, we give them new purpose,” he said.
Reviving Craftsmanship, Reducing Waste
The venture also supports traditional industries at risk of fading. The collaboration with AxT Inc., a family-run factory, ensures shoemaking expertise endures in Asakusa. “We want customers to appreciate not just the product, but the artisans behind it,” Kawamura added.
The trend aligns with a growing global appetite for sustainable fashion. According to McKinsey, second-hand apparel now makes up 10% of the global market, while Japan’s vintage sector grew 60% between 2019 and 2023.
Beyond Sneakers: Kimonos Reborn
Building on success, Kawamura launched Kimono Reborn Tokyo, offering T-shirts, totes, and hats made from upcycled fabrics. In 14 months, the brand repurposed 1,060 kimonos (4,160 sqm) and expanded to Narita Airport. Future plans include ninja-style “tabi” shoes and even kimono-decorated hotels for tourists.
“Good things shouldn’t be thrown away,” Kawamura said. “By reimagining them, we prove their value lives on.”
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