Japan’s Familiar childrenswear popping up overseas

Japanese childrenswear brand Familiar is opening its first-ever pop-up stores overseas, in Paris and London.

Four women in Kobe started the company in 1950, making clothing for infants and children. Their focus was on quality of materials, and over the years they have developed designs with refined sewing techniques and patterns. Their push into the European market also has a focus on materials, handiwork and children’s experiences, expressed as the Japanese concept of “hitotema”.

In the pop-ups, visitors will be able to try on five types of adult ponchos in order to experience the feel and quality of Japanese fabrics. There will also be spaces where children can interact and create their own designs with patterns using thick paper stock, fabrics and buttons.

The pop-ups in London will be at Livingstone Studio (September 17-20) and Japan Green Medical Centre, Acton (October 3-7) while the Paris pop-up is at the Japan Store, Isetan Mitsukoshi (September 19-October 7).

As a special giveaway at the pop-ups, participants in the experiential booth will be given fluffy Oboro towels.

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