Denim Matsuri

The Three Treasures of Denim Matsuri

Many of you who have visited our 45R store are likely familiar with "Matsuri."
This event, pulsing with energy, involves the entire team coming together as one. It's not just a store event; it's a traditional festivity for us. And the symbols of 45R Denim Matsuri are known as the Three Treasures.

First, we have the "Chochin" (lantern). This special lantern softly glows with a vermilion light, featuring the 45R logo and a golden Hinomaru.
The lantern's color, known as "Ginshu," is a yellow-tinged vermilion, reminiscent of the sun, the color of blood, and the hue of life's beginnings—cherished since ancient times as the oldest shade of red.
Instead of using pre-made vermilion paper, we immerse our brushes in red ink made from polished Ginshu vermilion pigment, carefully painting each lantern.
This meticulous process creates a gradient reminiscent of ink wash paintings, enhancing the festival atmosphere as it gently sways.

Next is the "Noren" (curtain).
This curtain is made from a rare type of hemp known as "karamushi," the fabric for which takes a year to produce—from planting the seeds and nurturing the plants to harvesting and spinning the threads into fabric.
This fabric is then repeatedly dyed with carefully nurtured indigo, resulting in a curtain that is surprisingly light and supple, boasting a deep, vivid color. Our 45R noren, proudly displayed, will gracefully fade over time, growing more beautiful with each passing year.

Lastly, we introduce the "Fukurou."
This name combines "rou" from the Matsuri team's moniker "Matsuri Yarou" (Festival Guys) with "fuku," symbolizing happiness.
The Fukurou, palm-sized and unobtrusive, serves as a cherished guardian deity of the festival.
When you attend our Matsuri, try to spot the Fukurou standing quietly somewhere, its eyes softly twinkling as it watches over the festivities.

With these Three Treasures, the Denim Matsuri is ready to begin!

Denim Tale Continued

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Read More
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