Tabio Co., Ltd. ｜ Creating new value through embroidery. Producing one-of-a-kind socks, unique in all the world. 

Ochi

Our company had already wanted to set up embroidery machines in our Kutsushitaya and Tabio stores and other shops.
We were looking for something that was compact, would fit in with the atmosphere of the store, and was quiet, but we couldn’t find quite what we had in mind. It was right at that time that we received Tajima’s proposal. President Kojima came and gave a presentation. As we listened to him, we felt that this was exactly what we were looking for. 

Kojima

Based on our assessment of Tabio’s anticipated challenges, our proposal outlines how these issues can be addressed through the integration of DG.NET with our embroidery machines.
President Ochi said, “Okay, I’ll buy it!” before I even finished the presentation. I was impressed by how quickly he made the decision. 

Ochi

The timing was really good. We were dealing with many issues at the time, but the moment I realized that we could overcome all those problems by getting Tajima embroidery machines, I knew I had no choice but to go for it. Moreover, it meant being connected online, so I wanted to see all of our stores connected right away. 
We are currently going around to our franchise owners to explain this. Rather than describing this in words, though, it’s faster just to have the owners see the actual product. Those who have seen the product themselves are deeply impressed. We’ve received a lot of feedback from people saying they want to set these up in their stores. 

Kojima

Thank you. 

Ochi

Once you complete the socks by embroidering the customer’s name or initials, or a motif that represents themselves, you get “one-of-a-kind socks. “Many people find value in brands, but I believe that the most important brand is the person himself or herself. Socks with your name embroidered on them become a unique, one-of-a-kind brand. 
Additionally, embroidery does not readily deteriorate, so even if the socks develop holes, the embroidery remains intact. I believe that the final touch to increase the value of socks lies in embroidery. Since the era of mass consumption, there has been a gradual trend towards cherishing items that are uniquely yours, so I anticipate that embroidery will be used for an increasingly diverse range of items in the future.  

Kojima

We always strive to be helpful to our customers and enhance their experience through embroidery. I’m grateful that we could connect with you at the perfect moment. Thank you so much. 

Ochi

That’s right.
For example, at the Kichijoji Kutsushitaya, the area where the staff stands at the entrance is enclosed in glass, and we’ve placed the embroidery machine there. When customers see it, they think, “Ah, so that’s how embroidery is done!” and they can’t take their eyes off it.
I had wanted to utilize it in this manner for some time, and it seems we’ve been able to accomplish everything thanks to this proposal. 

Kojima

An embroidery machine is typically kept out of sight.
I held that prejudice until I visited the Tabio shop. To my surprise, the machine was placed near the sidewalk where it was highly visible. I thought, “You can put it in a place like THIS?”  

Ochi

When you’re think of doing something new, at first it tends to prompt resistance to change. Our company has a department that does embroidery, and in the beginning, they were a little reluctant to switch from the embroidery machines they were used to. But now they’re saying, “Why didn’t we get these sooner?” (laughs) 
It appears that the constraints on employees’ thinking are gradually beginning to loosen, and they are starting to demonstrate their potential. Various initiatives have begun to emerge. For instance, employees at each store are brainstorming their own designs and embroidering them, or they are capturing the facial features of the store manager and incorporating them into the designs, thus creating “local socks.”  

Kojima

As I listen to President Ochi here, I feel he’s surpassed anything we had envisioned. Through embroidery, employees are enjoying themselves and engaging in healthy competition, creating their own designs and transforming them into products. I never anticipated this kind of outcome. It’s teaching me that there are alternative approaches to this! 

Ochi

We also have a booth at music festivals, where we don’t just sell socks, but also provide on-site embroidery services.
These serve as mementos for the artists performing at the festivals, commemorating the date of their appearance, and audience members can purchase them as souvenirs. Rather than buying pre-embroidered items, having them embroidered on the spot adds to their memorability and value. Additionally, we’re cultivating collaborations with artists, which is generating various positive impacts. 

Kojima

I think Tabio is a company that is extremely good at developing new projects and promotions. I am deeply grateful to you for enhancing the value of the Tajima brand itself through such initiatives. 

Ochi

Absolutely, it’s crucial to cultivate the ground for a new culture.
When I think about what we can do with embroidery, there are limits to what I can think of on my own now. I would like young staff members to actually use the machines and create things representing the new culture.
I believe that the horizons of embroidery will continue to broaden even further. 

Ochi

In our company’s management philosophy, we embrace “Fueki Ryuukou,” or “Continuity and Change.” This means honoring both “unchangeable elements” and “innovative adaptations.” While we produce high-tech products like sports socks, we maintain traditional manufacturing methods for our plain socks. Even with technologically advanced items, we ensure they retain essential functions, so changes in materials or non-slip grip placement do not compromise comfort. In a world that prioritizes efficiency, our company meticulously preserves the craftsmanship established since our founding. 
Furthermore, I have been told by the Chairman (founder Naomasa Ochi) to “seek the lasting, not the expedient.” I have been told by the Chairman (founder Naomasa Ochi) to “seek the lasting, not the expedient.” If the fastest way to achieve market penetration involves lowering prices and advertising with lots of commercials, then the truly righteous way means caring for both the vendor and the manufacturer, which then means engaging in work that serves the national interest.  
For instance, if we continue manufacturing products in China and sell them in Japan, it will inevitably weaken Japanese industry. However, if we persist in manufacturing in Japan, it will ensure the enduring viability of Japanese industry. Since industry generates employment opportunities, this will also contribute to increasing Japan’s GDP. That’s why we are dedicated to promoting “Made in Japan” and supporting our industry and economy. 

Ochi

I would like you to do your best to help embroidery culture take root. I hope we can firmly  
establish this culture of embroidery, where clothing stores and fashion accessory shops all over Japan have embroidery machines that anyone can easily use to create their own embroidery.  
I believe that embroidery will revitalize industries that have been having such a hard time up to now, and help preserve Japan’s industries.  

Kojima

As a Japanese manufacturer, we are committed to contributing to Japan’s growth and advancing the development of embroidery as a cultural practice.
While Tabio is a customer of our company, today’s discussion has fostered a sense that our relationship allows us to mutually enhance each other as partners. I am genuinely grateful to cultivate such a relationship.  

Ochi

We will also do our best so that you can use us in Tajima’s PR.
Firstly, I want to focus on maturing the culture of socks a little more. To take an example, it used to be that the value of men’s cosmetics was not recognized, but over the past several years, a variety of products have become available in stores. Similarly, I hope many more people will start really getting into socks. 
When you monogram a suit, it gives you a feeling that says, “This is mine.” Likewise, I think that embroidering your socks and investing them with your own personal sentiments tends to make you value them differently. We are leveraging embroidery to elevate the value of our socks. I believe that embroidery possesses such potential.