Enhancing Daily Life Through Embroidery The Story of Developing a New Brand by Kasamori Corporation
Kasamori Corporation Manager Yoichi Katakura
Kasamori Corporation launched its accessory brand 000 (Triple O) in 2010. What’s special about these accessories is that they are made exclusively from thread, without the use of any metal. Their three-dimensional shapes are created through a combination of “thread balls”—threads wound into spherical shapes—and embroidery. Brand Manager Yoichi Katakura was tasked with leading development of this groundbreaking technology as Project Manager. We asked him for his thoughts about Triple O and his expectations for the Tajima Group.
Creating Accessories from Thread Alone
In 2005, Mr. Katakura was working as a freelance textile designer when he joined Kasamori, an embroidery processing company in Kiryu City, Gunma Prefecture. He was immediately assigned responsibility as Project Manager in launching the company’s own brand. The aim was to leverage the company’s stock of technologies built up over their 140-year history, applying it in creating new products that convey the type of value that only Kasamori can provide. What came up during research into methods to accomplish that aim was the idea of making accessories with thread.
Recalling that time, Mr. Katakura says, “The ideal image was of creating something new, akin to the iPhone. It’s only when the product is presented to the world that consumers realize it’s something they desire. We wanted to create something like that with embroidery. We asked ourselves how we should go about prompting innovation in embroidery. He believed the first thing they needed to do in answering that question was to reset their strategy. Rather than trying to develop something based on specific technologies, they started from scratch, coming up with ideas for the kind of product they wanted to create. Then it was a matter of taking on the challenge of overcoming the difficulties involved.
Turning “Challenge” and “Excitement” Into Power
The product took about two years to develop. Mr. Katakura and the other members of the development team steadily progressed with testing and prototyping, working nights after a full day at their regular jobs. They created numerous prototypes every week, continually making adjustments along the way, including changes to the embroidery program, the thread they used, and the sewing machine speed. Although it was hard to see the finish line, they found encouragement each day by recognizing the slight progress they had made since the previous day. “What our Chairman values is challenge and excitement. When we come up with an idea, we go ahead and try it out. The Chairman’s mindset and the company culture of constantly taking on difficult technical issues really supported us in progressing with development.”
The result of that process was the accessory brand 000 (Triple O). The team succeeded in producing embroidery unattached to fabric, based on a lace-making technique called “Kasamori lace.” They took the process a step further, developing a “3D embroidery” technique that gives the embroidery itself a three-dimensional texture. They did a full reset on their designs, materials, and technologies and came up with a completely new product. This concept is reflected by the three “0”s in the brand name.
A Mission to Enhance Daily Life Through Technology and Design
The appeal of Triple O comes from the unique gentle quality of accessories made from thread. They are lightweight, so they do not cause stiff shoulders, and even individuals who are allergic to metals can wear these items without concern. They also feature a wonderfully gentle look and feel that metal simply does not have, and can be dyed to produce with a wide variety of wonderful colors. “As a result, I think this also gives users a greater number of stylish options. What we want to achieve with Triple O is to fulfill our mission of ‘enhancing daily life through technology and design’.
“I believe that the enhancement we can provide stems from expanding women’s wardrobe options,” says Mr. Katakura. In the development of Triple O, he and his team prioritized a meticulous standard for materials. To capture the brilliant sparkle of jewelry, they devised a completely original form for the basic material—the thread itself.
Faced with the unavailability of a suitable product in existing options, they created it themselves. This attitude also reflects Kasamori’s manufacturing philosophy.
The Tajima Group’s Role in Meeting the Next Challenge
Up until now, Kasamori has utilized Tajima embroidery machines for embroidering branded apparel and producing accessories for Triple O.
In describing his impressions of the Tajima Group, Mr. Katakura says, “They have a large share of the global market and are secure in their position as a brand. I believe they possess a robust support system, always ready to assist whenever we encounter any issues.”
There is a multitude of possibilities to bring joy through embroidery. Mr. Katakura sees great potential for innovation in both hardware and software. Innovations in equipment are categorized under hardware. By starting from scratch in examining the possibilities of designs, materials, and techniques, Mr. Katakura has also now become interested in the evolution of embroidery machines. He says, “Moving forward, I aspire to collaborate with the Tajima Group in the creation of embroidery machines themselves, embodying the idea of ‘it would be great if we could use embroidery to make something like such and such.'”
Created along with the birth of Triple O is the new market of “thread accessories,” tremendously expanding the possibilities of embroidery. The Tajima Group will play a significant role in driving the next wave of innovation.
Kasamori Corporation ｜ Challenge yourself to do what you couldn’t before. Keep at it, and embroidery will have a bright future.
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