2023 Greetings and Reflection

As the year draws to a close and the chill of winter deepens, we hope you are all doing well.

This blog, which I write every year for reflection, made me feel like time flew by so incredibly fast this year, to the point where I thought, "Is it that time already?"

However, this just means I was able to dedicate myself to my daily work with passion, and this is entirely thanks to your continued support and assistance. I would like to take this opportunity to express my sincere gratitude once again.
Thank you always for your support🙇‍♂️

Last year, under the title of "Top 3 Most Rewarding Experiences," I shared a few moments where I personally felt a sense of fulfillment and meaning.

Following that trend, I'd like to announce the "2023 Reflection Top 3," but this time, I've deliberately considered "the future of consumption and current challenges" from my own perspective.

I would also like to take this opportunity to organize my thoughts on how we should approach things in our own unique way starting next year.

 

"The Future of Consumption and its Challenges" 

From Sanpo Yoshi (Three-Way Satisfaction) to Gopo Yoshi (Five-Way Satisfaction)

First of all, have you ever heard the term "Sanpo Yoshi"? It's the concept of "Sanpo Yoshi" which consists of "① good for the buyer, ② good for the seller, and ③ good for society", a value that Omi merchants cherished for a long time to earn trust.

However, recently, the concept of "Gopo Yoshi" has gained attention, and it is said that "in addition to ① good for the buyer, ② good for the seller, and ③ good for society, ④ good for the producer, and ⑤ good for the future" are five perspectives that are indispensable for achieving a sustainable society.

 

Still a lacking perspective: "Good for the future!?"

Now, if we apply the "Gopo Yoshi" perspective introduced above to the current state of consumption in society as a whole, I personally feel that it may indeed still be a lacking perspective.

And even within that, particularly from the perspective of "good for the future," how many people are truly able to consume with the mindset that it's "good for the future" beyond their own immediate needs?

And will this consumption perspective focused on "the future" really take root in society as a whole?

 

Isn't it more of a problem for the consumers!?

If we define the "Gopo Yoshi" approach to consumption as "the ideal future of consumption," can we truly say that the absence of the "good for the future" perspective is a problem for all consumers?

On the contrary, I feel that it is essential that "good for the future" is a fundamental element that satisfies the consumers' own essential needs, rather than something they actively choose. (I hope this makes sense; apologies for my poor explanation 🙏)

In short, I believe this is not solely a consumer issue but also a responsibility that brands and businesses like ours must bear.

Rather, to gradually embed such a "perspective" into society as a whole, it's not enough for just a few companies to tackle it; communication leveraging the unique characteristics of many more companies and brands is essential.

(This means that a single company cannot fulfill this role, and the total volume of corporate activities will significantly impact the expansion of this "perspective." = Simply put, it might lead to the idea that the more ethical initiatives there are, the better.)

Communication that leverages individuality

Furthermore, the "communication that leverages individuality" I refer to here pertains to its underlying reasons.

For example, why do we "challenge social issues with fashion?"

Why can "only we do it??"

There are clear beliefs and unique personal experiences as reasons behind this, and I believe these are the unique characteristics of companies and brands that can never be imitated, no matter how many there are.

And it is in the individual dissemination (including business activities) that maximizes this individuality that there is great meaning, and it will lead to effectively bridging the gap between the "ideal future of consumption" and what is currently lacking.

 

What is LOVST TOKYO-ness?

So, what is our LOVST TOKYO-ness?

We earnestly confront the major social issue of "livestock farming," which is often overlooked by the general public, and we strive to mitigate its continuously occurring negative impacts (see article) as much as possible. Through fashion, we aim to offer choices for a lifestyle that is considerate of the Earth!

Thanks to the increasing attention we've been receiving lately, we've sometimes been targeted by specific industries... sigh. Since launching the brand in 2021, we have been diligently challenging ourselves at our own pace.

Also, we strive daily with the awareness that the money we receive from you through the provision of our products (and worldview) is reinvested into the future (community) that we and you desire. (As shown in the image below)

Furthermore, this year we were able to realize the long-awaited development of domestically produced apple leather, and it is a great honor to have contributed to the revitalization of the domestic market in this plant-based leather field.

Going forward, we want to proactively support the boosting of the "perspective" mentioned above, not just as a brand, but by increasing the number of companies that resonate with our initiatives and solutions 💪

 

Finally, my aspirations for 2024.

This is getting a bit long, so I'll try to wrap it up soon!

I've talked about a big topic like "consumption challenges," but we're still a small brand. To gradually meet the expectations of all of you who support us, I believe we have no choice but to continuously overcome challenges one by one (I apologize for any inconvenience caused by our constant scrambling).

However, I've always wanted to have more opportunities to talk with you all in a calmer setting, so we are currently preparing our own showroom for next year!

It is scheduled to open this spring, so if it opens successfully, we would be delighted if you could stop by.

Also, personally, I've been thinking about creating products for men, so if the opportunity arises, I'd like to challenge myself with that as well. (I've been told by men, "Why don't you have anything for men?" so I hope to have new encounters through these products 😊)

Thank you all very much for your great support this year. We look forward to your continued guidance and encouragement next year.

We wish you all a happy New Year! 🐉✨

P.S. This year, we received a lot of patronage, and while there were some happy cries of "too much to handle," we managed to pull through as a team.

Furthermore, to our customers who have been waiting a long time for pre-ordered items, we sincerely apologize for the delay. We are preparing to ship them as soon as they arrive, so please bear with us a little longer.

 

Kaito Karasawa, Representative of LOVST TOKYO