New brand capitalises on Asakusabashi artisans
08/04/2022
Beginning with 10 “lifestyle” products, including soft furnishings, footwear, small leathergoods and other items for the home, the company said that it plans to release new designs on a weekly basis. Prices range from between around $15 and $200 per article.
All leathergoods are made by hand by artisans working in Asakusabashi, which boasts a leatherworking heritage of over 150 years, with the leather itself imported from small-scale tanneries located in and around the Santa Croce district of Florence, including previously discarded scraps from the factory floor.
Hero International stated that its intention is to help revitalise the Asakusabashi area’s leather industry with DECi’s launch, as many local workshops have struggled in recent years due to issues relating to an aging population, overseas competition and the negative impact of the covid-19 pandemic.
A documentary-style video which profiles and follows the “daily life” of brand artisans and their imagined successors was created to support its initial marketing campaign.
Image: DECi.
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