Business Wire

Avex Releases 100% Hemp Cloth T-shirt

Share

Avex Entertainment Inc. began limited sales from July 30 of the T-shirts from a Japanese fabric brand "majotae" (pronounced "ma-yo-tah-e") on its official website, using hemp*1, the natural, sustainable material that is gaining attention globally.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210804005064/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

100% hemp cloth T-shirt made by majotae (Photo: Business Wire)

By maximizing the company's knowhow in creating entertainment contents, Avex shares with the world a new concept in sustainability—hemp cloth, which combines both comfort as clothing, and earth-friendly, ecological aspects. Avex is cultivating a brand new field of business that creates moving experiences beyond the field of entertainment.

About majotae

Majotae is a brand that utilizes modern technology to resurrect the true texture of the hemp cloth that Japanese people have used since ancient times. The greatest feature of "majotae" is its realization of a texture that overturns the image of typical hemp—as feeling hard and rough—to achieve silky touch and cotton softness.

Avex began this joint project in 2011 together with Shinichiro Yoshida, a leading expert in hemp cloth and an advisor to Avex, and Genbei Yamaguchi, 10th-generation Kondaya obi (kimono sash) artisan. After thoroughly researching the Edo-era production process of hemp cloth, and improving spinning efficiency by replacing the various manual processing methods with the latest technology and knowhow in order to mechanize them, in 2014 the company released softer, high-quality hemp cloth that fits to the body and becomes more supple in texture the longer it is used.

Greatly expanding the use of the sustainable material hemp

Hemp grows quickly, even in barren land and arid regions, without causing burden to the environment. It is gaining attention as the ultimate ecological material*2.

Until now, only woven textile could be produced which was limited in use due to the characteristics of hemp fibers. Now, by developing a thread that is more resistant than previous one which would break when it is spun, not only plain weaving, but the production of knitted fabric made from 100% hemp fiber became possible*3. Due to this, Avex is able to expand the use of hemp cloth not just for shirts and kimono, but also knitted fabric products such as T-shirts and sweatshirts that until now commonly made from cotton and synthetic fibers.

As an ecological and a natural material*4, "majotae" is physically comfortable to be used in T-shirts and various other daily items, we expect that it will greatly reduce barriers to sustainability.

Going forward

In 2018, the company acquired international patents*5 for the production and manufacturing processes of hemp cloth, and we will continue research and development. In order to achieve the increasingly important goal of realizing a sustainable society, we will position hemp cloth as an ecological material of the future and continue to release "majotae" products in the lifestyle field.

*1: The raw material is harmless hemp that contains no hallucinogenic substances

*2: The amount of energy needed to manufacture 1 ton of hemp fiber is about one-third that of cotton (hemp uses 8.2GJ, while cotton uses 25.2 GJ). Source: Hemp Dokuhon, Yoshiyuki Akahoshi, 2006.

*3: Compared with other flax fibers, such as linen and ramie, hemp fibers are non-uniform and straight, which causes low thread elasticity, makes it easy for threads to break when they are spun and, in particular, knitted cloth, which requires more thread elasticity than woven cloth, is difficult to produce.

*4: Key characteristics of hemp cloth: continued use leads to rich texture, softness, durability. Quick drying, moisture and heat retaining due to the characteristics of its air-holding structure and the quality of the fibers.

*5: Spinning efficiency is improved by using enzymes to soften the raw material of bast fiber (all flax fibers) and using a strong alkali to twist the fibers. Patents acquired in Japan, Taiwan, the US, China, France, Belgium, Spain

Overview of the T-shirt

Concept: A T-shirt that offers comfort and sustainability via its raw material
Price: 19,800 yen (Tax included. Shipping not included)
Sizes: available in four sizes 0 (M), 1 (L), 2 (2XL), 3 (4XL)
Quantity: limited initial quantity
Point of sale: Majotae brand site

Majotae official Instagram account

Majotae image video

About Avex

Avex is a comprehensive entertainment company that includes a music business, anime & video business, and live concerts and events business. Our mission is to spread new culture by sharing new values and messages that are yet to be established in the world.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

For Media inquiries:
Avex Entertainment Inc.
Majotae project manager: Hirokazu Watanabe
majotae@av.avex.co.jp

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

REPLY: Countdown to the Reply Cyber Security Challenge 202128.9.2021 09:30:00 CEST | Press release

On the 15th of October 2021, Reply will launch the fourth edition of the Reply Cyber Security Challenge, a team-based coding competition open to young professionals and cyber security enthusiasts from all over the world. This year’s edition will be supported by Intesa Sanpaolo, one of the top banking groups in Europe, and Immersive Labs, the platform empowering businesses to increase, measure and evidence human capability in every part of their cybersecurity. Intesa Sanpaolo‘s support confirms its commitment to increase education, awareness and training on cybersecurity among young people. Improving cybersecurity knowledge, skills and judgement is Immersive Labs’ mission and the Reply Cyber Security Challenge represents a new and engaging way to power up people’s cyber capabilities. The challenge, which in 2020 welcomed more than 10,000 participants from 160 countries gather together in 2,380 teams, aims to put teams (from 2 to 4 players) in competition in a 24-hour marathon, Capture T

Speech Processing Solutions (SPS) becomes a Nuance Dragon Medical One Distributor in Europe and Asia Pacific Region28.9.2021 09:02:00 CEST | Press release

Speech Processing Solutions (SPS), a leader in professional dictation, has announced they are joining forces with Nuance Communications as an official distributor of Nuance Dragon Medical One, the leading cloud-based speech recognition solution for clinical documentation, in Europe and Asia Pacific Regions. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210928005069/en/ © Philips Dictation (Photo: Business Wire) One-stop shop for all voice-to-text needs This agreement enables SPS to become a one-stop-shop for healthcare solution partners and resellers providing dictation, speech recognition, and transcription software, as well as all hardware needs. The Nuance Dragon Medical One solution, which allows clinicians to document the complete patient record by voice, can now be easily combined with leading dictation workflow software and dictation hardware, such as the leading Philips SpeechMike line-up. Dr. Thomas Brauner, CEO of

Tigo Energy to Reveal New Solutions for Solar Fleet Management and Fire Safety at Intersolar Europe28.9.2021 09:00:00 CEST | Press release

Tigo Energy, Inc., the solar industry’s worldwide leader in Flex MLPE (Module Level Power Electronics), confirms the Company’s presence at the upcoming Intersolar Europe in Munich, Germany. Tigo representatives will showcase the entire family of Tigo TS4 Flex MLPE devices, including the recently introduced TS4-A-2F and the Tigo Energy Intelligence software platform. Together, these Tigo products make up the most cost-effective and advanced solution for rapid shutdown on large-scale solar projects. Tigo Energy has led solar innovation with its Tigo TS4 Flex MLPE by providing the freedom for customers to choose the features and components for their solar installations. Over the past 12 months, Tigo released key updates and innovations to its Flex MLPE product line to address the growing demand for high-power solar modules and energy projects that call for a diversified set of fire safety, monitoring, management, and power optimization features. “The Tigo TS4 is a fixture in the systems w

Galderma to Unveil Ground-breaking Data From Across Its Leading Dermatology Portfolio and Showcase Major Update for Sensitive Skincare Brand CETAPHIL ® at the 2021 EADV Congress28.9.2021 08:30:00 CEST | Press release

Galderma’s presence at the 2021 European Academy of Dermatology and Venereology (EADV) virtual congress on September 29 – October 2 will reveal new data and showcase the company’s sophisticated portfolio and services across the spectrum of dermatology. The company’s redesigned virtual booth will have dedicated areas presenting Galderma’s innovations in Consumer Care and Prescription Medicine. Unveiling new data in Prescription Medicine The congress will see the unveiling of exciting new data from Galderma relating to rosacea, acne, actinic keratosis, atopic dermatitis and prurigo nodularis. Attendees will have the opportunity to ask questions to the faculties during live Q&A sessions. On Thursday, September 30, Professor Alison Layton^ will chair the symposium Personalizing Acne: Consensus of Experts to Optimize Acne Management. Together with her co-speakers, Professor Layton will provide practical solutions for longitudinal management of acne. On the same day, Professor Gil Yosipovitc

ThreatConnect Expands Into South Africa, Partnering With Leading MSSP28.9.2021 07:00:00 CEST | Press release

ThreatConnect, Inc.®, the leader in reducing complexity and enabling better decision-making in cybersecurity, announced that it has entered a strategic partnership with BUI, Microsoft’s largest Security and Consulting Partner in South Africa. BUI is an award-winning Microsoft Azure Expert MSP, a member of the Microsoft Intelligent Security Association, and a Gold Microsoft Partner delivering cloud and security solutions, as well as professional services, in SA and across the world. With Cyber Risk Quantification (CRQ), Threat Intelligence Platform (TIP) and Security Orchestration, Automation, and Response (SOAR) capabilities combined, ThreatConnect unifies the actions of the security team around the most critical tasks, supports their response with streamlined and automated workflows, and strengthens the entire security ecosystem through powerful technology integrations. With ThreatConnect’s comprehensive intelligence-driven SOAR, BUI (among other MSSPs) sees a plethora of immediate be

GlobalLogic Launches Collaborative Hub Based in Lumada Innovation Hub Tokyo28.9.2021 02:00:00 CEST | Press release

Hitachi, Ltd. (TSE: 6501, “Hitachi”) and GlobalLogic*1, a Hitachi Group Company, today announced the launch of a collaborative hub to promote digital transformation (DX) services in the Japanese market. Based in the Lumada Innovation Hub Tokyo*2, a co-creation base for Hitachi, this collaboration hub combines capabilities of GlobalLogic and Lumada. Delivering on the joint integration strategy, this partnership aims to jump-start GlobalLogic’s entry into Japan, and will accelerate business development for design-led Digital Engineering services of GlobalLogic, establishing a system to support customers in Japan starting from fiscal 2022. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210927005848/en/ A workshop connecting “Lumada Innovation Hub Tokyo” and GlobalLogic's Design and Engineering Centers. (Photo: Business Wire) "The market demand for DX continues to grow at a fast pace, as global brands increasingly leverage digit

SpeeDx and SynGenis Partner for Custom Oligonucleotide Synthesis28.9.2021 00:00:00 CEST | Press release

SpeeDx Pty, Ltd. a developer of innovative molecular diagnostic solutions announced investment in SynGenis Pty Ltd., an experienced oligonucleotide manufacturer based in Western Australia. The partnership will bolster internal capacity of SpeeDx to support large-scale increases in manufacturing while developing and expanding sovereign capacity of important raw materials used in molecular diagnostics. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210927005329/en/ In addition to securing local supply chain to strengthen sovereign capacity for critical diagnostics and a more robust national health infrastructure, SpeeDx investment in local industry serves to fast track the growth and reach of SynGenis in the global diagnostics market. (Graphic: Business Wire) “We have invested considerable resources into our production scale-up processes to support the increase in testing seen as a result of the global pandemic,” said Tom Lin,