BLUE BLUE JAPAN
Seilin & Co. · Japan
BLUE BLUE JAPAN is a Tokyo-based clothing brand founded in 1996 under Seilin & Co. It is known for everyday garments dyed with natural indigo, including shirts, denim and sashiko coats.
| Founded | 1996 |
|---|---|
| Company | Seilin & Co. |
| Base | Tokyo, Japan |
| Flagship | OKURA, Daikanyama |
| Signature | Natural indigo with sukumo |
| Website | bluebluejapan.com |
What is BLUE BLUE JAPAN?
BLUE BLUE JAPAN is a clothing brand from Tokyo, founded in 1996 under the company Seilin & Co. It is built around Japan's indigo dyeing tradition and applies it to everyday clothing.
Products and positioning
The brand makes basic and everyday garments, including indigo-dyed shirts, denim and sashiko coats. Its signature is a pure indigo dye method using sukumo, fermented indigo leaves. The process runs from planting and harvesting through drying and fermenting to reducing the leaves into dye. The brand also hand-dyes with natural indigo and uses complementary dyes to extend its colour range.
Distribution
The flagship store OKURA in Daikanyama, Tokyo, opened in 1993, before the brand itself, and was built by staff using materials such as driftwood and discarded metal. It also stocks selected overseas goods. BLUE BLUE JAPAN is also sold internationally through retailers such as SSENSE and HBX, and has appeared at Harvey Nichols in London.
Why it matters
BLUE BLUE JAPAN is a leading example of Japanese brands that turn traditional craft dyeing into contemporary casualwear, introducing indigo to new generations of customers in Japan and abroad.
Frequently asked questions
Where is BLUE BLUE JAPAN from?
BLUE BLUE JAPAN is a Tokyo-based brand founded in 1996 under Seilin & Co.
What is BLUE BLUE JAPAN known for?
The brand is known for everyday clothing dyed with natural indigo, such as shirts, denim and sashiko coats.