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History of
The Kasuga Family
environmentally conscious brand
Environmentally conscious brand
An eco-friendly brand founded in 2013 by Hideyuki Kasuga (Ph.D. in Engineering) under the slogan “PRODUCE & RECYCLE.”
Based on Japan’s unique new aesthetic sensibility, [WABI contemporary],
the brand develops eco-friendly materials and offers products across various categories.
In addition, founder Hideyuki Kasuga advocates "Reiwa Modernism" and is curating a lifestyle that blends the old and the new, originating in Japan, at
What is [WABI contemporary]?
Wabi. The beauty of Ginkaku-ji. In the Reiwa era, what we wish to cherish is this uniquely Japanese aesthetic sensibility—one that has been passed down through the ages and has shaped our concept of beauty:
. “hide k 1896” creates a new aesthetic sensibility that elevates wabi.
. It is not merely about simplicity, but a modern wabi that is delicate, beautiful, intellectual, and at times global.
. That is “WABI cotemporary.”
Hide K's Archives 1896
The History of hide k 1896
2013
founded
Hideyuki Kasuga, a Doctor of Engineering, founded [hide k 1896] as a company specializing in eco-friendly materials.
CT _ composite textile
We have successfully developed "composite textiles," an eco-friendly material designed for recycling that combines textiles such as carbon and hemp with soft resin.
small items
We have launched a line of small accessories, such as business card holders and wallets, made from [Composite Textile_Carbon], as part of our efforts to develop this market.
2016
in collaboration with Lexus
We are announcing the [LEXUS Collection School Backpack], created in collaboration with LEXUS. It will be available in limited quantities at Lexus dealerships.
in collaboration with LEICA
Announcing a limited-edition collaboration model with LEICA. The camera body features [Composite Textile_Carbon].
2017
Bag Collection
We have successfully developed a softer [composite textile] and are launching a bag collection.
2020
Green Composite Hills
A consortium has been formed under the leadership of hide k 1896, bringing together industry, academia, and government to build a circular economy. Participants include Mitsui Chemicals, Shinshu University, Nagano Prefecture, Nagano City, and Ichihara City (as of April 2023).
2021
EV car
The company has unveiled a compact EV developed with environmental harmony as its core concept. The product design was handled by Kota Nezu.
furniture collection
We developed and unveiled a line of circular furniture in collaboration with three furniture manufacturers. The product design was handled by Keita Shimizu.
2022
TW _ Transwood
We have successfully developed a new, recyclable wood material [TW: Transwood] composed of 50% wood flour from thinned timber and 50% biomass resin produced from waste cooking oil and other sources.
2023
The Three Collections
We are pleased to announce the launch of the TW Tableware Collection [Retwa Collection]. The product design was handled by Kengo Kuma.
flagship
The flagship store will have its grand opening in Omotesando on April 19, 2023.
History of the Kasuga Family since 1896
The History of the Kasuga Family
The Kasuga family, whose roots trace back to the textile wholesaler Kasuga Shoten in the Zenkoji area of Nagano City in 1896,
has sought to transform its business with a focus on “the environment and resources” in response to changing times.
1896
1st generation
, the first-generation founder of Kasuga Shoten, a hemp wholesaler
In the area around Zenko-ji Temple in Nagano Prefecture, once a major center for hemp cultivation, the first-generation Eitaro Kasuga founded "Kasuga Shoten, a Hemp Wholesaler" (
).
1944
2nd generation
Eitaro Kasuga II
Industrial manufacturer Nippon Kizai Founded
Taking the development of “Kinuma Packing”—an eco-friendly component made by upcycling waste hemp and silk materials (
)—as an opportunity, the company shifted its business focus from the commercial to the industrial sector.
1984
3rd generation
, President of Nippon Kizai
The company shifted from using natural materials to synthetic materials such as fiberglass and expanded its business through environmentally conscious management practices.
2009
4th generation
Hideyuki Kasuga
Nippon Kizai has changed its name to NiKKi Fron
Hideyuki Kasuga, the fourth-generation head of the family, succeeded the family business [NiKKi Fron Group] in 2009
after working as a researcher in composite materials in France. He promotes the harmonization of environmental sustainability and business operations.
He renovated the existing factory into a next-generation facility [the NiKKi Fron Park] centered on the theme of “harmony between people, nature, and the factory.”
At the same time, he conducted research into recycling technologies for “PTFE,” a super-engineering plastic handled by the family business.
( Patent obtained in 2018 )
2012
4th generation
, Hideyuki Kasuga, founded the company in 1896
Hideyuki Kasuga established his own company to focus on creating environmentally sustainable, high-value-added businesses originating in Japan, building on his experience in balancing environmental considerations with business operations within his family business and his experience in global expansion.
He founded [hide kasuga 1896] in Tokyo.
2013
4th generation
Hideyuki Kasuga
Eco-friendly Brand
hide k Established in 1896
Since founding [hide k 1896] in 2013 as an eco-friendly brand, we have developed products across various categories using high-value-added materials and have expanded into the global market.
