This season, 2024 S/S, MidiUmi is introducing their new "SOIL" series.
SOIL is a word that means earth, soil, and soil.
MidiUmi has always been conscious of sustainability and has been working to be kind to the earth, using organic cotton and incorporating recycled materials into its items. This has not only been limited to the creation of items, but has also focused on what can be done "now" in store design and shop fixtures.
And this season we have released a new series called the "SOIL Series."
We have previously produced items using recycled materials, but if even a small amount of other materials are mixed in, it is difficult to recycle them again. For this SOIL series, we have selected and used only natural materials without mixing them with other materials.
This means that we only use natural materials for everything from the threads and interlinings used in sewing to the buttons, and finally, when the clothes are disposed of, they are returned to nature rather than burned.
When creating a new item, it is inevitable that a certain amount of carbon dioxide will be emitted.
Our goals are to not stop recycling, not mix materials, not produce new petroleum-based raw materials, and not burn them when disposing of them.
Even if they are disposed of by burning, natural materials will emit less carbon dioxide than burning petroleum-derived materials, making them environmentally friendly. The SOIL series is an initiative that aims to increase this cycle, even if only little by little.
All items are marked with a logo featuring the kanji character for "earth" (soil) and are sewn with natural thread.
While regular tags are fastened with white thread, the SOIL series tags are fastened on all four sides with red stitching made from organic cotton, which adds an accent.
The parts used in the items are also made from natural materials, such as shell buttons, each with its own unique luster.
The casual items from MidiUmi are typical of this brand, and the natural texture with a nuanced feel is also appealing.
