From 2005 to 2008, I worked in a French design studio in Ho Chi Minh City, Vietnam. In there, I met artisans who are specialized in the art of hand-embroidery , and I realized that the creations of hand-embroidery are boundless. At the same time, I was faced with the reality that hand-crafted products are being neglected in the world of mass-produced fashion. In fact, the number of artisans are decreasing day by day. I think this is a serious problem not only in Vietnam but also in the world.
When I started “costa-japan”, I thought I just wanted to create something using hand-embroidery with artisans I met in Vietnam. But now, my intention has gradually changed: I must protect these precious hand-embroidery technique as long as possible to prevent them from extinction.

Here, I would like to share one of my experience. One of our garment was stolen in a shop before. When I heard about it, I dissolved into tears in front of many people there. Maybe, a stolen garment is not a big deal in this consumerism society. However, for me, it wasn’t. The faces of all our artisans was coming up to my mind, and I felt we were insulted. Everyone, the sewer, embroidery artisan, organizer etc. who were involved with that one garment are our precious friends. It was a very sad experience. But at the same time, I realized that I’m putting my heart into each and every piece of garment. I couldn’t convince myself that “ It was stolen…

”Now, the purpose of“costa-japan”’are the following, 1: to be passionate about making each piece of garment with our friendly and professional artisans, 2: keep making these garments with them and not letting hand-embroidery in Vietnam to be extinct and 3: provide consumers with true, pleasing buying experience through our garments. Thank you.

– Ruiko Kurihara