Kamakura Shirts’ "Ultimate Samue": A Perfect Blend of Tradition and Modernity, Returning to Roots with Innovative Branding [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on October 22nd, 2021.
What sets enduring brands apart is their unwavering respect for their origins—the place and principles where they began. These brands continually adapt to the present while keeping an eye on the future, all while maintaining a consistent presence that feels both timeless and relevant. This ability to remain "current" is a hallmark of brands that survive the test of time.
One such brand, well-known among business professionals, is "Makers' Shirt Kamakura," commonly referred to as "Kamakura Shirts." The brand has long been a reliable ally for business people, consistently understanding the demands of daily life and offering products that never fail to deliver a high level of quality.
Recently, Kamakura Shirts embarked on an intriguing project—developing the "Ultimate Samue" in collaboration with a local temple in Kamakura, their hometown. This stylish, everyday samue—a traditional Japanese workwear—was launched through a pre-order campaign on the crowdfunding platform Makuake.
Before diving into the details, I recommend watching their promotional video:
This samue merges the essence of Kamakura, the brand's birthplace, with the expertise of Kamakura Shirts and the rich traditions of Japanese temples. The functionality of this garment is evident, reflecting the brand's global outlook as it expands beyond Japan to cities like New York. In the wake of a global pandemic, where remote work has become the norm, the demand for "homewear that doubles as outerwear" has surged. The smart design of this samue, crafted by a shirtmaker, seems to strike a balance between tradition and innovation—an intriguing fusion.
Moreover, the lack of gimmicks and adherence to the Ivy style—a core principle of Kamakura Shirts—provides a reassuring sense of authenticity.
This samue is made from stretch denim by Kaihara, a Japanese textile company renowned worldwide. The fabric’s flexibility allows for a slim silhouette, achieving a stylish yet comfortable balance that feels uniquely modern.
Personally, I was captivated by the image of a man on the beach, carrying a surfboard while wearing the samue. He paired it with a T-shirt underneath, leaving the samue jacket open, and completed the look with sneakers—a style I’d describe as "SAMURAI Surfer." The well-tailored samue bottoms, akin to high-quality jogger pants, embody a smart, comfortable style that resonates with the ongoing shifts in our fashion landscape.
Since 2012, when Kamakura Shirts decided to expand into New York and secured their Madison Avenue store location, I have had both personal and professional ties with President Nanako Sadasue. In a conversation, she shared that this project was primarily driven by her brother, Director Teppei Sadasue. The individuals featured in the video and photos include monks from the collaborating temple, Kamakura Shirts employees, and close friends. The decision to use real people instead of models highlights the brand’s intention to clearly communicate what matters most to them, allowing people to easily see themselves reflected in the brand.
Shortly after the launch on Makuake, the first batch of reservations sold out almost instantly, demonstrating that this branding effort has truly resonated with their audience.
Although Kamakura Shirts temporarily closed their New York store at the end of last year, the brand still has a loyal following in the city. These fans would undoubtedly be eager to experience the Ultimate Samue—a garment that marries Japanese tradition with a global perspective, delivering functionality and style. As I watched the promotional video multiple times, I couldn't help but be moved by the words of Director Teppei Sadasue, shared towards the end of the blog detailing the project’s development:
“This ‘Samue Project’ seems to have created a small circle centered in Kamakura, led by Kamakura Shirts. If we can expand this circle from Kamakura to the rest of Japan and eventually to the world, it would be our greatest joy.”
I am confident that Kamakura Shirts will soon re-enter the Western market in a new form. This is the power and reach of a brand—one that successfully integrates tradition and modernity into people’s daily lives. Kamakura Shirts is a brand to watch closely in the coming years.
