Sankei Meriyasu’s 'EIJI': The T-shirt Aiming to Be the Best One of Your Life Takes on Global Challenges [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on September 6th, 2024
As someone who has lived in New York for many years, consulting on branding for Japanese companies and their executives, I am often struck by both the potential and the challenges Japanese products face in their global expansion. Sankei Meriyasu’s premium Japanese-made T-shirt "EIJI" is a prime example. Recently, the brand has taken its first step into overseas markets by launching a video with English subtitles on the crowdfunding platform, Kickstarter.
From the communication strategies surrounding EIJI’s global outreach, several key points emerge from the story behind the product:
The Concept of “The Best One of Your Life”:
EIJI’s T-shirt aspires to be more than just a piece of clothing; it aims to offer a special garment that stands out in one’s life. Its comfort and timeless silhouette make it a top choice, whether for relaxing moments in daily life or special occasions.The Essence of Japanese Craftsmanship:
With nearly a century of traditional Japanese craftsmanship infused into its production process, each T-shirt reflects meticulous attention to detail, from the careful hand-finishing to the advanced sewing techniques that bring the highest level of precision.Sustainable Material Selection:
EIJI T-shirts use world-class organic cotton, promoting eco-friendly production while appealing to environmentally conscious consumers.
After a two-year development process that included material selection, design refinement, and extensive trials, the EIJI T-shirt has earned substantial support in Japan and is now gearing up for broader global expansion.
Several features of EIJI’s T-shirts are highlighted:
Simple, Timeless Design:
With a minimalist design that suits any gender, age, or body type, this T-shirt effortlessly transitions from casual settings to more polished occasions, making it a versatile wardrobe staple.Exceptional Comfort:
Made from the highest quality organic cotton, EIJI’s T-shirt feels gentle on the skin and remains comfortable even after long hours of wear. Over time, it molds to your body, becoming as natural as a second skin.Remarkable Durability:
A fusion of craftsmanship and modern technology results in exceptional durability, making the T-shirt resistant to frequent washing. Additionally, EIJI offers a lifetime warranty, providing free repairs (excluding shipping) for minor issues like loose stitching or worn collars, ensuring that with proper care, it can be a long-lasting companion.
Upon hearing the news of EIJI's international debut, I was reminded of a story shared by a designer friend. It was about the type of T-shirts and undergarments worn by racers during the grueling Dakar Rally—a race that requires competitors to endure long hours behind the wheel. These racers often wear T-shirts and undergarments that have been worn for years, becoming so soft and broken in that the fabric feels like a second skin. In this state, the garments don’t chafe or constrict, making them feel almost like air. This, they say, is the ideal.
While most of us will never experience the Dakar Rally, in everyday life, when we want to feel relaxed and stress-free, a well-worn T-shirt offers unparalleled comfort.
A T-shirt that feels perfect from new to well-worn is indeed a rare find, and EIJI T-shirts, with their timeless design, premium materials, expert construction, and exceptional durability, embody that ideal. In my own case, though it’s not a T-shirt, I have a simple cashmere sweater that has become such a special item over the years. Whenever I wear it in my home office during the winter, I feel comforted. My tense body relaxes, and the tightness in my thoughts softens, often leading to great ideas.
I believe EIJI T-shirts have the potential to become that kind of special garment. Given their durability, it’s easy to imagine that among the many T-shirts in your closet, EIJI will likely be the one that lasts the longest.
So, what is the key to success in approaching the global market? For Japanese companies to thrive internationally, it’s essential not only to offer high-quality products but also to convey the story and values behind those products clearly. In the case of Sankei Meriyasu’s EIJI, the message is simple: “The Best One of Your Life.”
Today, with platforms like crowdfunding, brands can directly connect with consumers worldwide. By effectively communicating their message and building interest, brands can foster meaningful relationships with their audience.
EIJI blends traditional craftsmanship with timeless design, uses organic cotton in response to the growing demand for eco-conscious products, and offers long-lasting durability backed by repair services. These elements position EIJI to attract attention in the global market. However, consistent “brand integrity” and a globally minded approach to “effective storytelling” must continuously evolve to achieve success outside Japan. The truth is that even products deemed “universal” are always being fine-tuned. Branding, after all, is the result of well-managed execution. And the simpler it seems, the more crucial—and difficult—it is to perfect. This is why I hold great hope that EIJI will be yet another success story that showcases the brilliance of Japanese brands and their products to the world.
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