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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    EASY TO WEAR, JUST FOR YOU.
  • BRAND :
    KIYASUKU
  • ADVERTISER :
    CO-WARDROBE
  • AGENCY :
    HAKUHODO KETTLE INC., TOKYO/ HAKUHODO INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MASANOBU HINO
  • CREATIVE DIRECTOR :
    DAIJIRO TOMIKU
  • ART DIRECTOR :
    KOGA SHIMURA
  • PR AGENCY :
    HAKUHODO KETTLE INC., TOKYO
  • PR DIRECTOR :
    MASANOBU HINO
  • BACKGROUND OVERVIEW :
    People who are physically challenged because of disability or illness cannot select clothes they want to wear. They have been forced to consider wearability over personal preference when deciding what to wear each day.

    KIYASUKU has been designed and launched as the world’s first online service created to solve this inconvenience with mothers of children with disabilities, and it alters ready-made clothes to make them easier to wear and sends them back to users.

    Our mission is to give everyone a daily life where they can wear the clothes they want to wear. This service has gotten people talking in Japan and has won Japan's largest design award and advertising award. It has raised awareness of everyone’s right to wear what they want, regardless of their physical disabilities, and the option of altering clothes for that purpose.

    To do the job, we have organized a team of mothers who have a special knack for altering clothes. KIYASUKU allows moms all over Japan to take orders, alter them, and ship them back from the comfort of their own homes. KIYASUKU also created new jobs for moms who were unable to go out to work because of their own child’s care needs.