STAFF: Haru
instagram:haru_02018
Hello! I'm Haru, a fashion geek!
The second brand for our accessories-focused week
is a new label we started carrying
this season.
Their name has spread through social media
and collaborations with big brands,
and I think many people have become even more
aware of them recently due to the Osaka Expo...
The name of that brand is...
goyemon
A product design team started in 2018
by Ai Onishi and Kenta Takeuchi.
They are a brand that seeks to offer designs
that move people's hearts by innovating
conventional concepts through products that fuse
"Japanese tradition x cutting-edge technology."
This is an impactful name that you won't forget
once you hear it.
I imagine there isn't a single Japanese person
who doesn't think of "that guy"
when they hear the name "goyemon," right?
The "legendary great thief" Ishikawa Goemon,
who has been featured in various works
and whose name still resonates today.
It seems goyemon was born by focusing on
that "stealing" aspect of Ishikawa Goemon.
You might be wondering what that means,
but the reason is truly unique and
comes from such a novel perspective that
I was completely convinced, haha.
Essentially, Ishikawa Goemon would steal "things"
using a tool called a "kasugai" (cramp iron)
to rob gold, silver, and treasures.
In turn, goyemon releases products into the world
that steal people's "hearts"
through the medium of "design."
Ultimately, while the act of stealing is the same,
the "thing" being stolen is different.
My heart has been well and truly stolen
by the modern-day goyemon.
And now, a look at the innovative pair
that goyemon offers, which captures
a sense of Japanese tradition like never before.
A hybrid sandal of Setta (traditional sandals) x Sneakers:
"unda" (Cloud-ta)
col.BLACK
¥26,200+tax 
col.TOUGH SUMI
¥26,200+tax 
※Due to brand policy, this item
cannot be purchased online.
Writing this blog led me to research Setta,
and wow, it's so interesting!!
※Please skip this if you're not interested, haha.
Setta is a traditional Japanese item with
a very long history, dating back to the late Muromachi period.
There are various theories, but the most famous
one is that Setta was invented by the
legendary tea ceremony master Sen no Rikyu.
The story goes that when Sen no Rikyu wore
Geta (wooden clogs) to a tea ceremony in winter,
snow would get stuck between the teeth of the Geta,
making it hard to walk; he supposedly invented
Setta by attaching cowhide or similar leather to
the soles of Zori (straw sandals) as reinforcement.
Also, the name was originally called "Sekida,"
and as time passed, it transitioned from
"sekida" to "setda" to "setta," becoming the
form we know today!
"unda" is a reproduction of an item with
such a historical background, approached
from a modern perspective.
Officially, this item is building a new genre
as a "Setta Sneaker" rather than a sandal.
"Wa" (Japanese style) is a culture that has
evolved in its own unique way in Japan.
With various forms of "Wa" in food, clothing, and shelter,
the idea of incorporating Setta—known as a representative
item of Japanese clothing—into fashion is truly
a bolt from the blue!
As for the actual comfort…
It's incredibly good!!
It features an air unit in the midsole.
The footbed utilizes a high-rebound urethane sheet,
realizing a comfort that feels like walking on clouds—
hence the name "unda" (which includes the character for "cloud").
Traditionally, Setta used surface materials woven from
straw, rush, or bamboo skin, but I feel
those are ill-suited for daily use today.
So, goyemon adopted a Kyoto-made fabric woven
with cotton and rayon for the footbed
(the insole shaped to the foot).
The fabric, developed to recreate the look of
bamboo skin, provides a unique "Wa" texture.
It offers a smooth, refreshing feel with little
stifling, evoking a nostalgic sense of
those crisp, dry summer days, allowing you
to physically experience that summer-specific coolness.
Also, regarding the sizing,
the official advice is that
it is considered "iki" (chic/stylish) to wear
Setta with your little toe and heel protruding.
Therefore,
choosing a smaller size is the correct way,
and unlike sandals, the thong is placed in the center,
so your little toe will inevitably
stick out from the edge of the Setta.
It seems many Setta these days don't have the thong
directly in the center, but I want you to experience
the traditional way of wearing this item.
goyemon has created a new style by mixing
Japanese culture with modern-day fashion.
That style is rippling throughout the world,
and it is such an "iki" pair that it was even
adopted for the official Japanese uniform
at last year's Osaka Expo.
Since it's not an item you see very often,
it will definitely stand out when you wear it,
but if you're going to enjoy fashion,
this amount of flair is just right.
I hope you can add this solid item
to your simple summer outfits.
Why not incorporate "Cool Japan" into
"your" style this summer?
Please come and try them on!
My Fashion Obsession Diary EP.171
