A couture shirt woven from fallow-field Shimane cotton lands on Isetan Shinjuku's lingerie floor
A small Shibuya sustainability label is selling a limited run of shirts spun from cotton grown on fallow Shimane rice terraces inside Isetan Shinjuku's lingerie floor — a modest but telling sign of how far traceable, domestically grown fashion material has moved from niche craft fair to department-store floor space.
Juliette Co., Ltd., the Shibuya-based company behind the organic-cotton brand nanadecor, is selling a limited capsule of shirts, blouses and pyjamas inside Isetan Shinjuku's Main Building from October 7 to 20, as part of the store's "think good 2026" sustainability fair, the company said.
The capsule is part of a project nanadecor calls "Seed to Wear," started in 2021, built from cotton grown on fallow rice terraces in Unnan, Shimane prefecture — the Sanno-ji terraces, listed among Japan's "100 Terraced Rice Fields." The company said it converted the fallow paddies to cotton cultivation that year, and the resulting ultra-long-staple cotton, which it calls extremely rare worldwide, is grown without pesticides and picked by hand, with every stage from seed to spinning and sewing carried out in Japan.
Items on sale at the Main Building's third-floor Ma Lingerie section run from a ¥71,500 shirt — woven with an organic-cotton warp and the Shimane-grown cotton as weft — to an ¥88,000 blouse and a ¥77,000 pair of pyjamas, all in sizes M and L and tax included, nanadecor said, in a limited run.
Giving three weeks of lingerie-floor space to a small, traceable domestic-material story is as much a product test as a promotional one — the same logic the depachika food hall has long used to read demand for a maison before committing bigger floor space, applied here to Japanese agriculture rather than food. It is a small-scale trial: three garments, two sizes, one brand. What is worth watching is whether Isetan repeats the slot for nanadecor, or another domestically grown material story, beyond this single fair.