The Origin of the Gift Tie “Altair”

It’s a challenge to cool biz in Japan.

The Origin of the Gift Tie “Altair”

The half-life of a tie maker

 

The history of FUJIO URAWA dates back to the founding of the tie company Altair. It’s a story about Ueno right after World War II. Tie craftsman “FUJIO URAWA” chose to live as a tie craftsman at the age of 23. His life began as a disciple of a master tie craftsman. At the age of 30, he gains independence by mastering the technique of tie making.

He experienced a period of high economic growth where the more ties he made, the more money he could make. In the 1990s, the Heisei recession and the announcement of Cool Biz had a great influence on tie craftsmen. Many tiemakers went out of business so their skills could not be passed on to their successors. Then a young man appeared.

Meeting a young man who captivated by gorgeous silk of kimono

 

The founder Fumimasa Ozaki started the design business after university graduation in 2013. he likes to produce beautiful products in constant pursuit. In April 2016, he stopped his eyes on the gorgeous kimono fabric because of his grandmother’s kimono. Someday on a subway, he happened to see a businessman wearing a tie. it urges him to tailor the tie of kimono.

He looked for a craftsman who could make the most of this beautiful fabric and make the most beautiful tie. I met the president of a factory in the mountains of Tokyo, and he introduced me to a craftsman. The craftsman was FUJIO URAWA.

The day the tie became a woman’s

 

Fujio URAWA’s technology was exceptional, unlike other tie makers. He had the skills to make a tie using any kind of fabric. After many years of discussion, we decided to make the tie that would allow us to compete in the world by the elegance of kimono.

He took the advice of a famous hotel company’s chairman to look for a way to sell it in all seasons. As a result, he noticed two things. Firstly, when men need to get attention, they tend not to have an impressive item. Secondly, women always want to support their partner who cares about themselves, and he thought that he would create a new culture of supporting men with a power tie.

The moment a tie is no longer in the men’s market

We did not see the ties as men’s market but as gift market. Then there were four problems. The first is that the tie is sold as a new item, even though anyone can touch it. Second, even if the customer comes to buy a tie as a gift, the gift box is always charged. Third, it is difficult to carry a gift box that is too long vertically. Fourth, tie designs are often similar, so they are not unique. Therefore, we decided to make a tie that focuses on the feelings of the person who is giving the gift.

70% of our customers are women because we are solving these problems to create an environment that makes it easier for women to buy power ties for their gift to men. By creating a culture of “presenting a power tie as a gift” we started the challenge of creating an environment where ties can be sold in cool biz.

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