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Natural

Creating

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​Beauty

merging rare timeless fabrics into fashion

Fashion and Beyond

I believe that fashion has the power to transcend national and cultural boundaries, bringing joy and harmony to people everywhere. In a world where we live alongside diverse values, lifestyles, and ethnic backgrounds, fashion becomes a universal language that connects hearts. Through my brand, 素陶美STOBY, I create sustainable clothing by repurposing vintage tenugui (Japanese hand towels) sourced from various regions of Japan. Even faded or stained tenugui are given new life through dyeing techniques like kakishibu (persimmon tannin dye). The unique designs featuring shop names, addresses, and phone numbers from the Showa era blend nostalgia with playful charm. The retro typography and patterns from that period breathe a distinctive character into each garment, bridging the past and the present. These clothes are more than just fashion; they are a fusion of time-honored materials and modern aesthetics. The history and stories embedded in the old fabrics meet contemporary design to create new value, becoming a bridge that connects people. Whether or not someone chooses to wear them, these garments captivate viewers with their Showa-retro appeal. People naturally start conversations, asking, “Where did you find that?” “Can I see more?” or “Where can I buy it?” This happens not only in Japan but also abroad, where such moments foster connections that transcend language and cultural differences. Fashion is more than just clothing—it brings joy and harmony, creating smiles among people from diverse backgrounds. No matter our differences, fashion holds a unique power to connect hearts. This is why I find deep joy in my work. It is my wish for more people around the world to discover these garments and feel, “That’s interesting,” “That’s fun,” or “That feels nostalgic.” Through fashion, I hope to continue creating moments that spread smiles, warmth, and happiness across the globe.

This is 素陶美 STOBY's concept to create fashion.

Momoyo Stoby

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Fashion and Tenugui

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Showa Retro Take Two
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New Arrivals

Tengui Blouse

Retro
Tenugui Dress

Tenugui, a traditional hand towel, historically used for centuries. This one-of-a-kind sustainable design is made from a varied mix of timeless and rare tenugui. The material is soft, highly absorbent, easy to dry and light.
This Retro tenugui dress takes us back in time to the old days of Japan. I emphasized the straight lines of tenugui in this design. 
Tenugui began in the Heian era (794-), becoming part of our fashion and lives. Chusen dyeing, in the Meiji era, added more colorful, varied tenugui. In the Showa era (1926-1989), it was widely used as a promotional item and souvenirs.

Momoyostoby-Tengui

Fashion and

History ofTenugui

Tenugui are "tools" and "traditional crafts" that have been popular in Japan for a long time. And it is a "traditional culture" that has permeated our daily lives. Tenugui have a long history, beginning in the Heian and Kamakura era, and in the Edo era, they were widely loved by the general public as part of fashion, and with the spread of public bath culture, they have come to be used as daily necessities. In the Meiji era, Chusen injection dyeing was established, and in the Showa era, the shop name was dyed on tenugui and spread more widely into the lives of ordinary people as a promotional items and souvenirs.

Tenugui properties are a plain weave cloth made of cotton, which is dyed with various patterns and colors in Japanese dye injection technique called Chusen. The material is soft, highly absorbent, easy to wash and dry and is light. You can even wear  fashion in the hot days of summer. Not only is it highly functional, it also has a wide variety of designs. The real pleasure of retro towels is that you can travel back in time to the lives of ordinary people and get a glimpse of how they lived through the Tenugui fashion.

Get Inspired

Past Collections

Office & Atelier

663-1 Iwa, Manazuru

Ashigarashimogun

Kanagawa, Japan

259-0202

sales@momoyostoby.com

OPENING HOURS

Mondays - Fridays

11:00 AM - 6:00 PM

Online Orders 24/7

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