AVEX-ENTERTAINMENT
4.8.2021 16:02:09 CEST | Business Wire | Press release
Avex Entertainment Inc. began limited sales from July 30 of the T-shirts from a Japanese fabric brand "majotae" (pronounced "ma-yo-tah-e") on its official website , using hemp*1, the natural, sustainable material that is gaining attention globally.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210804005064/en/
By maximizing the company's knowhow in creating entertainment contents, Avex shares with the world a new concept in sustainability—hemp cloth, which combines both comfort as clothing, and earth-friendly, ecological aspects. Avex is cultivating a brand new field of business that creates moving experiences beyond the field of entertainment.
About majotae
Majotae is a brand that utilizes modern technology to resurrect the true texture of the hemp cloth that Japanese people have used since ancient times. The greatest feature of "majotae" is its realization of a texture that overturns the image of typical hemp—as feeling hard and rough—to achieve silky touch and cotton softness.
Avex began this joint project in 2011 together with Shinichiro Yoshida, a leading expert in hemp cloth and an advisor to Avex, and Genbei Yamaguchi, 10th-generation Kondaya obi (kimono sash) artisan. After thoroughly researching the Edo-era production process of hemp cloth, and improving spinning efficiency by replacing the various manual processing methods with the latest technology and knowhow in order to mechanize them, in 2014 the company released softer, high-quality hemp cloth that fits to the body and becomes more supple in texture the longer it is used.
Greatly expanding the use of the sustainable material hemp
Hemp grows quickly, even in barren land and arid regions, without causing burden to the environment. It is gaining attention as the ultimate ecological material*2.
Until now, only woven textile could be produced which was limited in use due to the characteristics of hemp fibers. Now, by developing a thread that is more resistant than previous one which would break when it is spun, not only plain weaving, but the production of knitted fabric made from 100% hemp fiber became possible*3. Due to this, Avex is able to expand the use of hemp cloth not just for shirts and kimono, but also knitted fabric products such as T-shirts and sweatshirts that until now commonly made from cotton and synthetic fibers.
As an ecological and a natural material*4, "majotae" is physically comfortable to be used in T-shirts and various other daily items, we expect that it will greatly reduce barriers to sustainability.
Going forward
In 2018, the company acquired international patents*5 for the production and manufacturing processes of hemp cloth, and we will continue research and development. In order to achieve the increasingly important goal of realizing a sustainable society, we will position hemp cloth as an ecological material of the future and continue to release "majotae" products in the lifestyle field.
*1: The raw material is harmless hemp that contains no hallucinogenic substances
*2: The amount of energy needed to manufacture 1 ton of hemp fiber is about one-third that of cotton (hemp uses 8.2GJ, while cotton uses 25.2 GJ). Source: Hemp Dokuhon , Yoshiyuki Akahoshi, 2006.
*3: Compared with other flax fibers, such as linen and ramie, hemp fibers are non-uniform and straight, which causes low thread elasticity, makes it easy for threads to break when they are spun and, in particular, knitted cloth, which requires more thread elasticity than woven cloth, is difficult to produce.
*4: Key characteristics of hemp cloth: continued use leads to rich texture, softness, durability. Quick drying, moisture and heat retaining due to the characteristics of its air-holding structure and the quality of the fibers.
*5: Spinning efficiency is improved by using enzymes to soften the raw material of bast fiber (all flax fibers) and using a strong alkali to twist the fibers. Patents acquired in Japan, Taiwan, the US, China, France, Belgium, Spain
Overview of the T-shirt
Concept: A T-shirt that offers comfort and sustainability via its raw material
Price: 19,800 yen (Tax included. Shipping not included)
Sizes: available in four sizes 0 (M), 1 (L), 2 (2XL), 3 (4XL)
Quantity: limited initial quantity
Point of sale: Majotae brand site
Majotae official Instagram account
About Avex
Avex is a comprehensive entertainment company that includes a music business, anime & video business, and live concerts and events business. Our mission is to spread new culture by sharing new values and messages that are yet to be established in the world.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210804005064/en/
Link:
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
IQM Secures €50M Financing to Accelerate Global Growth30.3.2026 08:00:00 CEST | Press release
€50 million financing package from funds and accounts managed by BlackRock will support IQM to scale operations, accelerate product development, and strengthen its market position. The facility will support acceleration of IQM’s technology roadmap, fuel R&D, support entry into additional markets, and advance IQM’s leadership in quantum computing as IQM prepares for public listing. IQM Finland Oy, a global leader in full-stack superconducting quantum computers (“IQM”, “IQM Quantum Computers” or the “Company”), today announced it has secured a €50 millionfinancing package from funds and accounts managed by BlackRock. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260329996942/en/ IQM Radiance quantum computer is located in IQM's showroom in Espoo, Finland. This facility will support acceleration of IQM’s technology roadmap, fuel R&D, support entry into additional markets, and advance IQM’s leadership in quantum computing. This
Bureau Veritas and Trade Technologies Join Forces to Streamline Global Trade Operations30.3.2026 07:45:00 CEST | Press release
Bureau Veritas, a global leader in Testing, Inspection, and Certification services (TIC), through its Swiss branch Government Services Division, is pleased to announce a strategic agreement with Trade Technologies, the leading provider of trade finance automation, connectivity and transaction management services. This collaboration is a significant step toward reducing the complexities of international trade operations, particularly in regions where regulatory and inspection controls remain stringent. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260329411683/en/ Addressing Critical Trade Finance Challenges The agreement comes at a pivotal time for global trade. Letters of Credit (LCs) continue to serve as essential instruments in international commerce, particularly across the Middle East and Africa, where counterparty risk, foreign exchange controls, sanctions exposure, and regulatory oversight face ongoing challenges. In
Consortium Led by Axelspace Selected for Japan’s Space Strategy Fund Project “Technology to Enhance Capability of Next Generation Earth Observation Satellites”30.3.2026 01:35:00 CEST | Press release
~ Creating Climate Solutions and New Market Opportunities through Source-Specific CO2 Emission and Uptake Monitoring via Satellite Constellation and Aircraft ~ Axelspace Corporation, Meisei Electric Co., Ltd., ANA HOLDINGS INC., and JIJ Inc. are pleased to announce that their jointly proposed technology development project has been selected for Japan Aerospace Exploration Agency (JAXA)’s Space Strategy Fund under the theme “Technology to Enhance Capability of Next Generation Earth Observation Satellites.” This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260323044518/en/ Conceptual Diagram of the project. Under this Space Strategy Fund initiative, spectrometers will be newly developed and demonstrated in orbit. In the future, the project envisions the establishment of a satellite constellation capable of observations at different times of the day. Project Summary (Planned) Technology Development Theme: Technology to Enhance Cap
Incyte Announces New Positive 54-Week Late-Breaking Data for Povorcitinib in Hidradenitis Suppurativa at the 2026 American Academy of Dermatology (AAD) Annual Meeting28.3.2026 20:00:00 CET | Press release
Phase 3 data from the STOP-HS program demonstrate povorcitinib’s substantial and durable clinical efficacy through Week 54 in patients with moderate to severe hidradenitis suppurativa (HS). Through Week 54, clinically meaningful and durable responses were observed across all groups in both STOP-HS1 and STOP-HS2, with up to 71.4% of patients achieving HiSCR50. Improvements in clinical responses across high stringent thresholds were observed, with up to 57% of participants achieving HiSCR75 and up to 29% of participants achieving HiSCR100. Povorcitinib treatment led to consistent reductions across key inflammatory lesion types, with full resolution (ANdT=0) achieved in up to 20% of patients. Additionally, clinically meaningful improvements in quality-of-life measures, including skin pain and fatigue, were observed at Week 54. The overall safety profile of povorcitinib through 54 weeks is consistent with previously reported data, and both doses were well tolerated. Incyte (Nasdaq:INCY) to
Takeda’s Zasocitinib Delivered Rapid and Durable Skin Clearance in a Convenient Once-Daily Pill, Affirming Promise to Reshape Psoriasis Care28.3.2026 20:00:00 CET | Press release
About 70% of patients treated with zasocitinib achieved clear or almost clear skin (sPGA 0/1) at week 16 in Phase 3 plaque psoriasis studies A significantly greater PASI 75 response rate versus placebo was observed as early as week 4 Safety profile consistent with Phase 2b studies with no new safety signals identified Takeda(TSE:4502/NYSE:TAK)today announced new data from the two pivotal Phase 3studies of zasocitinib (TAK-279), a next-generation, highly selective oral tyrosine kinase 2 (TYK2) inhibitor, in adults with moderate-to-severe plaque psoriasis (PsO).1 Presented as a late-breaking abstract at the 2026 American Academy of Dermatology (AAD) Annual Meeting, these data show that convenient once-daily oral zasocitinib demonstrated rapid and durable skin clearance with a safety profile consistent with Phase 2b studies.1,2 “Our goal in psoriasis treatment is clear or almost clear skin, and previously this has been achieved primarily with injectable therapies,” said Melinda Gooderham,
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom