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
Datavault AI Appoints Shareholder and Investment Executive Jeffrey Tirman to the Boardof Directors14.10.2026 13:55:00 CEST | Press release
Tirman, through his family office Abri Capital Ltd., holds 26 million DVLT shares and brings over 35 years of international investment management and corporate restructuring experience to the Company Datavault AI Inc. (“Datavault AI” or the “Company”) (Nasdaq: DVLT), an Artificial Intelligence Platform (“AIP”) company providing data monetization, credentialing, and real-world asset (“RWA”) tokenization, today announced the appointment of Jeffrey Tirman to its Board of Directors, effective as of October 12, 2026. Mr. Tirman was designated by NYIAX, Inc. (“NYIAX”) in connection with Datavault AI's recently completed acquisition of NYIAX, and he previously served on NYIAX's board of directors. As a Datavault AI Shareholder, Mr. Tirman brings both an ownership perspective and extensive management experience to the Board. Mr. Tirman has more than 35 years of international investment management experience, focused on corporate transformation, capital strategy and value creation. He has led c
EZO Reaches Financial Close on €150 Million Senior Debt Facility14.10.2026 13:21:00 CEST | Press release
Investment-grade, non-recourse financing will support the delivery of more than 3,000 charge points primarily across the whole of the UK along with additional development in Ireland. EZO has reached financial close on a €150 million investment-grade, non-recourse, senior debt facility. The funding will finance the design, installation, operation and maintenance of over 3,000 charge points, representing over 100,000 kWs of capacity, across the UK and Ireland under mostly long-term public sector “PPP-like” concessions with an attractive risk allocation between the public and private sector that will significantly advance EV infrastructure delivery, on time and to budget. These charge points are estimated to generate well in excess of £1 billion in electricity sales over the next 20 years, a portion of which will be shared with the public sector while, at the end of the concession, the chargers will revert back to the public sector. Headquartered in Ireland, EZO has expanded rapidly into
Compass Pathways Joins Forces with Leading Mental Health Organizations to Mark First-Ever U.S. Treatment-Resistant Depression (TRD) Awareness Day14.10.2026 12:30:00 CEST | Press release
First-ever Treatment-Resistant Depression (TRD) Awareness Day establishes dedicated moment to recognize and raise awareness of the condition’s profound impact on patients and their loved ones Survey data in a new report highlighting the significant burden of TRD on patients and caregivers to be released in a future communication Compass Pathways plc (Nasdaq: CMPS), a biotechnology company dedicated to unlocking urgently needed new treatment options in mental health care, today announced the first-ever TRD Awareness Day in the U.S., a day dedicated to recognizing and advocating for individuals, caregivers and communities impacted by TRD. The campaign is being amplified by leading mental health organizations, including National Alliance on Mental Illness (NAMI), Mental Health America (MHA) and the Depression and Bipolar Support Alliance (DBSA). TRD is a form of depression distinct from major depressive disorder (MDD) that is estimated to affect approximately 4 million people in the U.S.,
Reliance Foundation and The Estée Lauder Companies Charitable Foundation Launch Multi-Year Partnership That Aims to Empower One Million Girls and Young Women in India14.10.2026 12:10:00 CEST | Press release
Partnership brings together two organizations with a shared commitment to advancing progress for women and girls. Reliance Foundation and The Estée Lauder Companies Charitable Foundation, the philanthropic arm of The Estée Lauder Companies, have announced the launch of a multi-year partnership that aims to empower one million girls and young women across India. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261014635257/en/ Mr. Stéphane de La Faverie, President and Chief Executive Officer, The Estée Lauder Companies, and President, The Estée Lauder Companies Charitable Foundation, and Ms. Isha Ambani, Director, Reliance Foundation. The program is designed for girls and young women from 14 to 20 years of age, across both rural and urban communities, with a focus on building life skills and confidence. It will begin in the Indian states of Maharashtra and Madhya Pradesh, with plans to expand to other parts of the country in th
High-Capacity DDoS Attacks Surge 1,286% in 1H 2026 According to NETSCOUT Threat Intelligence Research14.10.2026 12:05:00 CEST | Press release
Massive 1Tbps Events and Weaponized Residential Proxies Expose Critical Mitigation Gaps, Forcing Organizations to Rethink Enterprise and Carrier Defenses NETSCOUT® SYSTEMS, INC. (NASDAQ: NTCT) released its first half 2026 Distributed Denial-of-Service (DDoS) Threat Intelligence Report, revealing a significant shift in how attacks are launched and sourced. With more than 9.1 million DDoS attacks recorded globally by NETSCOUT between January and June 2026, the report highlights that DDoS risk is growing along three axes: the volume of traffic that must be inspected, the number of places where mitigation must be deployed, and the share of attacks that disrupt service without ever saturating a link. “The 1,286% rise in attacks clearing 1Tbps or 1Gpps means high-capacity events are no longer anomalies; they are routine,” stated Hardik Modi, VP Engineering, DDoS Solutions, and ASERT Threat Intelligence Team, NETSCOUT. “With the proliferation of residential proxies and short, rate-based attac
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