Avex Releases 100% Hemp Cloth T-shirt
4.8.2021 17:00:00 EEST | 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/
100% hemp cloth T-shirt made by majotae (Photo: Business Wire)
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.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210804005064/en/
Contact information
For Media inquiries:
Avex Entertainment Inc.
Majotae project manager: Hirokazu Watanabe
majotae@av.avex.co.jp
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
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
Chiesi and Bespak Partner to Advance Carbon Minimal Inhaler Production With UK Manufacturing Site11.3.2026 12:00:00 EET | Press release
Chiesi Group ("Chiesi"), the international research focused biopharmaceutical company and a certified B Corp, and Bespak, the specialist inhalation CDMO focused on pulmonary and nasal drug delivery, today announced an expansion of their long-standing partnership, increasing pressurized metered dose inhaler (pMDI) manufacturing capacity at Bespak’s Holmes Chapel site to support the next phase of Chiesi’s Carbon Minimal Inhaler (CMI) program. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260311319953/en/ Chiesi Group ("Chiesi"), the international research focused biopharmaceutical company and a certified B Corp, and Bespak, the specialist inhalation CDMO focused on pulmonary and nasal drug delivery, today announced an expansion of their long-standing partnership, increasing pressurized metered dose inhaler (pMDI) manufacturing capacity at Bespak’s Holmes Chapel site to support the next phase of Chiesi’s Carbon Minimal Inhaler
NTT DATA Unveils NVIDIA-Powered Enterprise AI Factories to Support Secure AI Adoption and Help Clients Drive Measurable ROI11.3.2026 12:00:00 EET | Press release
NTT DATA, a global leader in AI, digital business and technology services, announced an initiative to deliver NVIDIA-powered enterprise AI factories that drive innovation and operational excellence for organizations worldwide. NTT DATA’s new enterprise AI factories provide full-stack, domain-specific solutions that integrate data, infrastructure, workflows and governance to give organizations a repeatable and production-ready operating model for enterprise AI. NTT DATA enterprise AI factories, powered by NVIDIA, are adaptive, intelligent and automated ecosystems designed to help clients accelerate return on investment by scaling enterprise AI efficiently and managing the full AI lifecycle end to end. The company’s new enterprise AI factories integrate the NVIDIA AI infrastructure—combining GPU-accelerated computing and high-performance networking—with NVIDIA AI Enterprise software, including NVIDIA NIM microservices, to deliver high‑throughput, low‑latency AI that can be deployed consi
Haleon Strengthens Commitment to China as Consumers Focus on Better Everyday Health11.3.2026 11:00:00 EET | Press release
Haleon, a consumer company that is solely focused on better everyday health, is investing £65 million in a new state-of-the-art oral health manufacturing site in Shanghai. The facility will support the expansion of its oral care portfolio – which includes the global brands Sensodyne and parodontax – into China’s fast-growing tier 2 and tier 3 cities, where rising incomes, growing awareness of everyday health and a shift towards trusted, branded products are reshaping consumer behaviour. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260311389622/en/ parodontax, Haleon's clinically proven gum health brand, is expanding across China As part of this shift, more consumers are embedding preventative oral care into their daily self-care routines, and demand for premium, science-backed solutions is accelerating at a rapid pace. This investment strengthens Haleon’s local manufacturing footprint and positions the business to capture
Eurofins Biomnis Launches New Clinical LC‑MS/MS Method for the Detection of Cereulide Toxin in Stool Samples11.3.2026 10:00:00 EET | Press release
Eurofins Biomnis, a leading European provider of specialised clinical diagnostics services, and part of the global network of Eurofins laboratories, announces the successful development and validation of a new liquid chromatography tandem mass spectrometry (LC‑MS/MS) method for the detection and quantification of cereulide toxin in human stool samples. This innovation underlines Eurofins Biomnis’ diagnostic innovation, and its commitment to contributing its expertise to reducing diagnostic uncertainty with solutions that support clinicians and laboratories nationwide and internationally. Eurofins Biomnis has fully validated the method for human stool samples, taking into account matrix effects and meeting the requirements of ISO 15189 (with the exception of inter‑method comparison on pathological clinical samples). Cereulide, a toxin produced by specific strains of Bacillus cereus, has recently raised significant public attention following contamination events involving infant formula
1NCE and Netmore Combine Cellular and LoRaWAN Access to Deliver Global IoT Coverage11.3.2026 09:40:00 EET | Press release
1NCE, a company offering a plug-and-play platform for creating and managing the world’s best IoT products, today opened access for its customers to the LoRaWAN® services of Netmore, the world’s leading low power wide area network operator for massive IoT. With growing demand for low power long range connectivity, the Netmore LoRaWAN Network Server (LNS) Plugin provides 1NCE customers access to cellular and LoRaWAN IoT coverage options through one platform. The launch of the Netmore Plugin marks the beginning of strategic collaboration to expand the combined offering of the two biggest massive IoT network specialists — 1NCE, the biggest private IoT network in the cloud and Netmore, the largest LoRaWAN network and platform provider in the world. 1NCE’s software and connectivity platform has become a new industry standard. Working together to support their respective customer bases with both cellular and LoRaWAN technology delivers a powerful layer of redundancy to cover the hardest to re
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