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
Align Partners Issues Formal Shareholder Proposals to Gabia13.2.2026 02:37:00 EET | Press release
Align Partners Capital Management Inc. (“Align Partners”), a shareholder of Gabia, Inc. (“Gabia” or the “Company”), has submitted formal shareholder proposals for inclusion in the agenda of Gabia’s upcoming 27th Annual General Meeting (“AGM”) and issued a call for strengthened governance practices to address the Company’s persistent undervaluation. Align Partners noted that, as shareholder proposals will be presented at this year’s AGM, Gabia should follow the Korea Exchange (KRX) Corporate Governance Key Indicators by publishing the AGM convocation notice at least four weeks prior to the meeting date. Align Partners emphasized that last year’s AGM notice was issued only 16 days before the meeting, limiting shareholders’ ability to adequately review the agenda and exercise informed voting rights. Gabia is widely recognized as a leading Korean IT services and cloud infrastructure company with solid operating performance. Despite these strengths, Align Partners believes the Company conti
Europe Launches Euro-Q-Exa Quantum Computer in Germany, Strengthening Sovereign Digital Infrastructure12.2.2026 22:15:00 EET | Press release
Euro-Q-Exa, the first EuroHPC Joint Undertaking quantum computer deployed in Germany, has been unveiled at the Leibniz Supercomputing Centre (LRZ) in Garching, Munich. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260212928399/en/ Silke Launert, Parliamentary State Secretary of the BMFTR; Dieter Kranzlmüller, Director of the LRZ; Maximilian Böltl, Member of the Bavarian State Parliament; Markus Blume, Bavarian Minister of State of Science and the Arts; Henna Virkkunen, Executive Vice-President of the European Commission for Technological Sovereignty, Security and Democracy; and Sylwia Barthel de Weydenthal, Chief Commercial Officer of IQM Quantum Computers (from the left). The deployment marks a significant step in Europe’s effort to build long-term quantum capability as part of its sovereign digital infrastructure, alongside world-leading high-performance computing (HPC). Installed, hosted, and operated at LRZ, Euro-Q-Exa
Sindre Zeiner-Gundersen Joins Joi Scientific12.2.2026 21:00:00 EET | Press release
Joi Scientific is pleased to welcome Sindre Zeiner-Gundersen as the company’s Advanced Plasma & Resonant Energy Physicist. Sindre will lead Joi’s scientific activities including all aspects of Joi’s science program. Sindre is a quantum physics expert who previously served as CEO/President of Nornec AS, a Norwegian consulting and engineering services company. Nornec has been a consultant to Joi since 2024. At Nornec, Sindre provided consulting and R&D services in the areas of advanced nuclear reactor simulations, process and plant optimization, carbon capture optimization, materials selection and radiation effects, custom reactor design, muon and neutron detector systems, muon and catalyzed fusion and Hydrogen Rydberg Matter research. An applied physicist with end‑to‑end expertise in energy‑carrier gases - ammonia, methanol, hydrogen - as well as a radiation instrumentation specialist with experience in process and equipment design across the ammonia/hydrogen value chain, Sindre has aut
Angelalign Technology Inc. (6699.HK) Says a Preliminary European Court Ruling on Certain Software Features Will Have Minimal Impact on Users12.2.2026 18:58:00 EET | Press release
Angelalign Technology Inc. (6699.HK) (“Angel”) said a ruling by the Unified Patent Court of Düsseldorf, Germany that it preliminarily cease its use of certain software functions that automatically update treatment plans would have minimal impact on the orthodontists and patients who use its clear aligner products. The ruling applies to certain European countries and excludes Spain, Switzerland, United Kingdom and Ireland. Angel will launch iPlan for applicable European users, which is an upgrade feature that has the same reliability and more flexibility for users. Angel denies that the Live Now feature in its iOrtho treatment planning software infringes any valid patents of Align Technology Inc. (ALGN). Angel has already filed an opposition against the patent with the European Patent Office (EPO), arguing that the claimed invention is neither novel nor inventive over the prior art, and is seeking its permanent invalidation. Angel is confident it will overcome the first-instance, non-fi
Model ML Buys Captide to Give Financial AI Agents Citable Corporate Disclosure Data12.2.2026 18:43:00 EET | Press release
Model ML today announced the acquisition of Captide, the leading financial data layer that turns complex global corporate filings and disclosures into LLM-ready documents and data for AI agents. The acquisition, just weeks after the fintech raised $75m in funding from leading US and UK investors, expands Model ML’s AI workflow builder, enabling its AI agents to reliably retrieve, reason over, and cite global filings. Earlier in 2025, Model ML bought Flippr which added automated PowerPoint generation and verification agents to the platform. Founded in 2024 by Maurits Brinkman and Miquel Trafí Ruiz, Captide’s API takes SEC filings, earnings calls and more and structures them in a way AI models can easily and accurately understand at scale. Its platform already spans 2.5 million+ documents and supports 1 billion embeddings. By bringing Captide into Model ML, clients – including Big 4 accounting firms, consulting companies and top-tier global financial institutions – can now access this di
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