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
Impartner Launches the First CPQ Built for Partners20.8.2026 16:00:00 EEST | Press release
Impartner, the leading partner revenue orchestration platform, today announced the launch ofImpartner CPQ, giving partners a direct path to create and advance quotes within the Impartner PRM platform. The new capability enables faster movement from opportunity to submission while giving vendors control over the rules, products, pricing, and approvals that govern each transaction. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260820479441/en/ Give partners a faster path from opportunity to quote with Impartner's CPQ. For many partnership programs, quoting remains a largely manual process. Partners often depend on vendor sales teams to prepare quotes because traditional CPQ systems are designed primarily for direct sellers or require additional licensing for external users. The result is a slower path from opportunity to revenue, increased administrative work for channel teams, and a partner experience that can limit the impa
Scientist.com Expands R&D Platform Capabilities with SciSure’s Integrated LabOps Inventory and Compliance Services20.8.2026 15:55:00 EEST | Press release
Scientist.com, the life sciences industry’s leading AI-enabled R&D orchestration platform and digital marketplace, today announced an expansion of its platform capabilities through an integration with SciSure’s lab management and EHS compliance tools. The partnership gives biopharma organizations a more unified workflow connecting scientific procurement directly with laboratory operations. “By bringing SciSure’s inventory management, safety, and compliance capabilities into the Scientist.com ecosystem, we are closing the gap between sourcing reagents and safely managing them in the laboratory,” said Jon Zibell, VP of Global Alliances at SciSure. “Together, our platforms connect product information, safety checks, and inventory management, giving research, lab operations, and EHS teams greater visibility from purchase request through disposal.” The integration connects procurement, safety, inventory, and compliance in a single connected workflow. SciSure enriches Scientist.com’s unified
NETFORCE Accelerates Its U.S. Industrial Expansion as a New Intermediate-Force Market Takes Shape20.8.2026 15:23:00 EEST | Press release
For the first time, major U.S. federal agencies are beginning to structure procurement around a new category of intermediate-force equipment, giving officers an additional option between verbal presence and higher levels of force. NETFORCE believes companies establishing themselves at this early stage will benefit from a significant first-mover advantage as this category expands nationwide. This is precisely the market NETFORCE anticipated years ago, having invested heavily in research, industrialization and international intellectual property well before the category attracted attention. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260820951658/en/ COPYRIGHT NETFORCE NETFORCE enters the U.S. market backed by two granted and active U.S. patents — US 11,236,973 B2 (granted 2022, protected through 2038) and US 12,222,193 B2 (granted 2025, protected through 2041). Together with the E-StunGlove® trademark, these assets form pa
Esri Expands World Imagery with Airbus High-Resolution Basemap Coverage for 2,000 Cities Worldwide20.8.2026 15:00:00 EEST | Press release
At the 2026 Esri User Conference (UC), the global leader in location intelligence announced a significant enhancement to its World Imagery basemap through a new agreement with Airbus. The collaboration will enable Esri to provide ArcGIS users with high-resolution imagery coverage for approximately 2,000 cities around the world through the addition of the new Airbus, Nearmap, and Vantor imagery. The added data is part of an enhanced imagery initiative for the World Imagery Basemap, the most widely used map service in ArcGIS, and was highlighted during this year’s Esri UC Plenary. Beginning in the second half of 2026, Airbus will deliver 30 cm imagery designed to provide more current and detailed visual context for ArcGIS users worldwide. Airbus imagery is highly accurate, color-consistent, and provides nearly cloud-free coverage with minimized haze and seasonal variation between contiguous images. As part of the broader World Imagery enhancement program announced at the 2026 UC, Esri al
Cox Capital To Expand Liquidity Solutions for Retail Investors in Private Markets20.8.2026 15:00:00 EEST | Press release
Cox Capital Partners, LP (“Cox Capital”), a provider of liquidity solutions for retail holders of illiquid alternative investments, today announced plans to expand its existing tender offer program for non‑traded business development companies (BDCs) into the rapidly growing interval fund market. The move affirms the company’s role as a provider of liquidity solutions across the private markets landscape for the wealth advisory channel. Over the past six years, Cox Capital has built a platform for sourcing and executing secondary liquidity transactions for retail investors in non‑traded BDCs and other illiquid vehicles, working with financial advisors and intermediaries across independent broker‑dealers, RIAs, and major wirehouses. Cox Capital today announced plans to expand that platform to interval funds, whose growth has given retail investors access to private credit, private equity, and other alternative assets with limited liquidity. Subject to market conditions and regulatory 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