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
Even Realities Brings Classic Tortoiseshell Design to Smart Glasses with New Even G2 Brown 226.10.2026 16:00:00 EET | Press release
Even Realities, the company behind camera-free, display-first smart glasses, today introduced Brown 2, a new tortoiseshell-inspired colorway for Even G2, alongside two accessories: Even G2 Clip (Polarized) and the Even G2 Chain. Designed to bring the warmth and character of traditional tortoiseshell eyewear to smart glasses, Brown 2 features a newly developed material that carries its layered pattern throughout the frame rather than applying it as a surface finish. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261026502782/en/ Even G2 Chain. Photo Credit: Even Realities Each frame is individually shaped, pressed, tumbled, and polished for 20 hours, creating subtle variations that make every pair unique. Brown 2 is also the lightest Even G2 design to date, while retaining the camera-free, display-first technology that brings live translation, notifications, and a teleprompter directly into the wearer's field of view. "For sm
Incyte Highlights New Data Advancing its Gastrointestinal Cancer Portfolio at ESMO 202626.10.2026 15:45:00 EET | Press release
Incyte (Nasdaq:INCY) announced new results from its advancing oncology portfolio, including updated results for its KRAS G12D inhibitor (INCB161734) in pancreatic ductal adenocarcinoma (PDAC) and advanced or metastatic colorectal cancer (CRC), and its TGFβR2×PD-1 bispecific antibody (INCA338901) in microsatellite stable CRC (MSS CRC). The data were featured in three rapid oral sessions (Abstract #3137RO, Abstract #1007RO and Abstract #1954RO, respectively) at the European Society of Medical Oncology (ESMO) Congress 2026. “At Incyte we are focused on improving outcomes for people living with cancer. The data presented for INCB161734 and INCA33890 show the potential of both programs to improve the standard-of-care in hard-to-treat diseases,” said Pablo J. Cagnoni, M.D., President, Incyte and Global Head of Research and Development. “Across pancreatic and colorectal cancers, we continue to see encouraging evidence of clinical activity and manageable safety profiles, supporting the promise
Bending Spoons Completes the Acquisition of Miro26.10.2026 15:00:00 EET | Press release
Bending Spoons S.p.A. (NASDAQ: BSP) has completed the previously announced acquisition of Miro, the visual collaboration platform used by more than 250,000 organizations to brainstorm, plan, and build together. “Miro has built a strong business around a product that makes complex collaborative work feel simple,” said Luca Ferrari, Bending Spoons CEO and co-founder. “Miro’s versatility has made it useful across a broad range of industries and workflows, while creating a robust foundation for further expansion. We believe there’s significant potential to build on these strengths. We look forward to drawing on Bending Spoons’ technologies and expertise to make Miro even more useful to customers and support its continued growth.” “Teams depend on Miro for innovating, alignment, coordination, and decisioning, and that need is only growing,“ said Andrey Khusid, CEO and co-founder of Miro. “In Bending Spoons, Miro has an owner who invests for the long term and cares deeply about product quali
Dubai Culture Opens Registration for ISEA2026 Dubai26.10.2026 14:09:00 EET | Press release
Dubai Culture and Arts Authority (Dubai Culture) has opened registration for the 31st International Symposium on Electronic/Emerging Art (ISEA2026 Dubai), taking place from 6 to 15 November 2026 under the theme ‘ELYAH: Constellating Place, Data and Identity’. The symposium will be the largest edition to date, bringing together artists, researchers, and innovators from around the world to explore the intersection of art, science, and technology and exchange perspectives on the future of contemporary creative practice. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261026652826/en/ Dubai Culture Opens Registration for ISEA2026 Dubai (Graphic: AETOSWire) The event supports Dubai Culture’s efforts to advance the digital arts ecosystem, deliver on its Digital Arts Roadmap objectives, and empower local talent. It also reinforces Dubai’s position as a global cultural reference, a leader in innovation, a driver of the creative econo
Agendia Unveils Clinical Validation of AI-Driven Digital Pathology Approach26.10.2026 14:00:00 EET | Press release
Agendia, Inc., a leader in precision oncology for breast cancer, recently presented research introducing its investigational artificial intelligence (AI)-driven digital pathology approach for the MammaPrint®70-gene recurrence signature at the European Society for Medical Oncology (ESMO) Congress 2026 in Madrid. The podium presentation, delivered by co-founder and Chief Research Officer, Laura van ’t Veer, Ph.D., detailed the development and clinical validation of a deep learning pipeline that can infer MammaPrint (MP) risk categories directly from hematoxylin and eosin (H&E)-stained, whole-slide images (WSIs). The company also presented two additional posters highlighting data from the prospective, real-world FLEX Study (NCT03053193). “AI has been part of Agendia’s scientific foundation from the beginning and this study represents its continued evolution,” said Dr. Laura van ‘t Veer. "For the first time, we are presenting our work exploring whether the biological information represente
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