Miyuki Keori Pushes For New Markets

By Sasha Lauture and Sean McBride

Established in 1905 as a weaving and dyeing business, Miyuki Keori has evolved considerably in the intervening years, developing a reputation as a company that pursues innovation and excellence.

President Hiroshi Watanabe explains why the firm is so unique: “We bring together the whole process, from choosing yarns, through weaving, finishing, cutting and sewing. Miyuki Keori is the only company of its type with this kind of end-to-end design integration.”

All this comes, of course, with a painstaking manufacturing process where attention to detail and craftsmanship are vital.

Mr. Watanabe again: “First we collect water from the Suzuka Mountains, which is absolutely key to production. We still use wooden parts in the scouring process machines, something that is increasingly rare these days. Our use of natural soap, meanwhile, allows the retention of natural oils which are critical for developing the properties of the material. These unique processes are designed to take advantage of our carefully selected wool.”

The global apparel market is booming, having been valued at USD 1.7 trillion in 2023, and Mr. Watanabe has clear plans for the company as the market continues to grow and expand.

“A key future approach for us,” Mr. Watanabe concludes, “will be through collaborations with global brands. By combining our wealth of manufacturing expertise with a global brand’s image and profile, we can continue to offer inimitable products for years to come.”

The firm is also well poised for international expansion, targeting Korean and Chinese markets as well as those further afield in the U.S., Europe and Australia.

"We are already preparing to directly import premium raw wool, which cannot be purchased on the general market, from farms in Tasmania, Australia,” Mr. Watanabe says. “This wool will be processed into fabric at our domestic factories and sold. Additionally, this fabric will be tailored into custom-made suits at our factory in Hokkaido and shipped to customers in Australia, establishing a fully circular relationship."

Elsewhere, exciting times are ahead with the launch of the company’s “MIYUKI femme” brand, a development that Mr. Watanabe hopes will serve as an incentive for Japanese women to move more freely in the traditionally male-dominated business world.