A dyeing revolution and 100 million yen in sales: environmentally innovative sustainable fashion

For three years, I was involved in launching “Evernice,” a new D2C brand from Morilin Co., Ltd.,
handling brand world design, marketing support, video production and website production.

Every crowdfunding campaign we launched succeeded.
Separately from crowdfunding, a product whose material I branded reached 100 million yen in sales.

Background and concept

Evernice, as an environmentally conscious fashion brand,
aimed to bring sustainable products made with “undyed yarn” into the world.

“A few years ago, when I visited a dyeing factory in Bangladesh, what I saw was the reality of harsh working conditions and environmental pollution. Chemical pollution was fouling the rivers and affecting the lives of local people. I wanted to change that. That's why Evernice was born: to create a sustainable future for fashion. By using undyed yarn, we took a first step toward bringing innovation to the industry and building a better society.”

What we did

• Brand world design and storytelling
• Marketing strategy and social media support (Instagram)
• Crowdfunding launches (all successful)
• Product promotional films and product pages
• Launching the online shop and website

• Innovative materials: using undyed yarn to make products without chemical dyes.
• Social media: centered on Instagram, sharing the brand's value and spreading the value of sustainable fashion to the target audience.
• Crowdfunding: reached targets in a short time and brought products to market.

Results and reach

• Successful crowdfunding (every target reached)
• Successful promotion of a product that exceeded 100 million yen in sales
• Greater brand awareness and a growing fan base on social media
• Greater recognition through media coverage and word of mouth, and a stronger brand

Client

Morilin Co., Ltd. (Fiber Materials Group)A textile trading company founded in 1662

Brand

EVERNICE®A material brand of “dope-dyed fibers,” with color mixed in at the raw material stage. Resists fading even with washing and bleach

Period

2021 — 2024 (three years)

Role

Brand world design and storytelling / marketing and Instagram support / crowdfunding launches / product promotional films and product pages / website production / exhibition films

Timeline

How it came together

1. 2021.08 — 2021.11

   Makuake, “The Black T Revolution”

   Crowdfunding and film

   “A black that doesn't fade.” Black T-shirts and polo shirts made with the patented technology of a 360-year-old textile trading company. Against a target of 300,000 yen, it raised 3,490,300 yen from 484 supporters.

   • Target 300,000 yen → 3,490,300 yen (484 supporters)
   [A black that doesn't fade] Black T-shirts and polo shirts made with the patented technology of a textile trading company founded in 1662Released 2021.08 · 1:06 · EVERNICE

2. 2022.02 — 2022.05

   Makuake, “A setup that wraps you in luxury”

   Crowdfunding

   • Target 300,000 yen → 1,056,900 yen (61 supporters)

3. 2022.08 — 2023.02

   Makuake, “Black Towel Pro”

   Creative director, photography, film, GIFs

   A high-spec towel that stays beautiful even after 100 washes. I joined as creative director in the summer, and after more than ten meetings and many studio shoots, it launched. It reached 100 percent of its target about an hour after opening.

   • Target 300,000 yen → 2,523,050 yen (363 supporters)

4. 2023

   Material brand website

   Planning and production

   For the material brand of “Morilin Fiber Materials Group, founded 360 years ago,” I launched a website introducing six materials: shell, cozmix, eddy, air, deo and hybrid-cott. Each material page includes a video.

5. 2024.04

   “NEXT ATOM for the future”

   Instagram project

   A collaboration with Tezuka Productions' “Astro Boy.” Creator suits and T-shirts made with EVERNICE technology were sold in a limited run on Makuake.

6. 2024.08 — 2024.10

   “moririn the standard since 1662” exhibition film

   Film production (3DCG and animation)

   A film conveying the brand world at Morilin's exhibitions for Asia. Weaving in films I had made before, I created Japanese and English versions. It has been shown at ISPO Beijing and at exhibitions in Seoul, Vietnam and Japan.

Links

• EVERNICE official website
• EVERNICE Instagram
• Makuake | The Black T Revolution
• Makuake | A setup that wraps you in luxury
• Makuake | Black Towel Pro
• Osamu Tezuka official | NEXT ATOM for the future
• Article on WAVE CREATIVE (Japanese)