“Soeru(adding to perfection)”,
and “Musubu (forming good connections)”.
We offer a new style of Japanese accessories to all women who love Japan.
Tradition and culture of Japan have been formed over a long period of history.
Strong and beautiful Japanese women assume key roles in succession of the heritage.
We believe that women’s great love and kindness nurture the long-held tradition today and their noble and strong minds will spin new culture in future years.
Japan is a small enclosure surrounded by the sea.
GENDAI-YUKAKU is an accessory brand that offers to women living in the country under the theme of “Eternal Japanese”.
Aesthetic values vary in different countries, but GENDAI-YUKAKU believes that Japanese traditional aesthetic values are one of a kind.
We Japanese traditionally appreciate beauty in harmony with unsystematic and ever-changing nature, rather than in artificial or trimmed nature.
We think of seasons passing by and feel inspired by invisible things.
Even at the present day, though it may be hard to realize on daily basis, the delicate aesthetic values still live in people’s minds in this country. Further, these aesthetic values shape Japanese lifestyles.
GENDAI-YUKAKU focuses on three values “Soeru”, “Kasaneru”, and “Musubu” among the other Japanese aesthetics and creates original design products.
Beauty of “Soeru”: Adding to Perfection
Traditionally, Japanese people take every chance to send gifts to show their consideration for others.
Such respect and cordial sense have been cultivated in their minds.
GENDAI-YUKAKU sincerely creates each product to adorn women’s smiles.
Accessories to Adorn Smiles
Flowers added to beautiful textiles with Japanese patterns.
GENDAI-YUKAKU spices up products by using artificial flowers as charms and accents. With Japanese and western flowers, our products accentuate women’s smiles casually and boldly.
Beauty of “Kasaneru”: Layers of Colors
Japan has culture of “Kasaneru” (making layers).
Accumulated or layered small things can constitute larger or more valuable things, or even change into a whole different thing. Japanese seek beauty in these transformations and apply the layer-making value to fashion and other articles (e.g. Kimono).
Based on this philosophy, GENDAI-YUKAKU’s accessories layer colors to highlight women’s beauty.
Accessories to Layer Colors
Layers of Japanese colors selected by GENDAI-YUKAKU.
Japanese people’s love to delicate combinations of colors dates back to ancient times.
Plain color or pattern is beautiful enough, but the beauty deepens when multiple colors and patterns are layered.
Our products provide pleasure of the color and pattern matching.
Beauty of “Musubu”: Forming Good Connections
Japan also has culture of “Musubu (tying a knot, forming connections)” where the shape of knot represents people’s wishes and considerations toward others.
On celebratory occasions, Japanese people tie presents with special knots by using cords or “mizuhiki” (colorful codes made of “koyori”, which is made of traditional Japanese paper.
A good luck item).
Shapes of these knots are not only decorations but also symbols of certain messages. Further, as indicated by a Japanese expression “Goen wo musubu” (forming good connections; “goen” or “en” in Japanese means luck, chance, fate and invisible connections), these knots are considered to make invisible connections between people. These knot shapes are believed to have started in China long ago and were introduced to and adopted into Japanese style.
You can also see embodiments of this philosophy at the present time, including kimono, shrines and temples, “omamori ”(lucky charms), gift envelopes, and betrothal presents.
GENDAI-YUKAKU values the meanings represented by knot shapes and creates works wishing our customers good lucks and connections.
Accessories to Form Good Connections
These accessories are the brand’s sincere expressions of “Musubu”.
GENDAI-YUKAKU creates accessories using traditional handicrafts such as “mizuhiki” and “kumihimo” (traditional cords weaved of multiple threads (e.g. “obijime” (cords to fix “obi” (sashes)). The brand also makes works inspired by “obi”.
People come to know and pick up our products by pure happenstance. We really appreciate these encounters as “goen”. We sincerely hope that our “Musubu” products help our customers to have more good lucks and connections.