Threads and tea: new takes on Japanese tradition with Ichijiku and Ito En

This episode of The Entrepreneurs explores two innovative Japanese ventures redefining tradition through modern entrepreneurship. First, Canadian founder Aaron Benjamin shares the story of Ichijiku, a Tokyo-based luxury brand that transforms vintage kimono fabrics and tanmono into bespoke suits, bomber jackets, and even interior design elements. By shifting focus from finished garments to raw, artistic fabrics, Ichijiku positions itself as both a fashion label and an art gallery, emphasizing accessibility, craftsmanship, and sustainability. The brand’s growth has been driven by word-of-mouth and luxury travel partnerships, with a strong international customer base. Later, Rona Tison, executive advisor and tea ambassador for Ito En, discusses the global rise of green tea, particularly unsweetened ready-to-drink varieties. She highlights the company’s sustainable practices, support for young tea farmers, and strategic global expansion into 40 countries, including recent partnerships with major brands and athletes like Shohei Otani. The episode underscores how tradition, when reimagined with purpose and innovation, can thrive in a modern, globalized world.