Social Luxury: Clothing is not supposed to be inexpensive in the first place. (1) Creating a cycle of wealth."

Rui Couture advocate for 'Social Luxury.' While 'Sustainable Luxury' is a commonly used phrase, and I also want to follow that path, we want to focus not only on material issues but also on systemic problems.

Whether it's apparel or most of Japan's inexpensive products, the brunt is often imposed on the producers. I believe you are all familiar with the stories of subcontractors being haggled down.

Creating clothing is a labor-intensive task, and truly good work is not something anyone can do. While desk work may eventually be entirely taken over by AI, it will still take time for machines to handle all ironing and intricate sewing. Tasks that can only be done by humans become valuable. To ensure that craftsmen do not diminish, we should create an environment where they can strongly assert their demands. For this, we cannot continue with further easy price reductions.

As the gap between rich and poor continues to widen, there is still a need for inexpensive clothing. However, the purchasing power of the affluent is also increasing. In that case, a system is needed to redirect resources from those who have to those who don't, even if only a little, through products. Clothing is not supposed to be cheap in the first place.

I believe that small brands can implement this more easily than large companies with old corporate structures that incur unnecessary labor costs. Rui wants to conduct business in a way that encourages the growth of such small-scale brands and attracts customers who support this idea."