Originating in the French town of Nîmes and popularised in America, denim was traditionally associated with western countries. Hundreds of years on, however, high quality producers are few and far between in the US and just as rare in manufacturing hubs like Italy, says LVMH’s Emina Morioka. These days, the mecca for premium denim is widely known to be Japan where she heads up the luxury group’s local Métiers d’Art division.

“Japanese know-how in manufacturing and craft is unique on the world stage,” said Matteo de Rosa, chief executive of LVMH Metiers d’Art. But however carefully these skills have been passed down through generations, he notes that the bulk of Japan’s artisanal know-how is still at risk. It is a result of dwindling demand for traditional goods; the rise of mass-produced alternatives; a shortage of young talent taking up the skills; and barriers to growth across categories and markets.

LVMH is far from the only fashion giant partnering with Japanese artisans and manufacturers in the supply chain. A growing number of both luxury and mass market players are collaborating with masters of historical crafts, ranging from enamelware to woodwork, on designs for a global audience.

Read the full story on why companies like LVMH, Hermès and Gucci are strengthening ties with Japan’s artisanal producers to tap exclusive materials and ancient techniques. #linkinbio

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? Courtesy, Gucci