ABOUT
Who we are
The Brand
Ay is a Japanese cultural brand transforming vintage kimono textiles into contemporary fashion and sustainable textiles. Rooted in the heritage of Isesaki Meisen, Ay creates wearable art that connects tradition, innovation, and conscious craftsmanship.
The name “Ay” carries a double meaning:
- To wear with love
- To create with love for local culture, history, and community
Rather than preserving tradition as something static, Ay believes in reviving culture through use.
Through upcycling, digital textile archiving, and sustainable production in collaboration with Japan’s finest factories, Ay proposes a new model where heritage continues to evolve and circulate into the future.
Our Vision
Revival of isesaki meisen
Rooted in Isesaki Meisen — a historic silk kimono textile from Gunma, Japan — Ay creates garments and original textiles that transform century-old patterns into modern, wearable art. Many of these kimono fabrics are no longer in production, making each piece a rare expression of cultural memory and craftsmanship.
Upcycling
Reviving Kimono Culture Through Fashion
Ay carefully selects beautiful, high-quality vintage Isesaki Meisen silk kimonos and transforms them through a meticulous upcycling process.
Each kimono is gently dismantled by hand, cleaned, and restored before being reborn as fabric for new garments. By respecting the original textile and working piece by piece, Ay preserves the character, patterns, and history embedded in every thread.
While kimono culture has declined as everyday wear, Ay revives its essence by reintroducing these textiles as contemporary fashion.
Through upcycling, garments once destined to fade from history are transformed into modern, wearable art — allowing tradition to live on in new forms.
Ay’s upcycling approach is not about reproducing the past, but about carrying culture forward through design, craftsmanship, and conscious creation.
original textile
Ay no NUNO
In addition to upcycled kimono garments, Ay develops original sustainable textiles inspired by kimono patterns, known as “Ay no NUNO.” By digitally archiving historic designs and reproducing them using modern, eco-conscious technology, Ay connects tradition with innovation.
Sustainability
A Circular Approach to Cultural Craftsmanship
At Ay, sustainability is not a trend — it is a philosophy rooted in respect for materials, culture, and people.
By upcycling vintage Isesaki Meisen silk kimonos, Ay gives new life to existing textiles rather than producing excess. Each garment is created in limited quantities, based on the condition and availability of the original fabric, ensuring minimal waste and maximum care.
In addition, Ay develops original sustainable textiles through digital archiving and on-demand production. Historic kimono patterns are preserved digitally and reproduced only when needed, reducing excess inventory, water usage, and material waste compared to conventional textile manufacturing.
All production is carried out in collaboration with trusted Japanese factories that uphold the highest standards of craftsmanship, ethical labor, and quality control.
Through these practices, Ay embraces a circular model of fashion — one that honors the past, supports the present, and designs responsibly for the future.
Founder & CEO
AYA MURAKAMI
Aya Murakami is the Founder and CEO of Ay, a Japanese cultural fashion brand rooted in textile heritage.
Born and raised in Isesaki City, Gunma Prefecture, an area historically renowned for silk production and Isesaki Meisen kimono textiles, Aya grew up surrounded by the remnants of a once-thriving industry. Although kimono culture had already declined by her childhood, this disappearing landscape sparked a deep curiosity about local history, craftsmanship, and cultural continuity.
After gaining broader perspectives through education and international experiences, Aya began exploring ways to reconnect regional culture with contemporary society. She researched traditional textile techniques across Japan and engaged directly with artisans and factories to understand both the beauty and the challenges facing craft industries today.
In 2020, Aya founded Ay with a clear mission:
to carry the cultural identity of her hometown into the present through fashion, textiles, and sustainable design.
Today, she leads Ay as a brand that bridges tradition and innovation — combining kimono upcycling, digital textile archiving, and ethical production to create fashion that keeps culture alive through use.
