Tagline
“Things that have served their purpose” into “things people want”
jidai is a Japanese upcycling brand and project launched in 2022 by waji Co., Ltd. in Sakai, Osaka Prefecture. It repurposes scraps such as leather and thread generated during manufacturing, as well as used fire hoses and prototype materials, into bags and small leather goods. Its aim is to transform “things that have served their purpose” into “things people want” and connect them to the next generation in step with the times. It is characterized by a reverse approach to design that begins with the materials. As an SDGs project in collaboration with Sakai City, it also works to turn waste materials provided by local businesses and schools into products.
Concept
It proposes products that keep pace with the times and connect to the next generation.