Reviving Tradition in a Digital Age: The Success Story of Shakunone Ties

The Resilience of a Traditional Craft

Hokumoto Sewing, established in 1968 in Tsuyama City, Okayama Prefecture, Japan, is a remarkable story of growth and adaptation in the face of changing business norms. Despite the challenges posed by Japan’s shift towards business casual attire and the rise of remote work due to the pandemic, this venerable necktie company has flourished. Under the stewardship of its third-generation president, Tatsuhiro Hokumoto, the company humorously acknowledges its remote, rural roots, yet it has witnessed a staggering 200-fold sales increase within just seven years.

A New Direction Under New Leadership

Initially a hairstylist, Tatsuhiro returned to his mother’s 10-employee family factory in 2008. Starting as a button sewing and subcontracting workshop established by his grandmother and neighborhood housewives, it eventually specialized in necktie manufacturing. Despite previously serving high-end brands, the advent of cheaper overseas labor markets threatened its survival.

Innovation and Brand Creation

Realizing the need for innovation, Tatsuhiro turned to e-commerce and created the brand “SHAKUNONE.” However, the journey was…