BEYOND TRADITION

urushi
An attempt to propose new possibilities and values for urushias a human- and environment-friendly natural material, the appeal of urushi, which becomes more and more durable the more it is used, and cool new urushishapes, through a sport that has been adopted as a new event for the 2020 Tokyo Olympics.
urushiIt is expensive and difficult to handle. What if it gets damaged? What if it gets damaged? The project is designed to change the conventional values of urushi, such as "What if it gets damaged?

URUSHI X SURF

THE URUSHI ALAIA PROJECT BEGAN WITH AN ENCOUNTER WITH AUSTRALIAN ENVIRONMENTAL ACTIVIST AND WOOD BOARD SHAPER TOM WEGNER. THE COMPLETED WORLD'S FIRST URUSHIALAIA IS USED AS AN ICON TO HIGHLIGHT THE POTENTIAL OF URUSHIAS A NATURAL MATERIAL THAT IS FRIENDLY TO PEOPLE AND THE PLANET.

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URUSHI X SKATE

The more you use urushi, the more it gets better and better. The scratches from skating are also seen as individuality, and a new way of enjoying urushiis proposed, similar to the way jeans and leather goods are enjoyed and nurtured to become original.

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URUSHI×BMX

A BMX PAINTED ON DIFFERENT MATERIALS SUCH AS STEEL URUSHI. WITH THE COOPERATION OF YOHEI UCHINO, PROFESSIONAL BMX RIDER AND FORMER WORLD CHAMPION URUSHI, A PAINTED BMX WAS PRODUCED. A PROMOTIONAL VIDEO WAS ALSO FILMED AND A NEW PROPOSAL FOR A "COOL URUSHI" WAS MADE. AT THE SAME TIME, THE STRENGTH OF URUSHIAND THE BEAUTY OF ITS CHANGE OVER TIME ARE ALSO COMMUNICATED. AN ORIGINAL URUSHIPAINTED FRAME BICYCLE WAS ALSO PRODUCED AND BECAME A HOT TOPIC.

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Gallery.
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Visit the Beyond Tradition website.