HEART LAND Co., Ltd. has been engaged in apparel OEM (original equipment manufacturing) for many years. Leveraging its strength in understanding brand planning intentions and materializing everything from specification design to sewing and production, the company launched its own brand in earnest during the COVID-19 pandemic to “use our own hands to create and deliver unique items that the world has never seen before.”
Their flagship product is Godisru, a modern denim hanten that updates the traditional Edo hanten winter coat for modern living. While retaining the distinctive appearance of the traditional Japanese hanten jacket, this garment has been reimagined through updated materials, structure, and silhouette, making it suitable for both urban and outdoor wear. Based on tough denim that develops character over time, it incorporates a windproof and heat-retaining layered structure, tailored as a garment that supports outings in the cold season.
Their flagship product is Godisru, a modern denim hanten that updates the traditional Edo hanten winter coat for modern living. While retaining the distinctive appearance of the traditional Japanese hanten jacket, this garment has been reimagined through updated materials, structure, and silhouette, making it suitable for both urban and outdoor wear. Based on tough denim that develops character over time, it incorporates a windproof and heat-retaining layered structure, tailored as a garment that supports outings in the cold season.
Philosophy & Vision
Hanten were originally a part of Japanese clothing culture worn in daily life. However, it is now becoming something that people “know of, but do not wear.” We at HEART LAND propose that hanten not be a “tradition to be displayed” but again as a “tradition to be used,” with designs and functions that fit into today’s lifestyle.
Based in Ryogoku, a district where the spirit of Edo culture can still be felt, we are rooted in an area that once thrived as a center of garment manufacturing. The atmosphere rooted in the region and the power to create. Rooted in this cultural and industrial heritage, we present our creations as “Modern Japanese Attire” from Tokyo to the world, carrying forward the spirit and legacy of our region into the next generation.
Based in Ryogoku, a district where the spirit of Edo culture can still be felt, we are rooted in an area that once thrived as a center of garment manufacturing. The atmosphere rooted in the region and the power to create. Rooted in this cultural and industrial heritage, we present our creations as “Modern Japanese Attire” from Tokyo to the world, carrying forward the spirit and legacy of our region into the next generation.
Creator's Commitment
Traditional hanten, loved for ages, actually had clear weaknesses. The sleeves were short and hard to move in, and because the front was fastened with a single string, wind would enter through the gaps. Our modern hanten began by re-evaluating these "traditionally accepted norms" one by one.
The defining feature of our hanten is the front design that can be securely fastened. While shielding against the wind, it combines ease of wear with a modern silhouette. Furthermore, we combined a windproof layer and insulation material behind the denim fabric. We refused to compromise on zippers or parts, increasing the degree of perfection with an attitude of “generously investing in good materials,” which is possible precisely because of small-lot production. The textured fabric, which expresses its look through weaving rather than printing, develops character the more you wear it, becoming a reliable companion in your daily life. This is the true form of the “modern hanten” that we pursue.
The defining feature of our hanten is the front design that can be securely fastened. While shielding against the wind, it combines ease of wear with a modern silhouette. Furthermore, we combined a windproof layer and insulation material behind the denim fabric. We refused to compromise on zippers or parts, increasing the degree of perfection with an attitude of “generously investing in good materials,” which is possible precisely because of small-lot production. The textured fabric, which expresses its look through weaving rather than printing, develops character the more you wear it, becoming a reliable companion in your daily life. This is the true form of the “modern hanten” that we pursue.
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