F/CE. × Fujita Metal. The Power of "Workwear" to Elevate the Brand Power of Local Factories

Click the image to visit the "FUJITA KINZOKU KOBA-FUKU" website.

Small factories face various challenges, including labor shortages and the issue of passing down skills. To address these challenges, an increasing number of companies are strengthening their brand power through the development and sale of their own brands and products.

This time, we focus on branding for small factories that shifts the emphasis from "products" to "the workplace" and "the people who work there." It's a workwear production project born from the collaboration between Fujita Kinzoku, a representative small factory in Yao City, Osaka, and the apparel brand F/CE.® (hereafter referred to as F/CE.).

What led to this collaboration? What are the characteristics of the workwear? What are the key points of small factory branding? Four individuals share their insights: Mr. Seiichiro Fujita, President and CEO of Fujita Metal; Mr. Toshifumi Yamane, Designer at F/CE.; Mr. Shigeru Nakano from Teijin Frontier, who provided the workwear materials; and Mr. Masaki Terada from Dentsu Inc. Solution Design Bureau, who planned and produced the project.

A collaboration between small factories and apparel born from facing the challenge of "human resources"

Terada: Our first meeting with Mr. Fujita was at FactorISM, an open factory event where visitors could experience small factory manufacturing. As we talked, he shared his concerns about "human resources," which became the starting point for this project.

Fujita: That's right. Our company not only manufactures products as a subcontractor for major corporations but also focuses on developing our own brand products. Items like our "Frying Pan Jū"—a high-quality, thick-gauge iron pan that cooks food deliciously and whose handle can be easily removed to use it as a serving dish—have been very well received. Thanks to this, we've successfully raised awareness of Fujita Metal. However, increasing the number of people who say, "I want to work at Fujita Metal!" and boosting employee motivation remained challenging—something I'd been struggling with for a long time.

Fujita Metal

Established in 1951 in Yao City, Osaka Prefecture. Leveraging advanced technical skills passed down through four generations, the company continues to produce metal products like frying pans, pots, kettles, and cups. In recent years, it has also focused on developing original in-house brands and products, such as the "Frying Pan Jū" and "Table Lamp Ichi," winning various domestic and international awards including Germany's "Red Dot Award 2021" and "iF Design Award 2021."Terada: Honestly, I was surprised that Fujita Metal, which produces so many creative products and attracts media attention, faced such challenges. So, how could we solve their personnel issues...? What came to mind was creating workwear. We proposed it as branding centered not on "products," but on "the workplace" and "the people."

Fujita: When Mr. Terada proposed this project, I honestly thought it was interesting. The idea of employees working in cool apparel designed by the F/CE. brand would boost their motivation. Also, since our shop on the second floor of the factory allows visitors to observe our employees making products, I thought it would let visitors feel the coolness of the people working here.

Terada: I approached Mr. Yamane of F/CE. because I thought their products, which blend fashion and functionality, would match Fujita Metal's workwear. May I ask why you agreed to participate in this project?

F/CE.
A fashion brand by Toshifumi Yamane and Mami Yamane. Based on contemporary fashion, they create functional, high-quality apparel and bags. Each season, they develop collections themed around "one country selected from around the world." They actually visit the featured country, experiencing its lifestyle, history, architecture, art, and music, then translate the inspiration gained locally into their designs and details.Yamane: I previously designed uniforms for Shiseido, which made me appreciate the appeal of workwear design. Unlike general fashion, workwear requires designing within many constraints. It involves listening to users, considering functionality and convenience, while still expressing your own identity... I joined this project because I felt my strength in this approach to making things would be valuable.

Fujita Metal has various products. Personally, as I enjoy camping, I was also interested in the "Frying Pan Jū," which can be used as a plate by removing the handle. Another reason was being drawn to the "unchanging approach to manufacturing" of the town factory. I was strongly conscious that I had to create workwear worthy of Fujita Metal's products, where the inherited craftsmanship and convenience truly shine.

(Left) F/CE. designer Toshifumi Yamane, (Right) Fujita Metal President and CEO Seiichiro Fujita,

Combining "functionality" that supports factory workers with "fashionability" suitable for everyday wear

Click the image to view the "FUJITA KINZOKU KOBA-FUKU" PV site.

Terada: Through our collaboration with Fujita Kinzoku, we created overalls, sweatshirts, T-shirts, and caps. Could you tell us about the key points and attention to detail in their production?

Overalls. Features like an adjustable drawstring at the pant hem and belt loops for easy wear when lowering the front panel ensure comfortable summer work.

Yamane: The first key point is definitely functionality. When we toured the factory, we learned the work processes are diverse. So, we aimed to create workwear that's easy to move in for everyone, whether they're sitting for long periods or bending over to operate machinery. For example, we added a "U-shaped" pleat at the knees of the overalls to facilitate bending and straightening. We also paid close attention to the placement and size of tool pockets. By focusing on these detailed functionalities, we created workwear suitable for all seasons.

Yamane: That's also why we chose to use the material "SOLOTEX®" (※). SOLOTEX® is not only easy to move in and resistant to wrinkles, but it's also machine washable and quick-drying. We received cooperation from Mr. Nakano of Teijin Frontier, a specialized textile trading company, in adopting this material.

※SOLOTEX® is a material by Teijin Frontier Co., Ltd.

Nakano: "SOLOTEX®" is characterized by its excellent stretchability and high shape recovery, which resists wrinkling. Since F/CE. had also adopted it for their apparel, I heard about this project through Mr. Yamane. As a manufacturing company like Fujita Metal, we also wanted to support the small factories that underpin Japan's industry by providing materials, which is why we joined the project.

Considering work environments with flying sparks, we also proposed an original material for sweatshirts and T-shirts: a composite of fire-resistant cotton and "SOLOTEX®". While our work often ends with just providing the material, this project was meaningful for me personally, as I strongly believe staying close to the field and users is crucial.

(Top) Sweatshirt (front/back), (Bottom) T-shirt and cap. The sweatshirt and T-shirt feature a circular motif inspired by the spinning machines and dies handled by Fujita Metal. Additionally, since craftsmen often carry various tools, the sweatshirt and T-shirt include pockets.

Yamane: Another key point is its fashionability for everyday wear. This was a fundamental premise in the design process. For example, wearing it from home during the commute, or wearing it when going shopping with the family on days off. Since it bears the Fujita Metal logo, we thought people seeing this wear out and about might wonder, "What is Fujita Metal?" and it could spark their interest to look it up. That's precisely why we used "Solotex," a durable, high-quality fabric, and finished the design so it feels "cool" even when worn daily.

Fujita: From the moment I saw the first rough draft, I thought, "This is seriously cool!" (laughs). It's been a huge hit with employees too. Some have even asked, "Can we buy extra since we want to wear it daily?" It's spacious, easy to move in, and above all, the design is great. It's really boosted employee motivation.

Yamane: And the concept of "being wearable as everyday clothing" also stems from my own sustainable mindset—ideas like not wasting things and promoting reuse.

Terada: I definitely think "sustainability" is a major theme. Typically, workwear for factories is mass-produced. But products from small factories like Fujita Metal aren't like that. They're carefully crafted piece by piece to be used for a long time. That's precisely why we choose items we can use for a long time ourselves. I feel sharing this mindset is like throwing a stone into the pond to make ripples in society.

Nakano: This fabric is durable and resistant to deterioration, so it seemed perfect for the "long-lasting" aspect. It would be wonderful if this workwear could help shift away from the consumption pattern of discarding items as soon as they're worn out.

Terada: As Teijin Frontier, what significance do you see in participating in projects like this?

Nakano: As I mentioned earlier, we want to support small factories by providing fabric. But a major motivation is preserving Japanese craftsmanship. Japan has many fabric-producing regions, like Kiryu Silk in Gunma Prefecture and Bishu Wool in Aichi and Gifu Prefectures. This time, we commissioned Okazaki Knit in Wakayama Prefecture to create a custom fabric. We approached this with the hope of connecting the manufacturing of the textile industry with that of small factories. Furthermore, receiving feedback on materials directly from people who actually use the garments through projects like this is a definite plus for our business.

Enhancing Small Factory Brand Power and Expanding New Possibilities by Communicating the "Inside" of Companies

Terada: When considering branding for small factories, I believe the foundation must be "craftsmanship." At Fujita Metal, we've seen many cases where people become fans of the company through products like our "Frying Pan Juu." However, initiatives like this workwear project, which show the "inner workings" of a company, are still not mainstream. If we can showcase the appeal of the "working environment" and the "people working there," it could be a significant opportunity for small factories.

Fujita: In fact, we've had employees who inquired about job openings because they admired Fujita Metal's products. I hope that "admiration for the workwear" can become another entry point. Many people learn about Fujita Metal through SNS or YouTube and come for interviews. If they see employees wearing cool gear and think, "I could wear this too!", and that becomes a reason they want to work at Fujita Metal, that would be wonderful.

Terada: From the perspective of our collaboration with F/CE., it should also introduce Fujita Metal to people in the apparel industry. While limited in quantity, this workwear will be available for general sale on F/CE.'s e-commerce site, so it will likely reach many people outside our industry. If it sparks interest—"Wow, a small factory wears such stylish workwear!"—and leads them to explore Fujita Metal's products, that would be a huge benefit for us. It could even become a starting point for future collaborations, right?

Yamane: Personally, I'm also looking forward to seeing a new world, different from fashion. OPEN YOUR EYES, the company behind F/CE., operates the world's first concept store for the Danish outdoor brand "Nordisk." I think it would be great if we could leverage Fujita Metal's expertise in that outdoor product area. I'd love to try making something like a fire pit.

Terada: Outdoor items especially demand functionality. I think this is an area where we can fully leverage the strength of small factories – their high technical skills to create products with outstanding functionality.

Nakano: Regarding workwear from small factories, it would be interesting to see similar initiatives expand into a series.

Terada: Exactly. I'd be thrilled if we could make this kind of initiative sustainable, promoting "cool small factories" through workwear not just here, but across other manufacturing sites too.