Smile Cotton® is an original material that is gentle on the skin and has been recommended by the Atopic Dermatology Association, but how long has it been in production?

Originally, my grandfather started making cut-and-sew fabrics as Katayama Knitting Co., Ltd. My father, the second generation of the company, inherited this idea, and in 1973, he created the fabric that became the prototype for Smile Cotton®, aiming for a cotton-like feel similar to cashmere.
However, at first, it was not commercialized because the technology and cost were not compatible, and there was not much need for cotton that was gentle on the skin. After 20 years of continuous improvement, we finally succeeded in commercializing the product.

It's the third generation. Did you originally intend to take over the family business?

No, in fact, I had seen my father struggle, so at that time I had no intention of taking over the family business because it was something I could not do myself. After graduating from university, I got a job at a trading company that handles textiles and apparel in the Kansai region. ...Well, I guess the reason I chose a business that was close to my family's was based on the fact that I had always watched my father work.

Did something happen from there that made you want to follow in his footsteps?

There's a lot going on...One day, the inner shirt I always wear was being washed, so I put the sleeves through the "Smile Cotton®" inner shirt that my father had given me. Even though it was winter, I was surprised and said, "It's not cold and it's soft! It's light!" Moreover, it remains soft even after washing. Actually, the trading company I was working at at the time sold Smile Cotton® as one of their products, so I knew of its reputation, but it was at this time that I realized it for myself. And now that my father is old, what should he do with the company? At that time, I decided that I wanted to make use of the knowledge I had acquired in apparel sales and logistics, so I quit my job at a trading company at the age of 33 and joined Smile Cotton Co., Ltd.

Has business been going smoothly since you took over the company?

I took over the job, or rather, I started out in a sales position, and I thought it was a very difficult job. We make thread, dye it, make it into a product and ship it... As a business, it was extremely difficult because just because the fabric was made in a local factory in Mie, it didn't automatically sell. The price is also higher than regular ones. In doing so, I began to think about how I should present my products and what kind of customers should buy them, and how I could set my own prices in the market.

They started a so-called rebranding.

I agree. We also started our own brand in order to have our value recognized by the market. That is ``HAAG,'' which is still on display today.

Has your business performance improved since then?

Since I took over, it has grown about 150% every year, and I think sales have increased four or five times since then.

That's amazing! Has HAAG's direct sales increased?

This goes for direct sales as well, but as we got our products stocked in department stores and caught the attention of many people, we started receiving inquiries about OEM manufacturing and fabrics.

What kind of development do you have in mind for the future?

Recently, we have begun to develop a line that utilizes original materials mixed with yarn that can block UV rays, as well as materials that absorb water and dry quickly. I would like it to be used not only as an underwear material for infants and children, but also for adults to wear it because it's cool or comfortable, and as a result, to get them interested in the material called smilecotton®.

Especially since the coronavirus, people are becoming more conscious about their health, so I'm trying to think about how I can contribute to that.

I can imagine that it must be quite difficult as you are working hard at your job, but how do you interact with your children and family?

In a sense, a family is an organization, just like a company. I think it's wrong if we don't value that, and even if we say the right things in a dumb way, it doesn't get across, and we have to have compassion for each person. I think there are many similarities.

What is important to you in raising children?

It's all about "listening". Children often ask things like, ``There's a child who does this kind of thing at school.Why is that?'' When I'm busy, I tend to just say, "Hmmm," but then I just rewind and listen, "Oh, I'm sorry, that's what I said earlier, but I'll say it again."
When I go to lessons, I try to watch them practice rather than just picking them up and dropping them off.

picture! Are you always with me?

Well, I attend my son's soccer games every week, and when there's something I can't do, I take a video of the practice and help out by saying, ``I'm a little bit better here.''

Don't you find yourself thinking, ``I've got a nice day off, so I'm going to use that time to spend some time for myself...''?

Hmm... After all, I believe that children don't grow up alone, and when they encounter something they can't do, they need to overcome it. Instead of saying, ``Come up quickly,'' from the top bunk because you're an adult, you go down to the child and help them together. I believe that as you climb up several levels, you will gain the strength to overcome difficulties on your own and move up one level at a time.

I think it's important to "empathize" with others, including the painful feelings and the joy of overcoming them. I think we have to create such points intentionally. Know what you are interested in and what makes you angry.

A long time ago, the image of parents and children was lacking in that aspect, and by the time they reached adolescence, there was no conversation at all.

oh yeah. I think the reason why parents and children get along so well is because they have something in common. There's no need for them to be friends, but even when kids are going through difficult times, it's helpful to know that their parents know about this and are supporting them.

In that case, will your child become the fourth generation of "Smile Cotton" in the future?

Hmm... (lol). Well, if you say "I want to do it." However, I want to make it a fun job that people want to try. If you feel that your father's creations are being enjoyed by people around the world and are being useful, wouldn't you naturally become interested in them? I believe that this is the reason why companies exist in the first place. I try not to forget the perspective of how I can contribute to society.