"My BABY & Me" is a special feature that weaves stories on the theme of "childcare and work" through interviews with senior moms and dads.
Vol.03 introduces Katayama, the president of Smile Cotton Co., Ltd., which continues to promote the fiber material "Smile Cotton®" from Mie, which pursues comfort. In addition to fabric manufacturing companies that have gained high popularity among major apparel shops, baby goods stores, and department stores, including being used in "Kodomo Beams" products, we also develop the comfort wear brand "HAAG" that uses our own materials. We spoke about Katayama's thoughts on work and childcare, as he has been expanding his business and has also been working to raise children.
Photo location: "HAAG" booth (inside the Dainippon City exhibition hosted by Nakagawa Masashichi Shoten)
This is a joint exhibition specializing in crafts, organized by Nakagawa Masashichi Shoten, a long-established company that has been in business for 300 years. With the mission of "connecting Japanese good things and good communications," the venue is a gathering place for craft manufacturers and retail store buyers from all over the country, boasting a large number of visitors of approximately 3,000 people. It will be held at EBiS, an event space in Ebisu, Shibuya Ward.
Smile cotton® is an original skin-friendly material recommended by the Atopic Dermatology Association, but since when has it been manufactured?
Originally, my grandfather began making cut-and-sew fabrics as Katayama Meriyasu Co., Ltd. This was passed down by the second generation father, and in 1973, he completed the fabric that became the prototype of Smile Cotton® with the aim of creating a cashmere-like feel even though it is cotton.
However, since initially, the technology and cost were not in line with each other, and skin-friendly cotton was not needed, it has not yet been made available in a commercial product. After that, we continued to improve and commercialize it over 20 years.
It's the third generation. Was it originally intended to take over the family business?
No, I was actually watching my father's struggles, so at the time I had no intention of taking over the family business. After graduating from university, he worked in Kansai for a trading company that deals in textiles and apparel. ...Well, I think the reason he chose an industry that was closer to his family business was because he had seen his father work for a long time.
Has there been any trigger and you started thinking about taking over your successor?
There are a lot of stuff...One day, the inner shirt I usually wear was in the middle of washing, so I put it on a "Smile Cotton®" inner shirt that my father had given me before. Even though it was winter, I was surprised and said, "It's not cold, it's soft! It's light!" What's more, it still stays soft even after washing. In fact, even at the trading company I worked at at the time, Smile Cotton® was treated as a product of the products, so I knew its reputation, but it was at this time that I realized it. And what will the father do when he gets older? When that happened, I wanted to use some of the knowledge I had acquired in apparel sales and logistics, so I retired from the trading company at the age of 33 and joined Smile Cotton Co., Ltd.
Has the business continued well since taking over the company?
I thought I took over, but at first I started out in a position like a sales person, but I thought it was a tough job and watched it. We make thread, dye it, and make it into a product and ship it... It was a very difficult business business because it was just a manufacturing factory in the Mie region and not selling without permission. The prices are also higher than the average ones. As I did this, I began to think about how to present it and what kind of customers would buy it, and how to create my own prices in the market.
They said they started rebranding.
I agree. We also started our own brand to get the value recognized by the market. That's the "HAAG" that we are exhibiting today.
From then on, performance has also increased steadily?
Since taking over, it has grown by about 150% every year, and since then I think it has been 4 or 5 times the sales figures.
That's amazing! Has HAAG's direct sales increased?
As with direct sales, it seems that department stores have it on sale, and as many people have noticed it, it has also started to talk about OEM manufacturing and fabrics.
What kind of developments are you thinking about in the future?
Recently, we have begun developing lines that utilize original materials mixed with yarn that can block UV rays, as well as water-absorbing and quick-drying materials. Not only would you like to wear it as an underwear material for infants and young children, but I would also like to wear it normally because it's cool or because it's comfortable, and as a result, it will become interested in the material called Smilecotton®.
Especially since the COVID-19 pandemic, health orientation has been increasing, so I try to think about how I contribute to it.
As you work hard, I imagine it will be quite difficult, but how do you interact with your children and, ultimately, your family?
In a sense, families are just like companies, so they are organizations. I think it's not that we can't cherish this, and even if it's correct, it won't be understood by saying it without any consideration, and we have to be considerate of each of them. I think there are many similarities.
What do you value when raising your child?
Anyway, it's about listening. The child asks things like, "There are kids who do this kind of thing at school, why?" When you're busy, you tend to just say "Hmmmm," but then you can just rewind and say, "Oh, sorry, I've mentioned earlier, but one more time."
When I'm taking lessons, I try to just pick up and drop off, and instead watch the practice.
picture! Do you come along every time?
Yes, I'm presenting my son's soccer every week, and when there's something he can't do, I also take a video of his practice and help him out by saying, "This is a little more."
Why not say something like, "It's been a day off, so I'll use that time to spend my time..."
Hmm... In the end, I don't think children can grow up on their own, so when they run into something they can't, they need to overcome it. Rather than saying "Come up early" from the top level just because you're an adult, you go down to the child and help out together. I believe that as you go up a few steps, you will gain the ability to overcome difficulties on your own and gradually improve.
I think it is important to "empathize" with the pain and joys you have overcome. I believe that we must create these points intentionally. Knowing things like, "What are you interested in" and "What are you angry about?"
A few old days ago, the image of a parent and child was missing something, and when we were in adolescence, we lost all conversation...
oh yeah. I think the reason why parents and children get along well is because they have a common topic. There's no need to be friends, but even when a child has a hard time, it's a relief to know that "Oh, parents know this and support you."
If that happens, will the fourth generation of "Smile Cotton" be your child in the future?
Hmm... (laughs). Well, say "I want to do it." But I want to make it a fun job that makes me want to try. If you feel that father's manufacturing is pleased by people in the world and is of great help, you will naturally develop interest. I also think that is the reason why companies exist in the first place. I try not to forget how I can contribute to society.
