majotae is a textile brand that uses Taima-fu, a type of Japanese hemp. Taima-fu is a fabric with rich cultural history, beloved for its versatility, small ecological impact, and a unique handfeel that improves with wear and age. As many of its processes are incredibly laborious, the textile unfortunately fell out of favor during the Industrial Revolution.

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majotae was able to leverage the latest manufacturing technology to mass produce Taima-fu, making it possible to bring this traditional fabric into the modern era.

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LYDIA helped craft the brand’s core message around new luxury: versatile things that get better with age, choosing things with a small ecological footprint, a deep connection to both past and future.

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We echoed these new luxury values through the creation of a design system, careful curation of the brand’s archives, clarifying and simplifying majotae’s values around sustainability.