The Moment Different Perspectives Converged

The members of IGUSABI came together as a result of a series of coincidences that seemed inevitable.

At a time when we were feeling a sense of crisis about the future of the rush grass industry, we met members who wanted to tackle social issues, as well as partners who wanted to use design to convey the charm and potential of the region to society.

When these diverse motivations came together in one place, discussed, and intersected, a strange sensation emerged. It was not a matter of addition or subtraction, but a sense of creating a new landscape through overlap.

Thus, the IGUSABI brand and its members were established.

The seed of a brand that sprouted in a Kyoto café

The turning point came during an event at a café in Kyoto. The interior was simple, stripped of all excess, creating a comfortable atmosphere of tranquility.

“This place is like the epitome of minimalism,”

someone remarked, and the conversation naturally turned to IGUSABI.

“We want the igusa brand to cherish this minimalist philosophy.”

— Without unnecessary decoration, highlighting the essence.

— And reflecting the Japanese tradition of living in harmony with nature.

The conversation that took place there became the seed for the IGUSABI brand. Guiding people to a “natural state” through scent and materials. Such a vision of the future began to take shape slowly.

The Philosophy of IGUSABI

At the core of IGUSABI lies the concept of “returning to nature.” This is a value that the Japanese people have cherished for thousands of years.

Rather than seeking flashy or artificial abundance, we aim to live in harmony with nature, using only what is necessary. In modern times, we have unknowingly drifted away from this natural way of life. That is why we hope to help people rediscover the sense of returning to nature through igusa.

IGUSABI is not just a product brand.

We aim to be a catalyst that inspires awareness and helps people reconnect with their true selves.

Toward the future

IGUSABI's future will undoubtedly lead to rewards for farmers. However, what is even more important is spreading fundamental values throughout society.

Together with our team, we envision a brand that is refined and polished. Simple yet special, it offers those who hold it a sense of “special experience.”

The logo embodies this vision. Minimalist yet instantly sophisticated, its design balances luxury and uniqueness, embodying IGUSABI's vision for the future.

IGUSABI is still in its infancy

IGUSABI would not exist without the members of IGUABI. It is because we shared a sense of crisis about rush grass, thought together, and talked about the future that IGUSABI exists today.

From now on, we want to continue to deliver the realization of “returning to nature” through rush grass. We also want to pass on the values that the Japanese people have cherished for a long time to the future.