Our Commitment to "Craftsmanship"
At Simply Native, the most important value we prioritize in our products is "craftsmanship," which we touched upon in Vol. 1. When selecting our products, craftsmanship is one of the key criteria we consider. We use this term, “craftsmanship,” not only as an important representation of our brands ethos but also as a commitment to a shared belief, which resonates with everyone involved in Simply Native and one that we hope everyone can support.
Wood Carver Mr. Nakahara
Value Born Through Use
The products we offer are lifestyle crafts. Rather than using terms like Everyday crafts or Lifestyle crafts, we intentionally use the term Thoughtful crafts for everyday living. We believe that beauty and artistry lie within use of practical items in daily life. This philosophy is at the heart of our approach to lifestyle crafts.
These items range from traditional handmade crafts, regional industry products, and food products. The diversity of genres and production scales is vast, but one thing is always common: they are all objects meant for daily use. Unlike art pieces that are meant to be admired from a distance, these crafts are intended to be handled, used, and worn down with time.
It is through the experience of using these items—through time, space, and interaction—that true value is created. The simple act of use transforms these objects into meaningful, living parts of our everyday life.
The Maker’s Philosophy and Experience
Objects imbued with craftsmanship have the power to inspire new perspectives in the user, enrich daily life, and, at times, even change it profoundly. Japan is a rare country where lifestyle crafts have been deeply integrated into daily living for centuries, a tradition that continues to shape its culture.
So, what exactly is this “craftsmanship”? We believe it is a reflection of one’s philosophy and approach to life. First, it’s about taking pride in one’s work and continually striving toward an ideal. Second, it’s about understanding oneself as part of nature. Many makers view the natural materials from their local environment as the starting point for creation, seeing themselves as an integral part of the ecosystem. Finally, it’s about harmony with others across time. The techniques and wisdom passed down through generations serve as the bridge to this harmony. This accumulation of a maker's philosophy, experience, and connection to both nature and humanity is what we call “craftsmanship.”
The Original Experience of Craftsmanship: My Father
When I think of the word "craftsmanship," the first image that comes to mind is my father. He is a skilled artisan specialising in the repair of Oshima Tsumugi, a traditional fabric from Amami Oshima. In his mid-70s and with no successor, he may be the last craftsman of his kind in Amami. The production of Oshima Tsumugi is divided into 30-40 stages, with the fabric passing through several hands before completion. During this process, small snags or stains can occur, which is where my father’s work comes in—he meticulously restores these pieces.
My father was always experimenting with stain removal techniques and would often visit other regions to explore new cleaning methods. His dedication to learning and improving was driven by one goal: to make his customers happy.
Additionally, I was deeply influenced by his way of living in harmony with nature. He would consider the state of the silk when deciding how to handle it, and he would adjust his work based on the weather. The interaction between humans and nature was integral to his daily work. These formative experiences led me to the understanding of craftsmanship that I hold today.
The Responsibility as a Producer of Japanese Culture Abroad
Simply Native plays the role of a bridge between Japanese craftsmanship and international users. At our flagship store in Sydney, we receive various inquiries on a daily basis. These range from questions like, "What materials and methods would be best for restoring a Japanese garden?" to "We're opening a luxury restaurant—do you have any unique cocktail ingredients not used elsewhere?" The one thing that unites these inquiries is their desire for authenticity.
In today’s world, where products are abundant, choosing what to offer becomes a significant decision. How do we interpret the value of a product? How do we translate it, and how do we communicate it? These choices determine how the product is perceived abroad and influence the reputation of both the maker and the region it originates from. This is why our work demands constant learning, updating, and great responsibility, especially when it comes to handling even the smallest details of communication. Each interaction we have carries a larger weight in shaping the future of these products and the perception of Japanese craftsmanship.
Workshops with Artisans Invited from Japan
Craftsmanship in Local Communities: Shifting Perspectives
For a long time, the craftsmanship of local communities in Japan has been spoken of in a negative light—described as a declining industry plagued by decreasing demand and a shortage of successors. I, too, held this view strongly when I worked for a small business support organisation in Japan.
Looking back, I feel somewhat embarrassed by this perspective, but at the time, I saw makers as “people who need help,” driven by a desire to do something about it, which eventually led me to start my own business. However, as I began my own venture and deepened my connections with artisans, my respect for them grew profoundly. Their unwavering commitment to their work, their sense of being nurtured by nature, and their ability to make decisions and live independently—these qualities filled me with admiration. I realised that the attitude of these artisans holds lessons for everyone, transcending borders and cultures. Their approach to life and work offers invaluable wisdom that everyone, regardless of background, can learn from.
Edit & text: Ikeo Yu
Translation: Natasha Bray