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Japanese government’s virtual "Showcase Japan" returns for second edition
03 September 2021

JOOR, the world’s leading digital wholesale platform has announced the return of “Showcase Japan”, a virtual fashion event featuring over 30 of the most directional and contemporary Japanese fashion brands in partnership with the Japan External Trade Organisation (JETRO).

Hosted on JOOR Passport until 22 October the "Showcase Japan" event provides a platform to raise global visibility of 30 of the most directional and contemporary Japanese fashion brands for the SS22 selling season.

With a particular focus on womenswear this edition, international fashion buyers are able to shop across a broad range of categories including sustainability, diversity, Japanese craftsmanship, and more.

JOOR Passport’s first edition of “Showcase Japan” for the AW21 selling season drew 10,300 retailers from almost 60 countries around the world.

JOOR CEO Kristin Savilia explained: “Given the tremendous success of the first show, JETRO has scheduled two more editions, one launching in August 2021 and another in January 2022. Significantly, all orders from the first event came from outside of Japan, achieving our mutual goal of broadening global reach and distribution for this outstanding group of Japanese brands.”

Highlighted JETRO Womenswear Brands for SS22 Include: 


Established in 2010, Coohem is the in-house brand of manufacturer, YONETOMI SENI CO. LTD., a knitwear specialist based in Yamagata and founded in 1952. Coohem has become well-known for its knitwear embodying its unique techniques and forward looking vision.


Global in its outlook and inspired by traveling around the world, ADAWAS incorporates the world's finest materials to create the vision of this brand. Experimental combinations mixing different fibres create unique and wearable pieces for contemporary life.


The Pameo Pose brand was founded in 2013 as an online boutique with the concept of "a store where you can enjoy fashion as an individual who transcends all boundaries”. The creative director and designer is PELI, a graduate of the Bunka Fashion College and also a DJ. Her signature romantic, girly, and directional collections have gained wide support from trendsetters regardless of gender. Recent collaborations include MARY QUANT × PAMEO POSE.


In Japanese “Aida” means "Balance". This concept forms the DNA of the RE SYU RYU brand and is expressed through a uniquely Japanese aesthetic sense known as Iki. Beautiful pieces that are neither too straight nor too curved, neither too long nor too short, neither too raffish nor too somber, form the foundations of this womenswear brand specialising in stunning separates.


A new concept denim brand from Tokyo, RED CARD is based on the principles of founder Yuji Honzawa's 3 Fs: fabric, fit, finish. RED CARD offers the utmost precision by each individual artisan engaged in its production process. Made in Japan, RED CARD uses the highest quality Supima cotton manufactured by UJYO Bussan and YKK snap fasteners for buttons and rivets. You can find delicate Japanese craftsmanship in all aspects of RED CARD’s denim, from the wash to the whiskers and detailing, creating a unique vintage look and feel.


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