Fukada Eimi - Our First Collaboration With Popu... -

– Co-designed with a specialty footwear partner. Chunky 2.5-inch soles with a side zipper for easy on-off. Eimi insisted on memory foam insoles (“I’m not suffering for fashion”).

In a rare move for a celebrity collaboration, Eimi pushed for full transparency regarding the supply chain. Every item in the “No Filter” collection is produced in facilities that comply with the Fair Labor Association’s standards. The custom cotton used is 70% organic, and all polyester components are recycled from post-consumer plastic bottles. Fukada Eimi - Our First Collaboration With Popu...

That moment became a turning point. We scrapped the entire first production run and moved manufacturing to a smaller, more specialized facility in Osaka known for military-grade stitching. The cost increased by 30%, but we absorbed it. We also invited Eimi to conduct an unannounced quality check at the new factory. She spent an entire day inspecting seams, tugging at zippers, and even washing test samples in her own home laundry machine. – Co-designed with a specialty footwear partner