High creativity, high technique and high quality: these are the three “highs” driving JETRO project. Created by the Japanese government in 1958, exported in France in 1963, Jetro (Japan External Trade Organization) has as ambition to spread Japanese culture and emerging talents worldwide. By establishing exchanges with other regions, Jetro aim to share industrial innovations and technological progress. Jetro will be hosted at Tranoï Femme to present 12 new Japanese talents, pursuing a rich and powerful tradition in fashion.

Top image, clockwise, from top left: Cinoh, Coohem, Rawtus, Saralam


This brand is based on the concept of “clothing not only for momentary existence but for a long-lasting wardrobe and memory” drawing unconventional, free inspiration from the streets of Tokyo.



Launched in the 2010 autumn and winter period, COOHEM had started as a factory brand of Yonetomi Seni Co., Ltd. who has a rich history as a knitwear manufacturer in the Japanese fashion industry. As a brand which esteems traditional clothing with a playful and happy aesthetic, Coohen translates its distinctive textiles into familiar items of modern fashion.



The brand name RAWTUS represents the idea of “adding something new to raw materials”. Using its original material, New Goat Leather which is super thin, ultra-light and extremely soft leather, Rawtus creates new and distinct designs for leather garment. The collection is created by two designers: one woman and one man. Combining masculine tastes, such as military style, and feminine elements, such as draping tailored through haute couture sewing, Rawtus expresses its unique view.



SARALAM is a premium knitwear label founded in 2003. Inspired by natural geometric and botanical landscapes, its collections features crochet, zig-zag and stripe pattern bags with a particular eye on traditional hand-knit craftsmanship. Saralam’s idea of innovation and creation is deeply linked with self-exploration and natural harmony leading to a peaceful balance.


Clockwise, from top left: Bilitis, Enrica, Introca


This is a brand for women that appreciate the more simple and beautiful things in life. To embody this sense of lightness, BILITIS works with a delicate fabric called French Leavers Lace. It is an antique lace made by hand, coming from France or England. Tulle is another key material to create ballerina-style tutus.



Each garment is created by the hands of several craftsmen, brought together in a unique production line. ENRICA attaches great importance to the encounters and creative opportunities that result from this collaboration.

The brand uses traditional quality fabrics created using natural materials, vegetal dyes and local techniques that have been passed from generation to generation.



Aiming at excellence, INTOCA is proud of the high standards it has set at each stage of its manufacturing process. Its objective is to rethink the basics through a unique and imaginative approach.

Clockwise, from top left: Marumasu, Suzusan, Amine


MARUMASU is a luxury scarf brand developed from a traditional dye house. Since its establishment in 1901, Marumasu has produced colourful designs for the finest fabric through innovative, integrated operations.



SUZUSAN was created based upon an ancient Japanese textile finishing technique called shibori (tie-dyeing). Hiroyuki Murase, a fifth generation descendant of a shibori artisan family, launched his own collection using this cherished technique. In addition to carrying on this tradition, the designer also has applied selected materials such as cashmere and alpaca. The collection is sold at a number of high-end boutiques around the world, such as Biffi in Milan and L’Eclaireur in Paris.



AMINE, “knitted stitch” in Japanese, is about comfort and tenderness. Having produced various knitted products in Japan for over 50 years, Amine adopted an approach based on simplicity and carefulness of materials, always with a sense of grateful for nature.


Clockwise, from top left: Grisal, Pluie, Aodress, Boussole où est que vous voyagez ?


GRISAL scarves are knitted slowly on customized vintage machines to achieve a relaxed and luxurious hand, unrivalled in softness. Inspired by the greys found in nature, each scarf is knitted in a special way to allow the true character of the yarn to come through. No two scarves are the same and are let loose to fall where they please, resulting in a natural slant with soft fringed accents. Grisal is the perfect companion for all ages and lifestyles.



PLUIE, a hair-jewellery brand established in 2013 by hair stylist Yuya Takahashi, embodies the concept “Pluie ressentie par surrealisme,” meaning rain felt by surrealism. For AW16, Pluie presents innovative hair-jewellery pieces which explore the perfectly imperfect. In addition, Pluie Bijoux continues its expansion into jewellery, with more styles including signature ear cuffs.



AODRESS is a line of new dresses made from old fabric and used clothing,

inspired by travels around the world and the impressions left on the designers by all of the people, things and ideas that they encountered along the way. From 2012, Aodress also started to work with the Indian hand-spun and hand-woven.


Boussole où est que vous voyagez ?

Uko Sugawara and Toshiaki Sugawara founded BOUSSOLE in 2006. It is the story of the knitting process from the yarn to the garment, a trip through fun, comfort, good quality and gentleness.