TORIABURACHO
Where Edo Meets Design
Inspired by the visual culture of Edo Japan, TORIABURACHO is a wearable storytelling project.
Featuring bold, embroidery-style graphics and timeless symbols, this Tokyo-born brand reimagines historical artistry through fashion. Every piece connects the past to the present — with style, meaning, and cultural depth.
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Heritage
A Historic Name Revived
Toriaburachō—literally “Oil Street”—was once the leading hub of Edo’s publishing scene.
In 1783, visionary publisher TSUTAYA JUZABURO opened his shop, KOSHODO, right in this neighborhood. From there, he would launch some of Japan’s greatest cultural exports — UKIYO-E prints and illustrated books that still captivate the world today.
Tsutaya wasn't just a printer. He was a curator of culture. By championing rising talents like KATSUSHIKA HOKUSAI, he helped define an aesthetic legacy that lives on in TORIABURACHO’s designs.
Craft & Design
Embroidery-Style Printed T-Shirts
WHERE HISTORY AND MODERN DESIGN INTERSECT
The TORIABURACHO collection features 9 unisex designs inspired by iconic Edo-period imagery — including Hokusai’s GREAT WAVE, KABUKI actors, BONSAI, TIGERS, and DRAGONS.
Each piece is created using a proprietary printing technique developed by BONMAX that replicates the texture and dimensionality of embroidery, while maintaining a soft, lightweight, and breathable feel.
The detailed prints — featured on our best-selling unisex tees — are also adapted onto pouches, towels, and even art-inspired tech cloths.
TORIABURACHO is a wearable archive of Japanese visual history.
People
Tsutaya Juzaburo: Edo’s Original Creative Director
The Visionary Behind Edo Pop Culture
Before the term “creative director” existed, Tsutaya Juzaburo was already playing the role. He spotted raw talent, shaped careers, and packaged culture for a wide audience. From Hokusai’s early prints to Sharaku’s bold portraits, he wasn’t just publishing art — he was producing the cultural pulse of Edo.
In modern terms, he was a storyteller, a talent scout, a marketing mind, and a cultural architect. TORIABURACHO continues in this spirit — not only showcasing motifs from the past, but curating meaning and relevance for today.
Design Themes
EDO MOTIFS
RE-IMAGINED FOR TODAY
Each design carries forward a unique part of Japanese cultural symbolism:
- THE GREAT WAVE – Nature’s dynamism and awe, as captured by HOKUSAI
- KABUKI & BIJIN-GA – Theatrical beauty and human emotion
- TIGER & DRAGON – Strength, courage, and protection
- BONSAI – The philosophy of care, precision, and natural imperfection
- TSUTAYA JUZABURO – The origin of visual storytelling in Edo
These garments are not just apparel — they are wearable conversations with the past.
Iconic Works
HOKUSAI: The Wave that Reached the World
KATSUSHIKA HOKUSAI’s “THE GREAT WAVE OFF KANAGAWA” is perhaps the most globally recognized Japanese artwork.
Yet behind its iconic curve lies a lifelong journey of experimentation, reinvention, and visual storytelling.
TORIABURACHO celebrates Hokusai not only for his art, but for his bold spirit — always evolving, always challenging the edge. From Hokusai’s iconic vision to tactile expression — this wave never stops evolving.
People
TSUTAYA JUZABURO’s Creative Universe: How One Man Shaped a Cultural Movement
TSUTAYA JUZABURO didn’t just publish books — he built a creative universe. At the heart of EDO’s thriving cultural scene, he connected a network of now-legendary artists and writers, including:
- KATSUSIKA HOKUSAI – Master of the wave
- KITAGAWA UTAMARO – Pioneer of bijin-ga (beauties)
- TOSHUSAI SHARAKU – Bold kabuki portraitist
- SANTO KYODEN – Novelist of wit and satire
…and many more.
This was Japan’s first creative circle — a place where artists and ideas flowed freely. Today, TORIABURACHO carries that same spirit: a community of craft, vision, and bold expression.
Vision & Influence
Ten Ways TSUTAYA JUZABURO Changed the Game:
Ahead of his Time, Still Relevant Today
TSUTAYA JUZABURO’s legacy reminds us: “Publishing isn’t just about printing. It’s about believing in what hasn’t happened yet.”
- Scouted talent long before they became famous
- Paired pictures with prose — multimedia before the term existed
- Let artists sign their names — rare at the time
- Sold not just books, but beauty and boldness
- Built an ecosystem, not just a store
- Marketed kabuki like today’s pop culture
- Blended art and commerce without compromise
- Gave voice to the common people through literature
- Challenged norms — even under censorship
- Lived like his creations: fast, vivid, unforgettable
Heritage
KOSHODO: A Place, A Legacy
The original location of Tsutaya’s shop “Koshodo” still stands in Nihonbashi today — commemorated with a plaque recognizing its cultural contribution.
This isn’t just history. It’s a foundation.
TORIABURACHO takes this legacy beyond Tokyo — to new streets, new audiences, and new storytellers.
Experience
The TORIABURACHO Gallery in Tokyo
In conjunction with NHK's 2025 Taiga drama “Berabo – Tsutaya Juzaburo: A Dream Tale of Glory,” BONMAX opened the TORIABURACHO Gallery in Tokyo as a limited-time showcase.
This space offered historical insights, garment displays, and cultural storytelling — allowing visitors to step into Edo through design.
Though the gallery is temporary, the TORIABURACHO brand lives on, offering global audiences a new way to engage with Japanese heritage through style.
Experience Edo through wearable art.
From Wave to Wardrobe:
Explore the Collection
TORIABURACHO isn’t just a story — it’s a collection you can live with. From finely printed T-shirts to carry pouches and accessories, every piece carries the spirit of Edo into your everyday life.
Whether you’re looking to make a bold style statement or find a one-of-a-kind gift, explore the collection inspired by TSUTAYA JUZABURO’s world.
Shop The Collection
