ABOUT
The brand name CHERMEL was born from the combination of "Cheer," which means "to support, cheer, and give courage," and "Mellow," which means "growth, calm, and softness." The brand name was chosen to embody the feelings of a parent who calmly watches over the growth of their energetic child in their clothing.
We at Contrad have worked on many streetwear men's brands and have built up a track record of creating products that adults can be satisfied with. Utilizing this experience, CHERMEL was born to create children's clothing that is seen through the eyes of a father. All processes at CHERMEL, from fabric making to sewing, are carried out in Japan. Designers and veteran craftsmen who can accurately reflect the designers' ideas work closely together to hone their skills, and only products that they are satisfied with are released to the world.
All of the craftsmen working at our own workshop, "CONTRAD SEWING CLUB" in Tochigi Prefecture, are highly experienced, and none of them have less than 10 years of experience. This is an elite group that can accurately reflect the thoughts of the president, who also serves as a designer, and it is precisely because of this workshop that CHERMEL is able to be produced in an integrated manner, realizing uncompromising product creation. Each and every piece of CHERMEL created by the hands of our craftsmen is not a "product" but a "work of art." When we launched our online shopping site, a child model seemed to notice the difference the moment she put on CHERMEL, and said, "I want this!", so much so that even the parents were surprised. It was a very clear "voice of the customer."
There was another thing we wanted to achieve when we launched our own brand, which is an integrated production from planning to sewing. That was to solve the problem of a lot of fabric waste during the manufacturing process. The reason we chose children's clothing when developing our own brand was because it produces less fabric waste. The 12th goal of the SDGs (Sustainable Development Goals), which is a global trend, is "Responsible Consumption and Production." From now on, we will be in an era where ethical manufacturing, such as efficient use of resources and waste reduction, is required. We believe that there is something we can do to prepare for such an era, and we were able to add ethical value to CHERMEL.
HISTORY
Contrad Co., Ltd., which develops CHERMEL, was established in 2014 as a company that handles OEM and ODM production of apparel. They started by creating original fabrics and getting involved in planning and production. Five years later, they opened their own workshop, "CONTRAD SEWING CLUB." It started with 20 craftsmen to maintain ALL MADE IN JAPAN.
In the course of all this, Kobayashi has been able to get to where he is today thanks to the many people he has met through his work. This hasn't changed at all to this day. Two key people in particular have had a huge impact on Kobayashi and on Contrad.
The first key person is Mr. M, whom Kobayashi respects. His words at their first business meeting, "I don't know much about this, so please teach me," were memorable. At the time, Kobayashi was in his mid-20s and had overestimated himself, having worked his way up the ranks in his career. On the other hand, Mr. M had knowledge and experience far beyond Kobayashi's, yet he was able to say such humble things. When Kobayashi realized this, he was shocked at his own powerlessness. Mr. M continued to skillfully open Kobayashi's drawers little by little, helping him grow to this point. Of course, this is still happening today, and Kobayashi is opening his third drawer.
Another key person is Mr. I, who serves as the director of a certain men's brand. Cost is important for a company. The brand needs to make products at a cost that matches the selling price. On the other hand, there are many points that cannot be compromised on, as they must understand the designer's intentions. This is an eternal theme, but Mr. I said, "Since they are making it for us, we will set a retail price that matches the cost price. If it doesn't sell, it's our fault," which was very encouraging for us as makers. In these days when raw materials are rising in price, it is becoming more difficult to achieve cost performance, but there are ways to improve quality. He is an important partner who we would like to continue to use his know-how as a maker to help us with all his might.
These thoughts continue to run through the manufacturing of CHERMEL products. The value of knowing it's good just by picking it up or wearing it. And the quality that becomes even better the longer you use it. Kobayashi wants to create a circle of people who understand this value, centering on CHERMEL, which is ALL MADE IN JAPAN and produced by a group of elite craftsmen in the company's own workshop, whom he respects.
DESIGNERS
Masaomi Kobayashi
Born in Tokyo in 1976
1997: Started apparel ODM/OEM
2014: CONTRAD is founded
2018: CONTRAD SEWING CLUB established