These Aunties Lovingly Hand-Stitch Shoes for a Custom Look

By Danial Martinus  •  19 Mar 2025 in Sneak Peek

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The Great East Japan Earthquake of 2011 decimated whole towns and communities, with the following tsunami leaving a trail of destruction in its path. The disaster left a huge scar on Japan, and the remnants of its impact are still felt today.

But the disaster gave rise to the Otsuchi Recovery Sashiko Project (OSP). The initiative comprised women (mainly homemakers) who sought to contribute to the recovery of the town of Otsuchi by mending old unused items using a traditional Japanese hand-stitching technique called sashiko.

13 years since the earthquake, Sashiko Gals was born, blending traditional sashiko techniques with contemporary fashion and sustainability.

Continuing the legacy of the OSP

Sashiko Gals, a collective of 15 women between 40 and 80 years old, is considered the spiritual successor to the OSP initiative, this time employing the use of sashiko to upcycle and customise sneakers.

Sashiko is a centuries-old form of decorative reinforcement stitching from Japan’s Tohoku region, and it was historically used to mend and strengthen fabric.

Today, the Sashiko Gals are repurposing this technique to customise and elevate everyday items like shoes and clothing, giving new life to unused materials while preserving cultural heritage.

Operating as the sashiko artisan division of KUON, Sashiko Gals has amassed a cult-following. One of their latest creations, a matcha-inspired pair of New Balance 1906, is already gaining lots of traction on social media:

It’s no surprise that these shoes have been getting a lot of attention. They perfectly embody the colours we’d normally associate with matcha, while also exuding a more cosy aesthetic thanks to the sashiko hand-stitching elements.

The main KUON brand further highlights the ladies’ skills by incorporating their sashiko crafts(wo)manship in apparel, like cosy sweaters and pants.

The project aims to showcase the resilience of Otsuchi’s community and demonstrate how craftsmanship can transcend recovery to inspire and reinvigorate the world.

By branding their work under Sashiko Gals, they not only preserve tradition but also modernise it—creating unique, handmade designs that bridge the past and present. The women’s work is a testament to the town’s enduring spirit, proving that artistry and heritage can be forces for renewal.

As they continue to innovate and inspire, their craft stands as a beacon of hope and transformation, proving that from resilience, beauty can emerge.

For a closer look at their work, head to the official KUON website and Sashiko Gals Instagram.

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