そ～だったのかンパニー 2025年2月23日 防火服の特性を生かした商品開発の裏側
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Short filmTranscript
00:00This is a story of a firefighter.
00:02Do you know where the uniform of a firefighter in your city is made?
00:09I've never heard of it.
00:11This is a fire-proof uniform that protects the life of a firefighter.
00:14The fabric is made of fire-resistant and water-repellent material.
00:21This is the uniform of Okayama Prefectural Firefighter Daiwa.
00:24This company has been in business for 100 years and has built its reputation by making such uniforms.
00:33However, due to the wave of the times, the sales have declined.
00:41The sales were over 100 million yen.
00:46Now, the sales have decreased by 500 million yen.
00:49In other words, sales have halved.
00:51As a result, I had to make uniforms abroad.
00:56As a result, I had to make uniforms abroad.
01:02At that time, a request came to me.
01:05It was a consultation on how to deal with discarded fire-proof uniforms.
01:12The Okayama Prefectural Fire Department is going to renew the fire-proof uniforms.
01:20More than 500 fire-proof uniforms will be disposed of at once.
01:25In other words, all the fire-proof uniforms will be remodeled.
01:28Fireproof uniforms were destined to be discarded.
01:31No one expected that this would be the key to the future.
01:37I thought it was a waste to discard the fire-proof uniforms.
01:41So I decided to start a new business.
01:47So I decided to start a new business.
01:53What happened?
01:55The company started to move from tradition to innovation.
02:01This challenge is not just a renewal.
02:05It was the first step toward a new business model that would change the future of the fire-proof industry.
02:12This time, we're going to look at the behind-the-scenes of the hit product that Shinrai produced.
02:36This time, we're in Tamashima, Kurashiki City, Okayama Prefecture.
02:43This is a fire-proof uniform manufactured in 2014.
02:49It's been around for over a century.
02:52This year marks the 100th anniversary of the company's founding.
02:56Congratulations.
02:58The company started with traveling.
03:02Now, the uniform is the main product of the tourist office,
03:06and it has been shipped to local police stations and fire stations for many years.
03:14I've heard from my ancestors that the company was founded
03:19to manufacture uniforms for local police stations and fire stations before they became a police organization.
03:36That's why we've been dealing with uniforms from the beginning.
03:41You must have had a lot of trust in the company.
03:43It all started with military uniforms manufactured during wartime.
03:47The connection with the government was established at this time,
03:50and it has been the basis of uniform manufacturing for more than 80 years.
03:57These are the shoulders that have been used to make uniforms.
04:02Nowadays, data is stored on a computer,
04:05but the shoulders at that time are carefully stored as a proof of history.
04:13It's cool.
04:14It's quite old.
04:16I don't know if it's more than half a century old.
04:22Uniforms made by the company over many years.
04:26What is the difference?
04:30The first step is to cut the fabric into a pattern.
04:43Automatic cutting is the mainstream now,
04:48but we used to cut it by hand.
04:53Many processes, from the purchase of the fabric to the cutting,
04:58sewing, ironing, and inspection,
05:04are supported by skilled craftsmen.
05:10In the case of police uniforms,
05:13there are many people who train them,
05:15and the width of the shoulders must be large.
05:19There is a lot of such correction,
05:21so it is more efficient to do plus or minus by the craftsman
05:25than to put them in one by one digitally.
05:29That's why we still cut it by hand.
05:33To answer the body shape of the person who wears it,
05:36many processes are done carefully by the craftsman.
05:40What's more surprising is the company's technology.
05:44What kind of ingenuity is hidden?
05:49Basically, everyone can do anything.
05:53I'm aiming to make clothes from 1 to 10 by myself.
05:58Of course, there are many women,
06:01but if I teach them,
06:04anyone can do it.
06:11In the company, not only sewing and ironing,
06:16but all employees can do any process.
06:22That's amazing.
06:24There are many processes,
06:27and the length is also one of the features
06:31that one person can do for a long time.
06:36While the company continues to produce uniforms
06:39that have accumulated technology,
06:41the entire fiber industry is on the verge of extinction.
06:45It works.
06:47In 2005, the number of companies in the domestic fiber industry
06:50with more than 20,000 employees
06:53was cut by 10,000 in 2020.
06:58The domestic production of cheap foreign products
07:01has been extremely limited.
07:04The wave of production has pushed the company
07:07to the brink of bankruptcy.
07:10The sales were over 100 million yen,
07:15but now it has been cut by 500 million yen.
07:18In short, it has become half.
07:22That's how much the demand has decreased.
07:27The company was struggling to stop the sales phenomenon.
07:34One of the reasons was
07:37the unexpected weather.
07:45I didn't think much about it,
07:47but it was the so-called uniform of police officers and firefighters.
07:51I'm curious about the fact that it's decreasing.
07:56We have Mr. Hata from Daiwa Hi-Fuku with us today.
08:00Thank you for having me.
08:02Here we have the uniform of the Shirobai.
08:06It's the uniform of the Shirobai.
08:08It's the uniform of the Shirobai.
08:10It's the uniform of the Shirobai.
08:13I'm surprised.
08:15There's a sword stuck in here.
08:18I didn't know that.
08:20Is it supposed to be like this?
08:22Yes, it's supposed to be like this.
08:27It's a little hard to see,
08:29but there's a belt on the waist.
08:32When you get on the bike,
08:34you can't lift your hips.
08:36I see.
08:38The posture when riding the Shirobai is beautiful.
08:41In the VTR,
08:43there was a part that corrected the body shape of the person who was cut.
08:46How detailed is it?
08:48It's 30 sizes.
08:50It's not S, M, L, right?
08:52No, it's not.
08:54There are a lot of detailed plans.
08:56The length is M,
09:00but there are people who are thin and people who are solid.
09:06If you divide it, it's about 30.
09:08There were quite a few people who couldn't fit in there.
09:12I see.
09:14The chest plate is thick,
09:16so I want it to be round.
09:18Yes, there is.
09:20It's not good if it's too thick.
09:22How much do you produce a year?
09:25We mainly produce in western Japan.
09:28In total, we produce about 10,000 pieces a year.
09:32Does that mean sales have decreased?
09:35The reason for the decrease in sales is due to climate change.
09:39There was a clothing called Aifuku that was worn in spring and autumn.
09:43In China, Aifuku has stopped in all prefectures.
09:47In summer, autumn, and winter,
09:49there were three items, but one item is gone.
09:52One of the three items is gone.
09:54That's quite a lot.
09:56It's quite difficult as a factory.
09:58I feel like I'm spending my days with a lot of anxiety.
10:03What is the reason for the decline in sales?
10:08The reason for the decline in sales
10:12We want to put a stop to the decline in sales.
10:15In 2021, we were struggling with no way out,
10:18even as we searched for solutions.
10:22Finally, the moment to change our fate has come.
10:28The Okayama Fire Department is going to renew the fire-resistant clothing
10:33that is worn at the fire scene.
10:36If more than 500 fire-resistant clothing are worn at once,
10:40that is to say, if we change all the models,
10:43the clothes that are worn now will be gone.
10:46I went to see it.
10:48Some of them are in good condition,
10:50and some are damaged.
10:52I didn't know at all that they were thrown away as industrial waste
10:56that costs money when they are disposed of.
10:59I thought it was a waste to throw them away.
11:02So I decided to start a new business
11:07to see if we could make use of the fire-resistant clothing.
11:16The fire-resistant clothing has been in use for about 10 years.
11:19Even if it is still usable,
11:21it is currently being disposed of.
11:26At first, I was in a relationship with the fire department.
11:31I was told that it was impossible.
11:34I had to do something new,
11:37so I challenged myself.
11:41Hata-sen, who challenged himself to an unprecedented task.
11:44As the trial and error continued,
11:47he came up with an answer.
11:50It was a surprisingly simple idea
11:53that took advantage of the characteristics of fire-resistant clothing.
11:56I got a lot of ideas from the company,
11:59and as a result,
12:01I was able to give 100 points to elementary school students.
12:06The characteristics of fire-resistant clothing are
12:09that it does not burn,
12:12and that it is waterproof.
12:15I thought that the clothes that firefighters wore
12:18would not lead to fire-resistant clothing for children.
12:22By wearing clothes that are easy to understand,
12:25I was able to come here
12:28with fire-resistant clothing that made me feel at ease.
12:31Let's verify how strong fire-resistant clothing is against fire.
12:37What is the result?
12:42It's not that it doesn't burn,
12:45but it's pretty strong.
12:48In addition, the strength of fire-resistant clothing
12:51is not only against fire.
12:54Let's put some water on it.
12:59It's really burning.
13:02As you can see,
13:05it's a fire-resistant clothing that firefighters wear,
13:08so it's waterproof.
13:11It's a fire-resistant clothing made with fire-resistant fabric.
13:16When we gave it to an elementary school in the area,
13:19many people liked it.
13:23However, when we tried to sell it,
13:26there was a problem.
13:32We've been selling fire-resistant clothing for a long time,
13:35but we've never sold it to the general public.
13:40Not even once?
13:42I want to try it, but I don't know what to do.
13:45That's what I'm worried about.
13:50Firefighters wear fire-resistant clothing on the scene.
13:53It's a strong fabric that can be reused.
13:56In order to expand that possibility,
13:59not only fire-resistant clothes,
14:02but also product development that can definitely sell was necessary.
14:06This room is where we actually
14:09develop products that recycle fire-resistant clothing.
14:17It's a project that's going to cost a lot of money.
14:20However, the members are a few young employees.
14:23Is it really okay with these members?
14:29We asked Ishihara, who is the leader.
14:33I was surprised.
14:36It's not that I'm worried,
14:39but I don't know if I can do it.
14:42I've never heard of it,
14:45and I've never seen them do it.
14:48I don't know if I can do such a big thing.
14:51That's what I was most worried about.
14:56However, this young team
14:59continues to come up with innovative ideas
15:02that don't stick to conventional concepts.
15:06They came up with a leather seat for camping,
15:09a fashionable tote bag,
15:13and a sauna hat,
15:16a product that took advantage of the characteristics of the fabric.
15:19These will create a new value.
15:23I think firefighters have a strong image of men
15:26and women,
15:29so I want women to have it, too.
15:32I'm making and proposing cute things
15:35that are easy for women to have.
15:40The company has found new activities.
15:43The next challenge, sales,
15:46opened a breakthrough by utilizing crowdfunding.
15:50And in 2024,
15:53they launched a motorcycle brand, RETURBL.
15:59First of all, what we want.
16:02I think it's the most fun for the people who are doing it.
16:05I'm looking forward to it,
16:08and I'm going to get everyone involved in the company
16:11and make what we want.
16:14I think that's what the general public wants.
16:17I'd like to continue doing this.
16:21The company has been doing well on the Internet.
16:25It was a hit that was so explosive that production couldn't keep up.
16:29And the development of the new product
16:32has greatly increased the production efficiency
16:35by concentrating it in the beginning of the year,
16:38which is the incubation period of the company that manufactures uniforms.
16:42But here's another problem.
16:45Here's another problem.
16:51There's a lot of things lined up here.
16:54The idea is interesting,
16:57and you have a high level of trust in things.
17:00First of all, this is a large size.
17:04How is it?
17:07One thing that surprised me was
17:10whether the fabric was heavier.
17:13It's light and easy to wear.
17:17And it's very safe.
17:21I'm glad you said that.
17:24I'm sure the kids will be happy to hear that it's a fireman's uniform.
17:28That's what surprised us the most.
17:31Firefighters are heroes to children.
17:34When they see a fireman's uniform,
17:37they're like, wow, it's a firefighter.
17:40The development of the product took advantage of the fact that a firefighter was wearing it.
17:44That's how we came up with the idea of the fireproof vest.
17:48I think it's a special fabric,
17:51but how specific is it?
17:54The fireproof vest I'm wearing today is a special fabric with a strong heat that doesn't burn easily.
17:57It's a special fabric that doesn't burn easily.
18:00It's rarely used in ordinary clothes.
18:03It's very expensive and valuable.
18:06It's cute.
18:09I like the letters on it.
18:12It's even lighter.
18:15It's very good.
18:18The fabric itself is sturdy.
18:21I didn't expect it to be used in the opposite direction,
18:24but if you put something hot in it,
18:27the heat won't be transmitted.
18:30Even if you put something hot in it,
18:33you can carry it in an iron pot.
18:36I've heard that's how it's used.
18:39The user came up with a lot of ideas.
18:42The pouch I'm wearing right now
18:45was developed from the idea of the user.
18:48The zipper part is also a fireproof zipper.
18:51It's a zipper that doesn't burn easily.
18:54It shouldn't be there,
18:57but when a fire breaks out at home,
19:00if you put valuables in it,
19:03you can use it for product development.
19:06What's the new problem behind the success of product development?
19:16The products that became popular and were developed
19:19were almost all sold out.
19:22It was a company that was in a good mood,
19:25but the joy was gone.
19:28A new problem arose.
19:31It was a time when it was difficult
19:34to buy fireproof materials.
19:37However, this problem will be solved in an unexpected way.
19:42Upcycling has become a hot topic at fire stations across the country,
19:47and the demand to provide fireproof clothing
19:50is increasing one after another.
19:53It leads to an unexpected development.
19:57It's a waste to dispose of other fire stations as well,
20:02so we want to do it too,
20:05so we're pulling it out now.
20:08In total, we're still waiting for the upcycling
20:12to reach about 500.
20:18In this way, the amount of fabric purchased
20:21is expanding nationwide.
20:24It will continue to grow steadily.
20:27In addition, users' opinions have been actively included,
20:30leaving a sense of use.
20:33We've also started making products with a rich taste.
20:36It's cool.
20:37For example, if the reflective material is melted,
20:39or if you can't get rid of the water stain no matter how many times you wash it,
20:42the voice of,
20:44I want it, I want it,
20:46will be heard.
20:48What is connected to that voice?
20:51It's a proof that firefighters have risked their lives to protect the citizens.
20:54It's a proof that such a thing can be a product.
20:57That's what I find attractive about it.
20:59So in the future,
21:01I think we need to continue to develop products
21:04that can convey the sweat of firefighters.
21:12A company that has been involved in the tradition of making uniforms for many years.
21:17This trust and achievement have created a new business model.
21:23What is the future of such a company?
21:29The issue of disposal of firearms
21:31is not limited to the prefecture.
21:33Firefighters all over the country have the same concerns and challenges.
21:37As a company, we aim to increase the number of firefighters,
21:41which means that we can produce more materials.
21:45I think this is a business that needs to be developed nationwide.
21:54A company that has given new life to firearms that were supposed to be thrown away.
22:00Tradition and innovation have shown the possibilities that have never been seen before.
22:06We can't take our eyes off the challenge for the next 100 years.
22:15What is the future of firearms?
22:19It has a sense of melancholy.
22:21I think that's a good thing.
22:23We can understand that feeling.
22:25There's a lot down here.
22:27That's right.
22:28It's cool.
22:29Until now, we've been looking at these things.
22:33When I posted this photo on social media,
22:36many people said,
22:37Why don't you put this in the product?
22:40I want this.
22:42I think we should continue to develop products by mixing these things into the product.
22:49There are two young people in the VTR who are like Mr. Hata's right-hand man and Mr. Sadai.
22:55That's right.
22:57Is there anything you think would be interesting to do with this?
23:03I think it would be nice to have a lunch box with a bag for lunch.
23:09Like a lunch box?
23:10I think it would be nice to have a lunch box with a bag for lunch.
23:17It's not just for mothers with elementary school students.
23:20Is that so?
23:21When the water in the lunch box is leaking and the water bottle is not tightly closed,
23:28it's leaking.
23:30If that was waterproof, it would be great.
23:34I think it's the most sympathetic to come out of everyday life.
23:38I think it's a good idea to carry around a fireman's uniform.
23:42It's not something to forget.
23:44That's right.
23:45I think there are various benefits.
23:47Mr. Yoshima, please give us your final lesson today.
23:52Today's lesson is...
23:56Look out for your individuality.
23:59When you come up with an idea,
24:01you have to eliminate a lot of things.
24:03The last thing you have to do is to find your individuality.
24:06If you find your individuality,
24:08you can find a lot of ways to get out of your individuality.
24:11It leads to product development.
24:13It also leads to society.
24:15You can create something good.
24:17Today, I learned how important it is to find your individuality.
24:23Thank you very much.