A new brand "KITOKAMI" debuts from National Department Store, which offers "Momotan" and other souvenir sweets from Okayama Prefecture. A teaser site introducing the brand's world view and products has been released.


The brand proposes "clothing, food, and housing" products for a peaceful and beautiful life, created through the Japanese sense of beauty. The brand aims to "create opportunities to come into contact with the Japanese sense of beauty in our daily lives and to remember something that we have forgotten" by using the motif of culture that has been handed down from ancient times, such as Buddhist altars and kamidana (Shinto altars).


Below is a sampling of the products planned for development.

KAMIDANA


A thin, altar-shaped interior ornament completed by inserting a paper refill into a white wooden base. By replacing the refills, the design can be changed to something other than a kamidana.

IHAI


The beautiful form of a "Buddhist tablet," on which the names of one's ancestors are written to enshrine them, is made into a clock with a design that fits in well with interior decorations. The soft light of the LED that penetrates through the wood provides a moment of relaxation.

BYOUBU


This air purifier is inspired by the folding screen, which has been used as a room divider and decoration since ancient times. The surface is covered with removable Japanese paper, and air is sucked in from fans on both sides to absorb dust and dirt in the room.

The brand's products are scheduled to go on sale sequentially on its website from April 20. Except for some items, the release date and price have not yet been determined.