【LIBISTE開発秘話】僕らが本気でデニム専用洗剤を作ったワケ（監修・川辺さん対談）

[LIBISTE Development Story] Why We Developed a Denim Detergent (Interview with Supervisor Kawabe)

August 28, 2025

Nice to meet you all.

We have recently launched the apparel care brand "LIBISTE."

In this first blog, we would like to share with you the background behind the thoughts and feelings behind our creations.

LIBISTE is a unique brand created through a collaboration between Design Mate, a Roppongi-based graphic design company , and Fujita Corporation, a cosmetics container trading company .

"People who love clothes make what they really want"

With this pure desire in mind, we began our challenge to combine our design skills with our container development know-how to deliver products that truly satisfy the public.

Today, we will be visiting the manufacturer, Kimura Sekisho, at their Iga factory in Mie, "IGA STUDIO PROJECT," to talk about our first product, "DETERGENT FOR MY DENIM," and will be talking about the development secrets and passion behind it together with brand supervisor, Kawabe Keiichiro.

Why an apparel care brand?

Let me (LIBISTE Creative Director Hasebe) tell you a little about myself.

I am the representative of Design Mate Co., Ltd., and I have always loved clothes.

During high school and college, I loved Western music and American casual style, so I would use my part-time job earnings to buy T-shirts and second-hand clothes from brands like NEIGHBORHOOD and WTAPS.

Even after I started working, I would buy Engineered Garments and Sanders from the select shop "CASSIDY" in Harajuku, and I wore a variety of clothes, from high-end brands known as "maisons" to fashionable styles, through many twists and turns.

A turning point in his life came during the COVID-19 pandemic. "If I love clothes this much, I might as well try making them myself," he thought. With that in mind, he enrolled in the night school at Bunka Fashion College , where he studied design with peers much younger than him.

Due to family circumstances, I was only there for about a year and a half, but I have fond memories of drawing patterns and using the sewing machine and sewing.

The other was my encounter with the select shop "St-pour homme" on Antique Street in Aoyama. It's a famous shop in the apparel industry, but I loved the atmosphere and worldview of the shop, and became so addicted that I started going there every week.

The owner, Mr. Oshita, always makes interesting suggestions, such as fashion, French, and vintage, and he always broadens my world of fashion. As we are the same age, we have become like friends.

While talking with Oshita, he introduced me to Kawabe, who will be supervising this project.

Special Interview: Product Development with Supervisor Kawabe

Now, we will be joined by supervisor Kawabe-san to deliver the message.

Hasebe: Thank you very much for taking the time to come all the way to Iga today, Kawabe-san. First of all, how we met was when Oshita-san introduced us to you last year and I came to explain the brand.

Kawabe: That's right. To be honest, I was surprised when I first heard about the LIBISTE concept (laughs).

Hasebe: That's right (laughs).

Kawabe: However, the product he had in mind was very unique, and more than anything, I could tell right away from talking to him that he really loves clothes. I intuitively thought, "This could be something great."

Hasebe: Thank you! I remember being really nervous at the time.

I had been following Kawabe-san on Instagram for a long time and was always amazed by his breadth of knowledge about clothes and his styling, so I was worried about what I would do if he turned me down... But I was convinced that "if I worked with Kawabe-san, I could definitely do a good job."

Brand launch: Why did we create a detergent specifically for denim?

Kawabe: Product development was fun, wasn't it? Starting with choosing the logo design and then deciding on each specification.

Hasebe: That's right! A single logo or design can greatly change the image of a brand.

(Design proposal before finalization)

Kawabe: We ultimately decided on the current design, and the tree ring-like design is lovely.

Hasebe: That's right! These rings represent the freedom of the brand. The circle gets looser as it goes outwards, and the width of the L in LIBISTE is slightly wider, so we wanted to express that the brand is not bound by anything.

Kawabe: It took a long time even after the design was decided.

Hasebe : Yes (sweats). We started from scratch, so it took a year and three months to launch. Today, I'm visiting the Mie factory of Kimura Soap, who helped us develop the detergent, and it was a continuous process of trial and error.

Kawabe: I personally love denim, but my biggest concern is washing it. The dark indigo color is cool, but I want to avoid color fading when washed. On the other hand, I'm also concerned about the smell and stains that are unique to vintage denim.

"Removes stains and odors thoroughly while minimizing color fading"

I really wanted that ideal denim detergent.

Hasebe: I totally understand your concerns. I always ask shop assistants, "How do I wash denim?" Vintage items are expensive, and you don't want to ruin them.

The attention to detail in the texture and container is apparent when you use it.

Kawabe: The first thing I noticed when I actually used this detergent was how smooth the liquid was . Personally, I was a little hesitant to apply a sticky, viscous detergent directly to denim.

Hasebe: I see! It certainly does seem like it would stick to the dough.

Kawabe: That's right. In that respect, this detergent is very easy to use. Also, it has a push-type pump, so it's easy to measure out the amount, which is great. It's easy to see how much to use.

Hasebe: That was another point we paid particular attention to. We carefully calculated the amount that would come out with one push and selected the optimal pump. This is where our know-how in handling cosmetic containers came into play.

Hand wash or washing machine? How to use and reliable performance

Kawabe: I usually wash my clothes in the washing machine, but do you wash them by hand, Hasebe?

Hasebe: I hand wash vintage denim like Levi's XX (Double X) and early 66 because the fabric is weak. The friction during washing is what damages the fabric the most. Of course, this detergent can be used both by hand and in the washing machine.

Kawabe: The performance is also guaranteed.

Hasebe: Yes. With the full cooperation of Kimura Soap, we have verified its performance in terms of stain removal and colorfastness prevention by comparing it with other detergents on the market, and it has also passed scientific performance tests for sterilization and deodorization . It has been proven that its performance is comparable to any other denim detergent on the market, so you can use it with confidence.

Kawabe: In that case, it's sure to be a hit! (laughs)

To enjoy fashion more freely

Hasebe: This is our first in-house product, so I'm a bit nervous, but first I wanted to create something that I truly wanted. I'd be happy if this feeling reaches customers who feel the same way as we do. It would be great if we could continue to create products together with Kawabe-san and many other "clothing fanatics."

Kawabe: I also have a lot of ideas for items that I wish were more like this, so let's make them into reality. It will be fun to think about them together while listening to the opinions of our users.

Hasebe: You're absolutely right. Clothing should be something that is more free and fun. Through LIBISTE, we want to spread the message that "you can enjoy fashion more easily."