Pass the Baton is an increasingly popular (and innovative!) upcycling store and the brainchild of Masamichi Toyama. The entrepreneur is now synergizing the products of his different companies in the hopes of creating something altogether new.
Basically, Pass the Baton is a vintage flea market -- shoppers hawk their old, yet beloved clothing and attach a small note explaining the significance of that particular piece. Using the philosophy of his clothing store, Toyama is revamping the employee uniforms at all 35 locations of his successful cafe franchise Soup Stock. By superimposing newer, more relevant designs onto the throwaway garments, the baristas at the Tokyo cafe are given the choice between four uniform models.
Although trendiness, style and choice are all important elements to Toyama's newest initiative, the home run is the company's eco-friendliness. Upcycling the wasted clothes is not only business-savyy, but saves metric tonnes in expensive fabrics and colors!
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Research: 3,619 clicks in 244 w
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Concept: Pass The Baton
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Segment: Neutral, 18-35
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