This article appeared in the March 24, 2020 issue of the Tokyo Shimbun newspaper.
Featured in the Tokyo Shimbun
We were honored to be featured in the Tokyo Shimbun, introduced as a fusion of tradition and modern shoemaking craftsmanship.
Renowned for its Otter-kun commercials, Tokyo Shimbun highlighted our kimono sneakers and obi sneakers—products that represent a successful blend of traditional Japanese attire and the skills of Asakusa’s shoemakers.
The article was given prominent coverage, occupying nearly half of the back page (page 26) in full color.
The 21st Century Shines a Spotlight on Craftsmanship from Tokyo
Under the theme of “Made in Tokyo,” this feature focuses on craftsmanship and artisanal production.
We were fortunate to have numerous photos taken that highlight the meticulous handwork of our artisans.
Mr. Hosokawa is shown working on the upper construction, Mr. Maki on the sole attachment, and within the circular frame is our representative, Mr. Onozaki.
The article offers an in-depth look at the story behind the creation of our kimono sneakers, as well as the unique manufacturing process that sets our handcrafted sneakers apart from those made in conventional sneaker factories.
Excerpt from the article:
In Asakusa, an area known for traditional craftsmanship and shoemaking, artisans are creating modern sneakers using traditional Japanese garments—kimono and obi. These sneakers are made to order, and the entire production process is done by hand. Each piece of fabric has a unique pattern and texture, making every pair truly one of a kind. It is, in every sense, a fusion of tradition with tradition. A representative from the company commented, “We hope to pass on the beauty of Japanese tradition to the next generation.”
The idea for the product was inspired by the sight of the creator's mother’s old kimono, no longer being worn. They began exploring ways to reuse it and eventually tried incorporating the fabric into sneakers—something comfortable and accessible for people of all ages. The result was not only practical but also charming, leading to its commercialization. Unlike conventional manufacturing methods, these kimono and obi sneakers are produced using a technique known as tezuri—a traditional hand-lasting method typically used in high-end men’s and women’s footwear. The sneakers are crafted at the company’s factory in Taito Ward, Tokyo.
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AXT Inc. operates the custom-made salon Andsteady, which specializes in solving women’s footwear concerns. Within this operation, we have developed and patented a design for comfortable, easy-to-walk-in sneakers.
The kimono sneaker was born by incorporating traditional kimono fabric into this sneaker design.
It is rare, even worldwide, for a shoemaker to produce sneakers using the hand-lasting technique—tezuri—a hallmark of luxury footwear manufacturing. Our company is among the very few to do so.
This manufacturing method is extremely rare in sneaker production, which is why our sneakers offer exceptional comfort and ease of walking.
As proof, And Steady boasts a customer repeat rate exceeding 80%.
Our company’s strength lies precisely in our team of skilled shoemakers, who possess expertise in crafting high-end shoes, as well as in our exceptionally advanced foot and shoe fitting techniques.
While shoemaking techniques continue to advance daily, our fitting skills have evolved beyond mere progress—they have reached the level of true evolution.
The shoes we create bring together detailed customer foot data and meticulous craftsmanship, resulting in truly tailored footwear.
