lifestyle

City girls hit rice paddies, in style

45 Comments

Tokyo's most fashionable city girls have ventured into unfamiliar territory, crouching in muddy rice paddies to help make Japan's dying farms cool again -- and now they can do it in style.

Shiho Fujita, a 24-year-old model, has led a group of "kawaii" (cute) "gal farmers" to do their bit to revitalize rural Japan, where many farms have closed as their owners have aged and their children have run off to the cities.

Her biggest problem so far: she didn't like the clothes. "Since there are no farm clothes I like, I have come up with the idea of designing cute ones myself," Fujita said.

Her new overalls, targeting girls in their 20s, are made from stretch denim to be comfortable in the field and, crucially, have pockets for their target group's key accessories, a mobile phone and an iPod.

Fujita, who has grown rice in northern Akita Prefecture, also said she wants to design plastic gloves for girls with long fingernails, and new farm tools to make farming more accessible and fun for young city dwellers.

The new overalls, made by leading Japanese jeans maker Edwin, will be available both for men and women from February for 13,000 yen.

© Wire reports

©2021 GPlusMedia Inc.


45 Comments
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I'm at a loss for words...

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Farmers have these "cute" fashionable clothing called bib overalls. Look just like the "cute" ones you have on!

They have pockets for crucial items like a hanky to wipe the sweat, hope you heard of sweating.

What will be the new farm tools you are going to design? A mascara holder?

Back to the city in three, two, one days,

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This type of logic would work with children. But come to think of it.....

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bigger pic needed

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Im sure that this "Gal" is not going to think that the hard life of a farmer is fun in any way, despite looking the way she wants. Shell be running back to Shibuya to buy some illegal drugs and sleep with random guys for money in less than 2 days.

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Ignorance is bliss

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Article claims she has grown rice. I'll give her the benefit of the doubt, but its still hard to picture.

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Kimoi, yada

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I'd hit those paddies.

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Am afraid that the only way these girls are going to get any attention is if they wear nothing as they work in the rice paddies!

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Are you serious? Who cares about looking cute when you're sloshing around in the mud?! So stupid and superficial.

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maybe they cud pick some weeds at my hatake in 2010........but I cant imagine these 3 cud accomplish much, Jpn is doomed

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nothing says christmas like the exploitation of a real national problem to sell more goods at outrageous prices..

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I want to see what both their toe and fingernails look like after a month of real work.

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Wow how original; taking yet another six year old idea from America. (Ref: The Simple Life which aired in 2003)

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Now, I know I am going out on a limb here, but I don't think this is a serious program to help farmers...

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13,000 yen for 1 pair of jeans?! That is ridiculous.

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Here are some better pics of the gals:

http://4.bp.blogspot.com/_hdMWb_HMuzo/SxUAOwox6vI/AAAAAAAAELE/0OK_LMfGy8Q/s1600/farm4.jpg

http://1.bp.blogspot.com/_hdMWb_HMuzo/SxUAOlM3yMI/AAAAAAAAEK8/L_scmYx69t4/s1600/farm3.jpg

http://1.bp.blogspot.com/_hdMWb_HMuzo/SxUAOCz9ZaI/AAAAAAAAEKs/3ashRDenJkw/s1600/farm1.jpg

http://4.bp.blogspot.com/_hdMWb_HMuzo/SxUAOUKH4dI/AAAAAAAAEK0/neD7_3h6vPI/s1600/farm2.jpg

http://3.bp.blogspot.com/_hdMWb_HMuzo/SxUAPcPC2eI/AAAAAAAAELM/AAjWpcFkQR4/s1600/gyarufarm.jpg

http://2.bp.blogspot.com/_hdMWb_HMuzo/SxUCfVcxhWI/AAAAAAAAELU/D4-oHzITL50/s1600/nogyaru-project_kawaii-agriculture_shiho-fujita_03.jpg

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Shameless marketing for Edwin and a rip off of that aweful Paris Hilton show.

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many farms have closed as their owners have aged and their children have run off to the cities

This is how Japan plans to bring teen-boys back into agriculture? I know boys here aren't the brightest, but I'm sure they'll figure out that this publicity stunt is just that; a publicity stunt.

Put more money in Agriculture, show that living outside the big cities is more comfortable than the shoebox alternative, and don't try to fool people with these tales of gyals that have left Shibuya for muddier pastures.

Speaking of action of the ministry of agriculture...Hey MAFF, please don't insult us silly westerners in your infomercials: http://www.youtube.com/watch?v=br0BiBQWexs

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The Simple Life - in Japan

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Actually, young people moving out and working on a farm is a trend these days. Instead of dissing these young girls, why don't we applaud them for their efforts? Don't judge "gals" ... they can be quite tough and determined when they have to.

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The cloths really does not matter, as long as the younger generation is guided back to something worthwhile like agriculture. Farmers need to survive. I hope more young ones will go for this.

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bicultural, wake up they are just trying to sell overpriced overalls!

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I am guessing they grew up petting cows and hugging chickens in Harvest Moon games. How hard could farming be?

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I'm amazed at the stupidity of these comments. It seems being in Japan for too long has made people bitter.

If you had further knowledge of Shiho Fujita you would know she not only designed the jeans for Edwin, however is also selling rice under her own brand. She's doing stuff that we could not even conceive - good on her.

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Pfft. We all know where these city girls will be tonight. In the city. And I will plough their fields for them.

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How hard could farming be?

Pretty hard without the women folk. They do most of the work based on my observations in Hokkaido for five years. This might be be all you need to turn the country around. I think its GREAT! I would work with these gals anyday.

bicultural has it right.

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I love the whole keeping cute while farming! Hahahahaaha

Never going to happen ladies. There is enough muck there to ruin those clothes in no time. I'm sure you'll have enough money to keep buying new versions every other week too. Never mind the thought that their finger nails will survive if they are long!

Man, they really do have no idea about farm life.

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As for women doing all the work. You are right and wrong about that. Half the men I work with are "farmers". They don't earn enough from their farms so they spend Mon-Fri in an office while their wife/mother do the farming.

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The intelligentsia have made their comments. On the same level as they think the girls and their ideas are.

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13,000 yen for 1 pair of jeans?! That is ridiculous.

I agree. I pay at least 30,000 yen for mine.

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If you had further knowledge of Shiho Fujita you would know she not only designed the jeans for Edwin, however is also selling rice under her own brand. She's doing stuff that we could not even conceive - good on her

Hahaha, I see they got you hook line & sinker! She is JUST a front for what others do, they say look at this & if she screams ah kawaiiii then they sell it & say she designed it, this happens all the time here! She is a poster child for this & little more

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These girls look like they can't get their pants on, but I think that's great. Head back inside and have a pillow fight about it, that's all you've got left. I will help these city girls. Good on them for trying, but don't exhaust yourselves. I will hit those paddies for you. xxoo

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Girl power yes, the clothing, not practical. Most women wear drab non-cute coveralls and a big hat/bug net to keep from sun burning. The hair needs to be tied up/cut and you had better not have any loose clothing either. There are too many machines/belts on a farm that pose a hazard to life and limb. But if this cute packaging gets people interested in farming, that's bery-goo.

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If it teaches them the value of hard work then I'm all for it. I also see a fashion trend brewing.

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Ather shallow Japanese fad that will be forgotten in a couple of months time.

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I think their main reason to hit the fields is to get away from all those BS-talking guys...

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Thanks for your comment. I agree that this is the case MOST of the time, just not in this case.

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Great idea. What guy wouldn't want to be a farmer with a girl like that by his side. And to design clothes based on a current pop culture framework is excellent. There can be enclaves of farmer groups, who are cool, fairly young, and cutting edge- revitalizing the industry because its cool. Let them do it their way, provide them the resources to get it done, and allow it to be attractive, and it'll get done.

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This is a cute idea. In the US the young are raising chickens in their city backyards. It is practical, but also shows some need or fear of having food supplies diminish or be unsafe.

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As the world's population increases more will need to be skilled at farming. Not fewer! Whatever it takes to get the young involved - encourage it.

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You are too harsh, Dark Knight. Not all Tokyo girls hanfg in Shibuya, yake drugs and sleep with random guys. for money. you have a pretty limited view of what is going on around you.

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I find it interesting that the price is the same as, well, let me think. I want a pair, actually a couple for my daughters too. And while I think they are yet naive, if they can get the oldies over the 'required' fashion hype-though I am sure they mean well-Go Gals! Would you mind starting one of your nail salons in my farming area? I would certainly use you, if you were close enough!

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there's something about hot girls in overalls...spank-a-licious

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