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
45 Comments
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Makun
I'm at a loss for words...
Okinawamike
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,
medievaltimes
This type of logic would work with children. But come to think of it.....
societymike
bigger pic needed
DarkKnghtZ
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.
nath
Ignorance is bliss
Molenir
Article claims she has grown rice. I'll give her the benefit of the doubt, but its still hard to picture.
Altria
Kimoi, yada
RogueFive
I'd hit those paddies.
OgieDoggie
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!
kokorocloud
Are you serious? Who cares about looking cute when you're sloshing around in the mud?! So stupid and superficial.
GW
maybe they cud pick some weeds at my hatake in 2010........but I cant imagine these 3 cud accomplish much, Jpn is doomed
KaptainKichigai
nothing says christmas like the exploitation of a real national problem to sell more goods at outrageous prices..
goddog
I want to see what both their toe and fingernails look like after a month of real work.
combinibento
Wow how original; taking yet another six year old idea from America. (Ref: The Simple Life which aired in 2003)
Junnama
Now, I know I am going out on a limb here, but I don't think this is a serious program to help farmers...
netrek
13,000 yen for 1 pair of jeans?! That is ridiculous.
netrek
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
tkoind2
Shameless marketing for Edwin and a rip off of that aweful Paris Hilton show.
Marius2
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
bicultural
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.
Jkanda
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.
GW
bicultural, wake up they are just trying to sell overpriced overalls!
doombird
I am guessing they grew up petting cows and hugging chickens in Harvest Moon games. How hard could farming be?
mixedsg
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.
RogueFive
Pfft. We all know where these city girls will be tonight. In the city. And I will plough their fields for them.
30061015
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.
Scotch
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.
Scotch
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.
presto345
The intelligentsia have made their comments. On the same level as they think the girls and their ideas are.
S7ro9kGm3aQ
I agree. I pay at least 30,000 yen for mine.
GW
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
RogueFive
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
30061015
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.
biglittleman
If it teaches them the value of hard work then I'm all for it. I also see a fashion trend brewing.
DickMorris
Ather shallow Japanese fad that will be forgotten in a couple of months time.
Seawolf
I think their main reason to hit the fields is to get away from all those BS-talking guys...
mixedsg
Thanks for your comment. I agree that this is the case MOST of the time, just not in this case.
ebliesze
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.
LovesJapan
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.
LovesJapan
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.
Mittsu
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.
illsayit
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!
stirfry
there's something about hot girls in overalls...spank-a-licious