【Japan】MARKAWARE Introduces Information Disclosure Blockchain, Advancing Material-Origin Traceability

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Editor’s Note

This article explores how one brand is integrating blockchain technology to enhance material traceability in fashion, moving from philosophy to practical application with a new Web3-enabled supply chain solution.

Traceability: A Core Philosophy Since the Brand’s Inception

Existence, the company behind the brands “MARKA” and “MARKAWARE,” has recently introduced “TADORi CHAiN – Tsunagu for Fashion,” an information disclosure blockchain solution specialized for the apparel industry, and launched a capsule collection using Uruguayan organic wool. Designer Shunsuke Ishikawa, who has long been dedicated to traceable material sourcing, is now incorporating Web3 technology (the decentralized internet enabled by blockchain) into his challenge of “watching over” the entire lifecycle of a garment.

“Fashion is agriculture,” says designer Shunsuke Ishikawa.

True to his words, his clothing creation process starts from the cultivation sites of raw materials like organic wool, cotton, and alpaca, and extends to considering care methods after the garment reaches the wearer. Ishikawa, who has been conscious of traceability since the early 2000s and has visited source ranches and spinning mills, recalls, “Since starting the brand, I wanted to convey the appeal of Japanese factories.” The origin of this effort was marking the names of cooperating factories on product tags in the early 2000s, when the term “traceability” was not yet common.

“We started introducing product labels with factory names around 2014. When I opened a coffee shop around 2012, the third-wave coffee movement was gaining attention in the US, and coffee farm traceability was a hot topic. I thought, ‘Then we should be able to do it with clothing too,'” he explains.

This evolved from using QR codes and websites for information provision to the current Web3-based “digital passport.” The introduced “TADORi CHAiN” is an information disclosure blockchain solution provided by UPDATER, available in three versions for different phases. The current implementation is the “initial phase,” allowing consumers to access information about material producers and factories by scanning a QR code on the product tag.

Vertical Integration and Certification – To Preserve Japanese Production Regions

A current focus is scaling up to overcome the “limits of a small business.” While he has expanded direct raw material imports without relying on trading companies, Ishikawa notes, “Simply using organic materials isn’t enough. As a small business, we can’t give anything back to the production regions. Unless we reach a scale where we can buy materials by the ton, we can’t make proposals that impact the regions.” Therefore, in recent years, he has placed orders in the 3 to 7-ton range and is building a scheme to procure materials on an annual basis in collaboration with intermediary spinning mills.

Ishikawa points out that Japanese textile production regions are in crisis amid the rising global sustainability standards, particularly in Europe.

“Post-2025, Japanese fabrics are starting to be excluded from selection by high-end brands. If Japan doesn’t act now, it will be left behind in the global market,” he warns.

This is why he emphasizes “vertical integration.” Establishing a system capable of handling everything from spinning to finishing is key to sustainable exports and competitiveness.

“We propose that factories capable of integrated production obtain certifications like RWS (Responsible Wool Standard) or GOTS. Ultimately, I want to sell overseas as a fabric brand. My aim is, well, to become a ‘one-man Loro Piana’ (laughs),” he says.
Tracking a Garment’s Lifecycle: Traceability in the Web3 Era

The product information, tokenized as NFTs via Web3 technology, is a mechanism to “watch over” the garment’s entire “life” even after it reaches the user.

“If the entire product lifecycle becomes visible, diverse developments like aftercare, secondary distribution, and warranties become possible,” Ishikawa states.

This is not just an idea but directly linked to practice. He obtained a dry cleaner’s license himself and shares care methods on YouTube. By conveying the enjoyment of washing and ironing, he promotes “wearing clothes longer” as true sustainability.

“Male customers pay for the background story and history. That’s why it’s important to convey the ‘romance’ of clothing,” he emphasizes.

The second phase of “TADORi CHAiN” will add information disclosure for the main supply chain and allow customers to manage information such as ownership transfers and repair history after purchase. For the Fall/Winter 2025 collection, they plan to introduce products compatible with the second phase not only for Uruguayan wool but also for Mongolian cashmere items.

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⏰ Published on: April 22, 2025