A new limited-edition collection from outdoor and casual brand CHUMS brings together Tohoku's regional traditional crafts and the brand's playful Booby Bird character. The lineup went on sale on March 11, 2026, at select CHUMS retailers in the Tohoku area.
CHUMS has long maintained a connection to Tohoku culture and local craftsmanship as part of its ongoing support for the region. This collection is centered around sales at shops based in Tohoku, with each item rooted in collaboration with local artisans and traditions.
Traditional crafts and folk culture from across the Tohoku region are woven into the lineup, paired with CHUMS's Booby Bird mascot design and the brand's characteristic sense of playfulness to create items suited to modern everyday life.
Tohoku Traditional Crafts Meet CHUMS's Playful Spirit
The collection draws on traditional crafts and folk culture from various parts of Tohoku as both motifs and materials.
Featured sources of inspiration include Yonezawa Ori, the traditional textile of Yonezawa City in Yamagata Prefecture; the Shirakawa Daruma good-luck charm from Shirakawa City in Fukushima Prefecture; dyeing techniques from Nagakan Dyeing Factory, a dye house in Sendai, Miyagi Prefecture with over 120 years of history; and Akabeko, a beloved folk toy from the Aizu region of Fukushima Prefecture that has been treasured for centuries.
Traditional techniques and motifs are combined with the Booby Bird design to produce a lineup that feels both familiar and fresh — a special range where regional craftsmanship and the brand's identity come together.
Product Lineup (All prices include tax)
Yonezori Komon
Yonezori Komon is a textile that draws on the skills of Yonezawa Ori, the traditional weaving of Yonezawa City in Yamagata Prefecture. Fine-count threads are used in a pre-dyed, woven jacquard technique to express classical Japanese komon (small-pattern) designs.
While komon patterns are typically produced through resist-printing (called nassen), Yonezori Komon instead expresses these patterns through weaving — giving the designs a depth of texture and elegance alongside their charming appearance.
Yonezori Komon Pocket T-Shirt Karakusa ¥5,940 / Colors: White, Black, Greige, Khaki
Yonezori Komon Booby Doll Karakusa ¥4,180
Nagakan Dyeing Factory
Nagakan Dyeing Factory has been operating in the Minami-Someshicho area of Sendai, Miyagi Prefecture since the Meiji era, with over 120 years of history. The factory has been recognized with the Sendai City Skills Award for its high level of craftsmanship.
Each piece in traditional craft dyeing is completed by hand, and the unique character of the finish comes directly from the skill of the artisans. These dyeing techniques are incorporated into this CHUMS collaboration.
Nagakan Dyeing Factory × CHUMS Hikizome Shirt ¥14,800
Nagakan Dyeing Factory × CHUMS Maekake Mini Shoulder Bag ¥4,950
Shirakawa Daruma
The Shirakawa Daruma is a good-luck charm that has been made in Shirakawa City, Fukushima Prefecture, since the late Edo period. Produced by the Watanabe Daruma workshop — the head producer of Shirakawa Daruma — these figures have long been cherished as symbols of good fortune.
This collaboration reimagines the Shirakawa Daruma with CHUMS's Booby Bird mascot design incorporated into the traditional form.
Sunglasses Booby Bird Shirakawa Daruma Pocket T-Shirt ¥5,940 / Colors: White, Black, Greige, White/Black
Sunglasses Booby Bird Shirakawa Daruma ¥3,520
Akabeko
The Akabeko is a folk toy from the Aizu region of Fukushima Prefecture that has been beloved for approximately 1,200 years. In the Aizu dialect, cattle are called "beko," and the Akabeko has been passed down as a symbol of good health and protection from evil.
In this collection, the Akabeko is reinterpreted with CHUMS's Booby Bird design to create a motif full of the brand's signature playfulness.
CHUMS Akabeko ¥4,620
CHUMS Akabeko ¥4,620
About CHUMS
CHUMS was founded by a river guide on the Colorado River in Utah who sought a solution to sunglasses falling into the water during rafting — leading to the creation of the brand's first product, the CHUMS Original Retainer. The brand established a factory in Hurricane, Utah, introduced the Booby Bird mascot, and expanded into apparel using sweatshirt materials. For over 40 years, CHUMS has continued to bring useful items to everyday life.
The limited-edition products are available at select CHUMS stores in the Tohoku region while supplies last.
