The Leading Fashion Newspaper in Japan.Senken Shimbun

In Japan, interest in agriculture is rising among young consumers in their 20s and 30s. Focusing on this, the fashion industry has been pushing forward development of "agricultural wear". A market for "agri-fashion" seems likely to arise. BAROQUE JAPAN LIMITED, which develops brands popular among young people such as "moussy", has been conducting day trips to farms as a form of employee education. They've also been moving toward the planning of beauty products with cooperation from farmers, as well as agricultural wear with the cooperation of young casual apparel makers. With the economic slump and ecological trend, the image of agriculture continues to change. The new magazine "Agrizm" is making the statement that "Agriculture is cool".