Alright – so today we’ve got the honor of introducing you to Hishashi Morishima. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Hishashi, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I’ve been deeply passionate about vintage clothing and fashion ever since I was a child. Even before the word “vintage” became widely used in Japan, I was already drawn to imported fashion—especially American-made denim.

When I was in the upper grades of elementary school, I bought my first pair of jeans: Levi’s 501XX. At the time, flared jeans from the 1970s were the mainstream, so button-fly 501s were not very popular and could be bought at a low price. But when I compared mine to my friends’ jeans, I noticed something was different. The fabric was stiffer, the color was deeper, and only mine had a capital “E” on the red tab.

Later, I learned that they were actually a pair of Levi’s 501XX from the 1950s. That discovery sparked a deep fascination with denim—the fabric, the details, and the history and stories behind each piece.

From there, I became more and more immersed in the world of fashion and vintage. But I also came to recognize one unavoidable weakness of vintage: the better the piece, the more quickly it disappears. Over time, it became harder and harder to find garments in my size or in good condition.

That’s when the idea naturally came to me—if I couldn’t find what I was looking for, I should make it myself.

Of course, I still love vintage and hold deep respect for the culture and craftsmanship behind it. However, what BONCOURA aims to do is not to simply recreate garments from the past.

I understand and respect the approach of faithfully bringing back original pieces, but I feel that mindset often assumes vintage will always be the ultimate standard—one that can never be surpassed.

What we aim for is something different: not just to replicate vintage, but to explore what made it so compelling. We take those essential qualities and elevate them by combining them with modern sensibilities, contemporary techniques, and our unique perspective as BONCOURA.

By working together with Japanese artisans whose skills are among the finest in the world, we strive to create garments that go beyond the past and hold their own independent value.

Clothing that, even a hundred years from now, people will still recognize as truly great.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

At BONCOURA, denim is our core, but every item we create is infused with the spirit of Japanese craftsmanship. Each piece carries its own story, and we are deeply involved in every aspect of production—from material development to weaving, sewing, and finishing—often with even more dedication than specialized manufacturers.
What we value most is harmony and balance.
We believe making clothes shares many similarities with cooking. Having the best ingredients is not enough—what matters is how they are combined, and how their qualities are brought out.
Take, for example, the classic peanut butter and jelly sandwich. You could try adding truffle oil or wagyu beef, and it might result in something interesting. But it won’t necessarily make it better. Even the most luxurious ingredients can clash if they’re not in harmony.
Every material has an ideal use. Just because something is rare or expensive doesn’t mean it’s inherently good. The key is to understand how to bring out the best in each component. That’s where true craftsmanship lies.
It’s the same in clothing. High-priced materials don’t automatically make better garments. Without a unified direction, even the finest fabric won’t reach its full potential. You might achieve the “best possible” result within the limits of the material, but that’s not the same as creating something truly great.
We aim to achieve a natural sense of harmony and balance in our creations. It’s difficult to explain in words, but for those with a sensitivity to materials and quality, we believe our work speaks for itself.
We continue to refine and update our craft daily—to create pieces that move the heart.

BONCOURA IKEMEN Denim
The BONCOURA IKEMEN denim is one of our signature fabrics and stands apart from what’s typically called “original denim.”
While many so-called original denims are made by using commercially available yarns with minor changes in weaving, we go much deeper. From designing the blend of raw cotton fibers, to creating our own custom-spun yarns, and even adjusting vintage shuttle looms specifically for BONCOURA, every element is developed from the ground up.
Only when all of these components come together does BONCOURA IKEMEN denim truly come to life.

BONCOURA Leather
We take the same approach with leather.
Our leathers are designed not only for their visual impact and aging qualities, but also for the tactile feel and the way they evolve with use. Beyond the standard tanning processes, each tannery has its own secret recipes and techniques. From the chemicals used, to the water, temperature, and sequence of steps—each detail affects the final result.
We personally visit tanneries to choose the ones best suited to produce the kind of leather we’re seeking at that moment. We also work closely with them to select raw hides with minimal damage—something that’s becoming more difficult each year. Maintaining this level of quality is only possible through long-term relationships built on mutual trust.

BONCOURA Loopwheel Fleece Fabric
Our loopwheel fleece fabric is knitted slowly and gently using vintage loopwheel machines. This allows the yarn to retain its natural softness and texture, resulting in a fabric that feels plush, smooth, and rich to the touch.
Because the yarn is not stretched under tension, the fabric holds its shape even after years of wear and repeated washing. It’s densely knitted while incorporating air, giving it excellent insulation and a uniquely soft hand feel—perfect for colder seasons.
And like everything we make, this fabric grows more supple over time. It evolves with each wear, developing its own personality. It’s a fabric that matures with your life, becoming something truly personal and lasting.

What we aim to create may not be flashy at first glance, but it’s designed to blend seamlessly into the wearer’s life—growing more personal and expressive with every passing year.
If the harmony, balance, and the depth of handwork that goes into each piece resonate even slightly with the person who wears it, then that, for us, is the true answer to what makes good clothing.
These are garments that grow with you—not loud or showy, but quietly becoming part of your everyday life.
We want to continue making pieces that live alongside their owners, aging gracefully and meaningfully over time.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

When I first started BONCOURA, I honestly didn’t know where or how I should manufacture my products. I didn’t come from a background in production, so I had to learn everything from scratch.

I began by researching on my own—reading, asking questions, and reaching out to people in the industry. I visited factories myself, spoke directly with craftsmen, and listened carefully to their knowledge and experience. Through this process, I gradually built connections, often with the help of artisan networks. One introduction would lead to another, and over time I was able to find the right partners—people whose standards and spirit matched what I was trying to create.

What I’ve learned along the way is that manufacturing isn’t just about machinery or processes. It’s about people. Trust, shared values, and open communication are everything.
Once you find the right craftspeople—those who care deeply about their work—you can build something truly special together.

Today, every BONCOURA product is made in collaboration with highly skilled Japanese artisans who we know personally, and with whom we share mutual respect and a common vision for quality.

Where do you think you get most of your clients from?

To be honest, while we take pride in being specialists when it comes to craftsmanship and product quality, we’re quite inexperienced when it comes to marketing and promotion.

We don’t follow aggressive advertising strategies, and in many ways, we’re still learning.
But thankfully, the people who discover BONCOURA—whether in person, in select stores, or online—often share it on their own via social media platforms like Instagram and YouTube.

We believe that when you make something with real care and conviction, it naturally resonates with those who truly love clothing. And when it does, people feel compelled to share it—not because they’re told to, but because they genuinely want to.

That kind of organic word-of-mouth has been our most valuable source of new clients.

Contact Info:

• Website: https://boncoura.jp
• Instagram: boncoura_official
• Youtube: @boncourasalon1220
• Other: Online Store: https://salonboncoura.com

Image Credits

BONCOURA