2025. 08. 01
Summer Limited Gift Event 「The Beauty of Coolness in a Gift」
From August 1–20, we are hosting a special summer gift event! During this period, customers who purchase a KASUMI Anytime Towel will receive a limited-edition summer gift box free of charge. The KASUMI Towel combines a soft, airy touch, excellent absorbency, and elegant designs inspired by traditional Japanese patterns such as Tei-Tsunagi and Shippo. Made in Japan with the finest quality, it offers supreme comfort and gently accompanies your summer days. A perfect gift for loved ones—or a special treat for yourself. Shop online here: ……
2025. 07. 18
Summer Limited Event 「Experience the Art of Cool Elegance」
From July 18–24, SUPER ZERO Lab in Minami-Aoyama is hosting a special summer event. Experience the newly dyed stoles crafted by Uchida Dye Works, while enjoying a refreshing cup of cold tea. Inside the store, an immersive video installation will showcase the dyeing process and production scenes. Savor a serene moment with exquisite Japanese craftsmanship and a refreshing cup of cold tea.
2025. 05. 01
New Release: TENCEL™ Denim Modal Lounge Set
New Release: TENCEL™ Denim Modal Lounge Set
A new denim fabric has been created by combining Lenzing’s INDIGO COLOR technology with SUPERZERO® yarn innovation.
The result: Japanese-made denim loungewear with exceptional softness and smooth texture, available in limited quantities at SUPER ZERO Lab Minami-Aoyama and ASANO ONLINE STORE.
Blending tradition and innovation, this refined design offers luxurious comfort—perfect for summer. Discover a piece where culture meets contemporary ease.
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2025. 03. 31
SUPERZERO Lab Opens in Futaba Superzero Mill
Starting in April, SUPERZERO Lab will open at Asano Nenshi Futaba Super Zero Mill in Fukushima. This facility symbolizes the revitalization of Futaba Town and aims to contribute to its growth. Through SUPERZERO, we hope to share new values both in Japan and throughout the world. We look forward to building the future of Futaba Town together and are excited to welcome you to our store in April! ……
2024. 11. 26
「CRAHUG」Japanese Artisanal Knitwear and Down Jackets POP UP Event
(Dec 3 – 16) Introducing our next event with CRAHUG featuring winter cold-weather items, with a focus on down jackets and knitwear to help you brave the harsh winter cold! We’ll present a carefully curated selection of winter essentials, including high-quality down coats made by specialty heritage manufacturers. From functional town wear with features like waterproofing, water-repellent, and breathability, to knitwear crafted from premium materials like alpaca and cotton, you’ll find a variety of styles and brands. Don’t miss this chance to experience the craftsmanship up clos……
2025. 08. 01
Summer Limited Gift Event 「The Beauty of Coolness in a Gift」
From August 1–20, we are hosting a special summer gift event! During this period, customers who purchase a KASUMI Anytime Towel will receive a limited-edition summer gift box free of charge. The KASUMI Towel combines a soft, airy touch, excellent absorbency, and elegant designs inspired by traditional Japanese patterns such as Tei-Tsunagi and Shippo. Made in Japan with the finest quality, it offers supreme comfort and gently accompanies your summer days. A perfect gift for loved ones—or a special treat for yourself. Shop online here: ……
Toward Beyond Zero
“SUPER ZERO Lab” shows the beauty and value of
Japanese traditions to the world while striving to create
innovation for the future in a salon style lab store.
Here, we introduce the artistry and craft from
Japan’s long tradition and wisdom,
to become a source of inspiration for innovation towards the future.
As a store, lab, and event space,
we aim to fuse the essence of Japan’s mazenbi,
the concept of true beauty and goodness,
with a multicultural perspective.
We encourage visitors to engage with the space,
and help foster the emergence of new businesses
and their successors.
By encouraging diversity,
we hope to create opportunities that pave the way for
the future of Japanese manufacturing regions
and artisans as well as the world.
2025
AUTUMN
WINTER
Here we showcase within this lab space the collaboration between several Japanese artisans and sustainability projects.
They are the following
We hope that by experiencing from diverse perspectives, it will inspire and expand your creativity.
Asano Nenshi Co., Ltd.,
Yabashi Holdings Co., Ltd.,
and KAJIHARA DESIGN STUDIO
have collaborated to operate the “SUPER ZERO Lab”
as a hub for inspiring innovation in traditional culture,
multicultural coexistence, and regional revitalization.
Here, we will introduce Japanese regional tradition and culture,
in order to help revitalize and preserve local industries
and tourism in manufacturing areas.
