Blocks UV Rays and Keeps You Cool: Over 100 Years of Straw Hat Crafting for Summertime Style

Straw hats are a summer staple. I was surprised to see that Tanaka Hat's straw hats boast "99% UV cut."

Straw hats have long been worn by farmers for summer fieldwork, believed to cut ultraviolet rays. Until recently, there was no scientific proof, but when a media outlet tested their UV-blocking performance, it was found to be a full 100%. Even though we promote "99% UV cut," that’s simply because a little UV exposure can occur with movement. In reality, the shielding rate is 100%.

Straw hats don’t let UV rays through but remain breathable. The secret lies in the straw stalk itself: its hollow tube channels release humidity and warm air. The hat gently and softly envelops your head, keeping you cool even on hot days. It’s a hat that makes full use of its natural material and is finely tuned to its purpose.

So, in Kasukabe, straw hats have been continually crafted by artisans’ hands?

Our company was founded in 1880 and originally started as a wheat farm. This area was once filled with wheat fields. Thanks to the nutrient-rich soil from downstream rivers, wheat grew abundantly here.

The wheat ears were used for beer production, but the straw was discarded. That seemed wasteful, so in the Meiji era, we began transforming the straw into "Sanada-himo," the material for straw hats, and exporting it to Europe. During the Taisho Roman era, hat culture became popular, people ventured outside in boater hats, and we imported sewing machines from Germany to begin making hats.

The popularity of hats boosted the industry, and the number of hat makers in the area grew to about 10, turning Kasukabe into a major hub for straw hats. However, issues like a shortage of successors and declining hat demand reduced those numbers, and now only our company remains.

Can you walk us through the artisanal production process for these rare straw hats?

We braid seven strands of straw into "Sanada-himo," moisten them for softness, and then artisans sew them in circles with a sewing machine. After cold-air drying to remove moisture, we shape the hats with a hydraulic press or iron for their final form. Sewn inside are sweatbands and size-adjusting tapes, carefully fitted by machine, finished off with ribbons and other decorations.

With about ten artisans, we craft around 20,000 to 30,000 hats a year. Craft workshops that make straw hats by hand at this scale are exceptionally rare in Japan. We cherish the balance between efficiency and handcraftsmanship, keeping to tradition without fancy tricks, and continuing to make authentic straw hats.

Branding Strategy Leveraging Storytelling Started by the Young Successor

Tanaka, you took over as the sixth-generation head at age 25. Did you originally intend to inherit the family business?

I'm someone who likes getting a tan, so I rarely wear hats. That's why I was not particularly interested in the family hat-making business.

However, I've always liked fashion with stories behind it, like vintage clothing. For example, the deck shoes I’m wearing today were originally made for sailors to walk on ship decks. Even the Aloha shirt came to be after Americans brought Japanese open-collar shirts from Okinawa back during the war.

I’m naturally drawn to the background stories of things. As an adult, learning deeply about the history of Tanaka Hat and straw hats, I realized that my own criteria for choosing things actually connected back to my family business. I wanted to create things that prioritized their stories. Wishing to share these stories with more people, I decided to take over the business.

What strategies did you use to share the story of Tanaka Hat with a wider audience?

First, I started accepting media interviews that we had declined in the past. The previous owner may have had reservations, but the media is interested in a young successor. Through those interviews, I shared our passion for making straw hats at Tanaka Hat.

Next, I pivoted away from a sales model focused mostly on subcontracting, and worked to establish "Tanaka Hat" as a brand that conveys our history and stories. We limited wholesale to only retailers who would showcase us thoughtfully, such as with a dedicated "Tanaka Hat" section. If our hats were simply mixed in with many others, they would get lost. So I thought it was important to create a “hook” that would make people curious about what “Tanaka Hat” is.

These efforts paid off—more customers started choosing "Tanaka Hat," our production volume increased, and about five years ago, we confidently opened a directly-managed store in Kasukabe with an adjoining factory.

At the directly-managed store, it's striking to see you, the sixth-generation successor, personally talking with customers and assisting them on the shop floor.

I tell customers, "This is how we make our hats," sharing our attention to detail directly. Having the maker tell the story in person makes customers truly understand and appreciate it. It’s rare to have a place where you can talk with the craftspeople while buying a hat. On weekends, even the artisans come to work the sales floor. Saying, "I made this hat myself," becomes a source of motivation for them, too.

Communication with customers is also valuable for product development. I do the planning for new hats myself, often picturing our regulars and thinking, "This would really suit them," as I design. Rather than just following trends, we focus on making items that will look good on our actual customers.

Because of this, every summer, we now have repeat customers traveling from afar just to buy a straw hat from Tanaka Hat. The story behind our hats is what brings customers back, creating a positive cycle.

Turning Our Hometown of Kasukabe Into the City of Straw Hats

What challenges do you see in the traditional crafts field, such as the aging of artisans?

Year after year, the craftspeople are getting older, and the entire industry continues to shrink. Even if we train new, younger artisans, many strike out on their own, making it tough to secure enough staff.

There are still a lot of things I can't predict about the future, but I try to keep a positive attitude about my work. That's because I get to hear directly from our customers every day. When I picture the faces of people who tell us, "Tanaka Hat's straw hats are so cool and comfortable," or "I want to buy more," I’m reminded that we are still needed.

Manufacturers who never see their buyers feel anxious as orders dwindle. More than ever, I think it’s important for makers to connect directly with their customers.

What challenge do you want to take on next, Tanaka?

I want to share the appeal of straw hats with more people. Even though our directly-managed store sells over 6,000 straw hats a year, there are still plenty of people out walking around town hatless in midsummer. When I imagine what it would look like if all those people wore hats, I realize there's still plenty of untapped potential.

My first goal is to create a culture in Kasukabe where "summer means straw hats." Since I was born and raised here, I hope our shop will continue to be beloved by the community. Opening our directly-managed store was, in part, a way to give back locally by making it possible for people in Kasukabe to buy Tanaka Hat's straw hats.

There’s a real depth to hats. A single hat can completely transform the vibe of an outfit. My great-grandfather, the fourth generation, used to say, "You start with your shoes and finish with your hat." I want to keep sharing the charm and stories of straw hats with as many people as possible going forward.