It All Started with Creating a Place for Women to Work

"The company was founded in 1935. It began when we invited seven artisans from China to this small town in Yamagata. It was launched out of our predecessor's desire to create jobs for women during a time of recession and poor harvests."

President Watanabe explains, looking up at the wooden company building, which is over 80 years old. He says the pale pink exterior is also a symbol of a workplace for women. The building is a designated Registered Tangible Cultural Property and is still in use as a workshop today.

During the war, when wool was unavailable, the founder resumed weaving using thread made from kudzu roots. After the war, the company was visited by the GHQ and MacArthur and delivered carpets to the Imperial Palace and even the Vatican Palace. The philosophy of the carpet as an art to be tread upon—that has remained unchanged since the company's founding.

"Yamagata Dantsu": Born from a Business Crisis, Redefining Tradition

President Watanabe took over the company just after the collapse of the bubble economy.

"Our sales and number of employees were down to one-third of their peak. I thought we were finished."

It was in this challenging environment that the new brand, 'Yamagata Dantsu', was born.

"People tend to think of us as a traditional craft company, but we're actually an interior manufacturer. That's precisely why I didn't want to be constrained by the word 'tradition'."

Trademarking a brand name that included the "Yamagata" place name was a long road. But the name was backed by a deep-seated pride in the fact that we were the ones who rooted the carpet industry in this land.

As every employee—from artisans to sales staff—came together to share ideas and drive the branding forward, a renewed pride in craftsmanship breathed new life into the entire company.

Collaborations with World-Renowned Designers Opened New Doors

"When we launched Yamagata Dantsu, the most significant factor was the people we met."

The piece created in collaboration with local industrial designer Kiyoyuki Okuyama, "UMI," became an iconic work for the company. It is said to have restored the confidence and pride of the artisans, who until then had not truly felt what it was like to create a bestseller.

"Working with Okuyama changed the look in our artisans' eyes. They had a real sense that 'our skills are being recognized.'"

Following this, a host of famed creators visited the workshop, including architect Kengo Kuma, creative director Kashiwa Sato, and textile designer Akira Minagawa. For the "happy ocean" series with Minagawa in particular, the dyeing artisans developed a unique "Kasuri-zome" (ikat dyeing) technique to create painterly gradations. This achieved a soft fluctuation of color that had previously been considered impossible.

"Technique isn't something you just preserve. It's something you polish through challenge."

Artisans and an Integrated Production System Uphold the Craftsmanship

Oriental Carpet's strength is its all-in-one production system, which handles every step—from dyeing and weaving to finishing and after-care—right on-site.

"Every part of the carpet-making process happens right here on site. That's a unique advantage we're proud of."

The dyeing room manages a palette of over 20,000 yarn colors. On the weaving floor, artisans painstakingly hand-tie each knot, progressing just a few centimeters a day. The finishing process showcases the "carving" technique, where patterns are sculpted with special clippers. This creates stunning 3D designs with a beauty that machines can't possibly reproduce.

You'll also find many young artisans in the workshop.

"We even have young people moving to Yamagata from other prefectures with the dream of becoming an artisan. Our company was originally built on the handiwork of women, and their delicate sensibility continues to be the bedrock of our quality."

The atmosphere in the workshop is one of quiet focus and undeniable pride.

The Next Challenge: Sharing "Japanese Luxury" with the World

After navigating the COVID-19 pandemic, President Watanabe is setting his sights on the next stage.

"We're grateful to have the support of so many architects and designers here in Japan.

Now, we want to share the 'culture of Japanese carpets' with the world."

By participating in trade shows in Germany and France, the company is expanding its sales channels into overseas markets, with a focus on Europe. At the same time, a younger generation in Japan is showing increasing support, with a mindset of "I don't need a car, but I want a beautiful rug for my home." This growing community, spreading through social media, is becoming a key pillar for the future of Yamagata Dantsu.

"Our carpets aren't just decorative items; they're meant to be 'nurtured as you use them.' I believe that's the true form of Japanese luxury."