COLLABORATION
Aluminum × Fashion
Part 2: How Aluminum is Transforming the Future of Apparel Stores – Behind the Scenes of Developing ECOALF’s “Aluminum Fixtures”
Part 2: How Aluminum is Transforming the Future of Apparel Stores – Behind the Scenes of Developing ECOALF’s “Aluminum Fixtures”
Featuring
Masatoshi Shimokawa
Manager, ECOALF Division, Corporate Brand Business Department, Business Headquarters, Sanyo Shokai Co., Ltd., and Director, ECOALF Japan
Manager, ECOALF Division, Corporate Brand Business Department, Business Headquarters, Sanyo Shokai Co., Ltd., and Director, ECOALF Japan
Interviewer
Takanori Gondo,
UACJ
UACJ
Interviewer
Airi Iida,
UACJ Metal Processing
UACJ Metal Processing
The aluminum shoe tower fixture, born through collaboration with the sustainable fashion brand ECOALF. Following the first installment, this second installment takes you behind the scenes of its development and explores the insights gained into the future of store design. Joining us are Masatoshi Shimokawa, Brand Director of ECOALF Japan, together with the UACJ project members.
First Article
This time, UACJ’s Gondo and Iida visited the offices of Sanyo Shokai, which operates ECOALF Japan.
What was the starting point of this project?
Shimokawa
It has been five years since ECOALF entered the Japanese market in 2019. As we look to further expand the brand, we have also been focusing on creating spaces that embody the appeal of fashion. In that process, we had the opportunity to meet UACJ, and when we consulted them about store fixtures, that became the starting point of this project.
Gondo
That’s right. At UACJ, we were also considering new challenges under the theme of aluminum + “alpha,” so the timing of your
Iida
Mr. Shimokawa, what was your initial impression of aluminum?
Shimokawa
Aluminum cans… that was the first image that came to mind. I wondered how on earth you could make fixtures out of them.
Iida
That’s a natural reaction, I think.
Shimokawa
But then I learned that aluminum is used in rockets, bullet trains, and even the bodies of large automobiles—it was an incredibly strong material. That really surprised me.
Gondo
Exactly. Aluminum is not only strong but also easy to process, which made me think it could be applied to apparel fixtures. Since I also had experience working in the apparel industry, I reached out to Ms. Iida on the development team to bring that perspective into the project.
Iida
When I first heard about the project, it was a completely unfamiliar industry for me, but my honest reaction was simply, “This sounds fun!”
Shimokawa
Hearing you say it sounds fun makes me really happy. After all, fashion is about excitement and joy, and that feeling of excitement is something I want to carry through in this collaboration as well.
Why aluminum? What makes it such a good match?
Shimokawa
In general, most apparel fixtures are made of iron or stainless steel. The fixtures alone are already quite heavy, but once you add the clothes, lifting them becomes very tough.
Iida
I also had the chance to handle some existing stainless steel fixtures, and they were extremely heavy. In terms of lightness, aluminum is an excellent match for fixtures.
Gondo
ECOALF creates fashion products using discarded materials. The finished products are very lightweight, and what’s more, they are all made from recycled materials. Aluminum shares that same characteristic of being light and recyclable. It instantly struck me as a perfect fit for their products.
Shimokawa
I see, they really are similar.
Iida
In addition, aluminum has excellent workability—it’s easy to cut, drill, and shape according to customer requests. That’s another advantage.
Shimokawa
I specifically requested that the fixtures emphasize lightness, ease of assembly, and stylishness. During events, they need to be transported to various locations, and if they can be assembled easily, any staff member can handle them.
Another major attraction was the use of recycled aluminum. Sustainable materials are central to ECOALF’s philosophy, and I hoped this collaboration would allow us to create something truly unique.
Another major attraction was the use of recycled aluminum. Sustainable materials are central to ECOALF’s philosophy, and I hoped this collaboration would allow us to create something truly unique.
Gondo
That’s exactly where UACJ’s strength lies. Ordinary aluminum could be used by other companies as well, but only a limited number of companies, including us, are capable of manufacturing products with recycled aluminum.
At UACJ, We are developing “ALmitas⁺ SMART,” a brand of eco-conscious aluminum materials that incorporates recycled content and raw materials derived from green energy.
At UACJ, We are developing “ALmitas⁺ SMART,” a brand of eco-conscious aluminum materials that incorporates recycled content and raw materials derived from green energy.
Iida
The shoe tower we developed this time also uses ALmitas⁺ SMART. By applying the mass balance method*, it’s possible to reduce greenhouse gas emissions by up to 97%.
*Mass balance method: A management approach defined by standards such as the GHG Protocol and ISO 22095. It allows raw materials and products of different origins and properties to be mixed and managed collectively. This method is also being adopted in other material industries.
How did you move the project forward?
Iida
After we were first approached about this project, the very first thing we did was submit a design proposal based on the challenges of existing fixtures.
Gondo
Since there was a request to use recycled aluminum sheets for most of the structure, we built one prototype. But producing just “a single unit” was actually quite difficult, especially from a cost perspective.
Shimokawa
That makes sense—there are always lot-size issues. And when you’re using sustainable materials, cost inevitably becomes a hurdle.
Gondo
Exactly, that was truly a “challenge.” Iida literally ran around the company, passionately persuading both the production site and internal stakeholders.
Iida
I emphasized that although this was a new and unprecedented initiative, it was also a meaningful challenge for the company. From there, we held multiple meetings with the design and manufacturing teams, steadily moving the project forward. Since we had some stock of recycled aluminum sheets on hand, we were able to shape the prototype in an extremely short time.
Shimokawa
When I saw the completed prototype, my perception of aluminum completely changed.
Iida
After adjusting the processing and finishing details from the prototype to the final product, we delivered a total of five units.
Shimokawa
Normally, from design to production, the entire process would take several months—sometimes up to half a year. But this time, you managed to complete delivery in just two months. Thanks to that, we were able to unveil it at the Shinjuku Takashimaya pop-up event, which we considered very important.
Gondo
Good timing was part of it, but I think the biggest factor was that many people within the company agreed with the significance of this project. That support is what made the short delivery schedule possible.
What makes aluminum apparel fixtures unique?
Gondo
The first challenge was achieving a balance between design and usability — things like screws and joint fittings being too visible on the outside, or assembly becoming too complicated.
Iida
We really tested and examined that area thoroughly.
Gondo
For people like us, who are used to working with small parts every day, fixture assembly might feel “simple.” But for store staff, it’s a completely different story. So we worked onsite to strike a balance — reducing screws and fittings as much as possible while still maintaining sufficient structural strength.
Shimokawa
Sometimes staff have to assemble and dismantle the fixtures alone, so having something that any staff member can handle is a huge advantage.
Iida
What I paid the most attention to was the finishing — the polishing and edge treatment. We rounded the edges so they wouldn’t hurt when touched with fingertips. Every single part was polished with care, to make sure customers wouldn’t get injured while touching the fixtures in the store.
Shimokawa
That level of detail really conveyed to me the “thoughtfulness” UACJ brings to its work.
Iida
Thank you. In my usual work, aluminum is mostly used for parts inside machines, so I rarely think about the assumption that people will actually touch the material directly. It was a new kind of challenge, but also a great learning experience.
Shimokawa
You also created instruction manuals for the staff, didn’t you?
Iida
Yes, it was my first time creating a manual. I wanted to make it clear and easy to use, even for someone seeing it for the first time, so I used manuals from furniture companies as references.
The shoe tower is now complete at last! How has the response been?
Shimokawa
The first thing that struck me was how light it was. As a material, aluminum also brings out a natural texture, and I felt it would blend in beautifully with the store interior.
Iida
Did you get any feedback from the staff on site?
Shimokawa
Yes. Both the staff and the department store people often told us, “This fixture is great.” Some even joked, “The fixture stands out more than the shoes!” (laughs)
Gondo
That’s wonderful to hear! (laughs)
Shimokawa
Personally, I really like the soft impression created by the subtle hairline finish on the surface. At first, I was worried it might look too flashy or shiny, but it turned out nothing like that. On the contrary, it blended in nicely and made the products—the shoes—stand out more.
Gondo
That’s something I realized too. Apparel fixtures are generally black, so I naturally assumed these would be painted black as well. But when Mr. Shimokawa said, “Please leave them as they are,” I was surprised.
Shimokawa
By keeping the natural look of aluminum, the products appear more vivid and refined, which I felt suited the brand’s aesthetic.
Gondo
That was a perspective I hadn’t considered before, and it really made sense.
Shimokawa
ECOALF places great importance on the materials used in its products, so I felt that element needed to be preserved. Even if people get curious—“What’s this made of?”—if they can’t sense the original material, it won’t resonate. That’s why I wanted to keep the natural texture of aluminum visible.
Iida
So the aluminum fixtures also become a conversation starter with customers.
The completed shoe tower. By preserving the natural texture of aluminum, it brings out ECOALF’s signature accent colors.
What’s next?
Shimokawa
Going forward, we’d like to expand our lineup of aluminum fixtures to include hangers, shelving units, and free-standing displays.
Gondo
In fact, our next project is already underway. As the second phase, an aluminum hanger rack and shelf will be unveiled at the Isetan Shinjuku pop-up event.
Shimokawa
I can’t wait to see the second phase!
The pop-up event held at Isetan Shinjuku from October 8–14, 2025, where new aluminum fixtures were showcased.
Iida
The response within the UACJ Group to this project has also been huge. How to make use of recycled materials is one of our major strategic pillars, so our collaboration with ECOALF has become a very positive success story. Honestly, this project is probably attracting more attention than any of the work I’ve ever done (laughs).
Shimokawa
That’s wonderful. If this project is able to give something back to everyone who contributed to it, that makes me really happy as well. On a personal note, I’d even like to consider building an entire store out of aluminum, or creating products that customers could take home with them.
Iida
I’d definitely love to take on the challenge of creating aluminum products!
Gondo
I’m really excited to see where this will go.
Can fashion really change the future?
Shimokawa
Yes, I believe it can. To make that happen, as a brand we hope to strengthen our presence in Japan by focusing on lifestyle goods going forward.
Gondo
Why lifestyle goods in particular?
Shimokawa
Even if customers resonate with us as a sustainable brand, it’s quite a hurdle to replace all the clothes they already own with sustainable ones.
Iida
That’s true.
Shimokawa
Shoes and lifestyle goods, on the other hand, are relatively easy for customers to adopt. That’s why we see them as a gateway to spreading sustainable fashion more broadly.
Iida
We’d also be delighted if we could extend the potential of aluminum beyond fixtures, into all kinds of lifestyle-related products.
Gondo
For us at UACJ, figuring out how to enter new industries is also a major theme. Even if it takes time, if the initiative is meaningful, we want to take on the challenge.
Shimokawa
I believe that if more brands and department stores begin adopting sustainable fixtures, it could change the very standards of store design in the apparel industry. That’s why I don’t see this collaboration as something exclusive—I’d love for other companies to adopt it too and for it to serve as an open model.
Gondo
We truly appreciate those generous words. At UACJ, we also want to highlight the strengths of recycled aluminum—our ability to manage the whole process from design to processing to finishing, and by leveraging the strengths of recycled aluminum as a material, we hope to expand these efforts even further.
Shimokawa
Starting with initiatives like this, I want to take it step by step and help them take root. If we do that, I believe we can change the future, starting from the fashion industry.
Gondo
And first, it’s about building results together with ECOALF.
Iida
We look forward to continuing this partnership.
Shimokawa
Yes, let’s keep working hard together!
Gondo
Iida
Thank you very much!
AFTER INTERVIEW
UACJ
Takanori Gondo
Takanori Gondo
I never imagined I would have the chance to work in the apparel industry again—having once worked there myself—so meeting Mr. Shimokawa of ECOALF came as a real surprise. Apparel and aluminum may seem different, but in both cases, it’s about designing and shaping the material functionally and aesthetically. I’ve come to hope that the idea of “disposal” itself will one day disappear—both in apparel and in aluminum. I am determined to make this collaboration a success!
Profile
In the New Business Development Department, I lead the new business brand “origami.” I spend my days visiting customers and factories, working to create phase-free spaces with the products we develop.
UACJ Metal Processing
Airi Iida
Airi Iida
Through my conversations with Mr. Shimokawa, I was able to once again appreciate what makes aluminum such an appealing material. This project was full of “firsts” for me—our first apparel industry client, our first store fixture production, and our first sales of a product made with recycled materials. It was a challenging yet immensely rewarding experience. I hope to gradually expand the use of recycled aluminum, step by step, starting from what we can do.
Profile
In the Extrusion & Metal Components Business Department, I work in sales. Through aluminum processing, I am constantly exploring the possibilities of this versatile material!
* The information in this article was current at the time of the interview.
