CORE OF OUR CRAFT
FAMILY & LOVE
QUALITY & DESIGN
01 FAMILY & LOVE
SUSUMU AI has a strong family background. Its direct translation means “continuous love” which is very important to our company as we believe in a love that stretches beyond time and place.
It also has a deeper meaning to Alisa and Keiho, as SUSUMU (進) is their Japanese grandfather's first name. It is a tribute to their grandfather, whose constant motivation and love, even beyond his passing away, breathes life into the brand. The other syllable AI (愛) is the first character of Alisa's name written in Japanese, which means "love." The logo is their grandfather's family crest.
SUSUMU AI is a perfect expression of continuous family love.
The roots of SUSUMU AI lay within the historical background of Japanese craft and design. Our design process is deeply influenced by the choice of high-quality Japanese fabrics and a traditional approach on daily wear. Inspiration flourishes from personal experiences and memories in Japan.
SUSUMU AI represents a twist of Japanese and German culture.
03 QUALITY & DESIGN
Every SUSUMU AI item is thoughtfully designed and marked by innovative and high-quality elements.
Alisa - as head of the design process - has aqcuired a sufficient amount of experience in several areas of design. The local team works hard and takes care to perfect every small detail, thus producing high-quality pieces. Moreover, we personally travel twice a year to Japan in order to select the best fabrics for our pieces.
Out of consideration for our environment, SUSUMU AI uses fabric leftovers to create smaller pieces such as masks, scrunchies and key chains to minimize fabric waste. Final remnants are then sent over to a Japanese creative (IG: @josi_design) , who beautifully crafts small flowers. Thereby, there is zero waste and a continuation of creative processes.
By selecting fabrics of Japanese origin and keeping a traditional approach, we strive to support the Japanese community and culture.
Additionally, as SUSUMU AI strives to be fully transparent, a certification mark represents the water consumption of every fabric.