ITOCHU Announces the Airing of New Commercial on the Theme of Clothing that Supports Everyday Life

ITOCHU SDGs STUDIO holds a new exhibition, "Future Life with Clothes"

January 21, 2022

ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Keita Ishii, President & COO; hereinafter “ITOCHU”) announced today the start of a new commercial on the theme of clothing that supports everyday life.

ITOCHU has set "enhancing its contribution to and engagement with the SDGs through business activities" as one of the Basic Policies in its Medium-term Management Plan "Brand-new Deal 2023" and opened the ITOCHU SDGs STUDIO on April 15, 2021 to provide a space where individuals have the opportunity to engage with the SDGs in their own way.
At the beginning of January, ITOCHU started a new campaign on the theme of clothing with newspaper advertisements. The new commercial portrays the many possibilities of clothing supporting people's everyday lives around the world. Simultaneously, ITOCHU SDGs STUDIO, where ITOCHU showcases its SDG initiatives, is holding the hands-on exhibition, "Future Life with Clothes," to portray the many possibilities of clothing and encourage visitors to discover how to shape the path to the future with clothing.

New Commercial, "Let's Try on the Future"

With the slogan, "Dear Life," this commercial is the third installment communicating the ITOCHU vision. It focuses on clothing and fashion, one of the basic needs for life along with food, shelter and recreation. People featured in the commercial describe the things they wish to wear, and ITOCHU hopes to support their hopes and wishes about the future through the power of clothing. People should be able to try out their future, just as they try on new clothing. They must not be afraid of making mistakes and they must enjoy being themselves. The tag line, "Let's Try on Future," was chosen to communicate the ITOCHU vision.

ITOCHU, whose origin was in the textiles industry, hopes that the commercial will share a message of encouragement with consumers and the textile industry.

<Narration Excerpt>
I want to wear what I like
I want to wear clothing that keeps me warm
I want to wear something fun
Clothing that advances people's everyday lives around the world.
I want to express hope through clothing
I want to express my dreams through clothing
I want to express love through clothing
Let's try on the future
ITOCHU Corporation

(New commercial details) URL:

The ITOCHU SDGs STUDIO, where ITOCHU showcases its SDG initiatives, is holding a hands-on exhibition on the clothing and fashion theme, "Future Life with Clothes," between Saturday, January 22 and Sunday February 27.
The exhibition is divided into five fitting rooms to explore five different themes: consideration for the global environment, recycling, reuse, diversity & inclusion and heritage. Visitors can physically touch the exhibited products and materials to study the many possibilities of clothing. ITOCHU hopes that the exhibition will allow visitors to discover how to shape the path to the future with clothing.

Period : 11:00-18:00 from Saturday January 22 to Sunday February 27 
Closing days : Every Monday
If a public holiday falls on a Monday, the following day is a closing day.
Venue : ITOCHU SDGs STUDIO (Itochu Garden B1F, 3-1, Kita-aoyama 2-chome, Minato-ku, Tokyo)
Admission : Free of charge 
Visit the official website for more information.

◆Cultural platform which provides opportunities to communicate information about and experience the SDGs from various perspectives and connects people, business and the planet
◆Free provision of exhibition space and filming and photo shoot space for social media etc. to organizations involved in activities related to the SDGs (Around 6 exhibitions a year)
◆Establishment of radio booth to raise public awareness about SDGs in radio program named after ITOCHU "J-WAVE SELECTION ITOCHU DEAR LIFE, DEAR FUTURE" (Program presenter: SHELLY)

Location: Itochu Garden at ITOCHU Tokyo Head Office
Official website URL: