Ishida was very particular about the design, spending many sleepless nights researching to develop a modern, sophisticated product with great sense while maintaining its traditional beauty.
With their contemporary take on an old fabric, Shina fabric products started being sold at department stores and specialty stores in the main centers of Japan increasing its awareness and reputation.
Still lovingly woven in the small villages and mountains of Yamagata and Niigata prefectures, Shina fabric has continued to find a new role in the daily lives of the next generation.