“THE” is a brand that creates numerous staple items in a variety of genres. It was launched with an objective question against the social structure which spoiled the mass consumption which chased from one fashion to another and turns commodities into a massive amount of wastes each time.

Over the past decade, “THE” has produced one but very particular regular assortment per product category. For example, it offers only one type of glass. THE GLASS made of heat-resistant glass, which has a simple shape but can handle hot drinks (comes in 3 sizes). Every item was developed based on the philosophy “A quality product of all time which lasts irrespective of a trend can serve for a long time”. Consequently, there will be no wasteful consumption and no pollution of the environment with waste. In other words, the idea creates a sustainable society by promoting the most appropriate consumption. Since the launch of its brand, good design company has been involved with its product development and design.

Among its items, THE UMBRELLA receives a special public attention. Plastic disposable umbrella is sold everywhere in Japan. It is a handy item made with a transparent vinyl textile with high visibility, but easily disposed for its low durability. 130 million of such item are consumed annually, and nearly a half of which, over 60 million of those were disposed. “THE” came up with a plastic disposable umbrella which textile is replaceable. Glass fiber frame is incorporated, so it is rust free and lasts longer.

THE CUTLERY is another popular item with such an exquisite multi-purpose curve by applying this extremely special technology to press the metal parts from multiple directions. To reduce an unwanted waste, its package is sold separately. It is a popular gift item with chic color variations and black foil stamping which creates a sense of luxury.