Yanmar's new agricultural wear, "Premium Agricultural Wear," which began selling in limited quantities on April 1st, will be available for trial sale at the Yanmar booth at "Cheer Up! Nippon," an event focusing on Japanese food and lifestyles, opening May 28th at the Isetan Shinjuku store.

This agricultural wear was designed by Naoki Takizawa, formerly of ISSEY MIYAKE and currently active as a creative director, under the supervision of Kashiwa Sato, Yanmar's brand project creative director. The model being sold for trial is an improved version of the prototype unveiled last summer.

This project began with the idea of "making cool agricultural wear!" and began by listening to actual movements, postures, and inconveniences experienced in farming. Each of these insights is reflected in the design. Lightweight materials are used to reduce the energy consumed during work, and the goal is to create high-performance wear that combines functionality to reduce the burden of farm work with fashion that makes daily work more enjoyable. The colour titanium brown is inspired by the image of people working face to face with the earth every day and the design of Yanmar's next-generation agricultural machinery. Bright pink is used as an accent colour for women, and black for men. A buyer from Isetan commented, "We were considering exhibitors for the event because we wanted to present agriculture in a cool way, rather than the down-to-earth image it has had up until now. Yanmar's clothing, which has been a hot topic since last year, is stylish and matches the concept of the event, so we decided to exhibit."