Today, we’re taking a deep dive into the history, signature model OJOJO 01, and design philosophy of OJOJO NAITŌ, the footwear brand crafted by Gion Naito—now available from the 2025 Spring/Summer season at both FASCINATE_THE R (Osaka Shinsaibashi) and FASCINATE_KYOTO (Kyoto Kawaramachi).
OJOJO 01 lineup
What is OJOJO NAITŌ: A Fusion of Ancient Wisdom and Contemporary Design
A New Chapter from Kyoto Gion’s Footwear Artisan “Naitō”
OJOJO NAITŌ is a groundbreaking footwear brand launched by “Gion Naitō,” an esteemed maker founded in 1875 in Kyoto’s Gion district. With a history of over 140 years in traditional shoemaking, the brand offers a fresh interpretation of Japan’s time-honored concept of “beauty in utility,” reimagined for the modern age as “ohakimono”—a new category of refined everyday footwear.
Bridging Traditional Zōri and Modern Beach Sandals
Seiji Naitō, the fifth-generation head craftsman, re-examined the roots of Japanese footwear culture to develop sandals that seamlessly fit contemporary life. Drawing on traditional techniques and enhanced functionality, these designs embody the original benefits of traditional zōri—such as supporting arch formation and preventing bunions—reimagined for everyday comfort and wearability.
The Origin of “OJOJO NAITŌ” and the Sentiment Behind the Word “Jojo”
Legacy of Gion Naitō Since 1875 and the Fifth Generation’s Vision
The brand name “OJOJO NAITŌ” is derived from “jojo,” an affectionate, old Japanese baby word for zōri (traditional sandals). This name reflects a deep respect for the roots of Japanese craftsmanship and a commitment to preserving tradition while creating something new for the present era.
Inspired by Global Icons
Mr. Naitō, while developing the concept for his brand, discovered that Maison Margiela had introduced the “Tabi” collection inspired by traditional Japanese split-toe socks. This revelation stirred a mix of admiration and frustration, ultimately becoming a powerful motivation for him to establish a brand that honors Japanese footwear heritage from a Japanese perspective.
About the OJOJO 01 Model: A Pursuit of Functional Beauty and Comfort
Blending Modern Lifestyle Design with Traditional Craftsmanship
OJOJO 01 is a modern sandal that reinterprets the wisdom of traditional Japanese footwear into a design that seamlessly fits today’s lifestyle. It inherits iconic features from classic zōri—such as the elegantly curved hanao straps and the strategically placed toe post that enhances grip—while pursuing the comfort expected in contemporary sandals. This fusion embodies the uniquely Japanese aesthetic of “beauty in utility.”
Comfort You’ll Feel With Every Step
The core of the OJOJO 01 lies in its multilayered insole. The surface in contact with the foot is made of natural cork, which gradually molds to the shape of your foot over time. The core material incorporates EVA, a lightweight compound known for its excellent shock absorption, significantly reducing foot fatigue during walking. The outsole features SBR rubber, offering both durability and elasticity, ensuring a secure grip even on wet surfaces and supporting stable movement.
Gentle Materials Used in Medical and Baby Products
The hanao straps of the OJOJO 01 use ultra-soft silicone material—commonly found in medical and baby products—for a gentle feel against the skin. This helps alleviate the discomfort often experienced between the toes with traditional sandals, making them comfortable even for long periods of wear. Despite their robust appearance, the sandals are lightweight and reduce foot fatigue.
Sustainable Construction with Fully Replaceable Parts
Each component of the OJOJO 01 is replaceable, and users can even change colors. This thoughtful design allows wearers to continue enjoying the sandals long after initial wear, aligning perfectly with a modern lifestyle that values both sustainability and sentimentality.
How to Wear and Size Guide: Core Strength from the Feet Up
A Unique Fit: Letting the Heel Extend About 2cm
Unlike typical footwear, OJOJO NAITŌ recommends a traditional fit rooted in Japanese sandal culture—allowing the heel to extend roughly 2cm beyond the sole. This is not just an aesthetic choice but a time-honored practice that promotes balance and posture.
Why Let the Heel Extend: Natural Posture and Core Stability
This fitting method promotes natural forward weight distribution, encouraging toe engagement with the ground. It helps lengthen the spine and activate core muscles, including the abdominals, lower back, and glutes during walking. Traditionally, zōri wearers would let their toes grasp the ground—considered beneficial for overall foot health.
Choosing the Right Size for OJOJO 01
The image demonstrates size comparisons on someone who normally wears 27.5cm. From left to right: S through XL. There are five available sizes—typically, women may prefer XS or S, and men may find M or L ideal depending on foot width and preference.
Recommended Sizes for a Standard Fit
-
XS S M L XL Recommended for
foot length 21cm–24.5cmRecommended for
foot length 22cm–25.5cmRecommended for
foot length 24cm–28cmRecommended for
foot length 28cm–30cmRecommended for
foot length 29cm and above
Relaxed Fit for Lounging and Casual Use
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XS S M L XL Recommended for
foot length 21cm–23cmRecommended for
foot length 23cm–24.5cmRecommended for
foot length 24.5cm–26.5cmRecommended for
foot length 26.5cm–28cmRecommended for
foot length 28cm and above
Conclusion: OJOJO NAITŌ and the Future of "Ohakimono"
OJOJO 01 is a new form of "ohakimono" born from the fusion of over 140 years of traditional craftsmanship and cutting-edge materials. With its sustainable construction and unique fitting philosophy, it enriches your lifestyle from the feet up. We encourage you to experience it for yourself.
Inquiries about available shops and items
All the items introduced in today's blog are available at FASCINATE_THE R (Osaka Nishi Shinsaibashi) and FASCINATE KYOTO. If you have any questions about the items, please feel free to contact us.
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Shop info
FASCINATE_THE R
- POSTAL CODE
- 542-0086
- ADDRESS
- 1st Floor, Business Building 1-5-25 Nishishinsaibashi, Chuo-ku, Osaka-shi, Osaka
- HOURS
- 12:00 NOON to 8:00 PM [JPT]
- TEL
- +81(0)6-6210-5536
FASCINATE KYOTO
- POSTAL CODE
- 604-8044
- ADDRESS
- #DECO3 1F Gokomachi square, 416-5 Dainichicho, Nakagyo-ku, Kyoto
- HOURS
- 12:00 Noon to 20:00 PM [JPT]
- TEL
- +81(0)75-708-3919