Edoya POP UP Shop Now Open | Experience 300 Years of Tool-Making Wisdom

The Edoya POP UP event is currently underway at Brift H Aoyama. Last Saturday, June 20th, as a special event, Mr. Goto from Edoya was invited to hold a "Proper Tool Usage Lecture."

Edoya was founded in 1718 (Kyoho 3). Its history reportedly began when the first generation was recognized as a "brush master" by the 7th Shogun, Ietsugu, and was given a family name by the Shogunate family. Its history is truly impressive. Since then, with changes in the times, they began to handle brushes in addition to paintbrushes, and currently, they have over 3,000 types of products, including paintbrushes and brushes of various sizes. This time, Mr. Goto taught us how to use some of the best tools while demonstrating them.

First, clothes brushes. What was truly impressive was Edoya's custom-made, hand-planted brushes. By planting the bristles in a V-shape, the tips are soft, but the base has excellent elasticity, effectively removing dust and dirt from suits and jackets.

It also made sense that by gently stroking the fabric from above, as if combing the nap, at the end of brushing, a natural luster appears on the fabric. And what's more, this can be used not only for suits but also for knitwear. Personally, this was quite unexpected, but it was certainly logical and interesting.

Next, what left a strong impression was the stain removal brush. This product is made of horsehair tightly bound with a thread, and because it is natural hair, it is less likely to damage clothing, yet it effectively removes stains. The method is to apply detergent to the stained area, place a towel underneath, and then gently tap from above. The stain then transfers to the towel below.

It's also ideal for pre-washing dirt on shirt collars and cuffs, and I honestly thought that every household should have one. Furthermore, if the bristles wear down, you can remove the thread one row at a time and continue using it shorter, eventually using up the entire brush – a truly sustainable design. The wisdom of people from the past is truly amazing. And the price is 1,870 yen. Its appearance is also rather cute, making it a good small gift.

In addition, we were introduced to products such as toothbrushes and combs, which are now often replaced by petroleum products like nylon and plastic, but achieve both comfort and durability by being made with natural bristles.

Horsehair toothbrushes are less likely to damage tooth enamel, and boar bristle hairbrushes naturally distribute scalp oil to the ends of the hair with just a few strokes, smoothing the cuticles and adding shine. Observing them, I felt that they were not merely "old-fashioned tools," but that their materials and structure had a proper rationale.

We also tried various other tools that one might consider a "small luxury to have at home," such as hat brushes and ostrich feather dusters. It was about an hour-long lecture, but it was very informative, and I learned a great deal myself.

A video of the day's event is available on @brift.h.official, so please take a look if you're interested.

Finally, we'd like to introduce the special oval-shaped shoe brushes by Edoya x Brift H, which are also a highlight of this event. This time, you can order three types of brushes – pig bristles, horsehair, and goat hair – in "cherry burst" and "sunburst" wood finishes, inspired by guitar finishes, all made-to-order.

Edoya's hand-planted brushes are becoming increasingly rare each year due to a decrease in craftsmen, and delivery for this order is expected in approximately six months. We do not offer online sales, so if you are interested, please visit the store to see the actual products and place your order.

The POP UP event is being held until Tuesday, June 30th, in the event space on the 1st floor of Brift H Aoyama. Although there isn't much time left, opportunities to see Edoya's tools all together like this are rare, so please don't miss this chance. We look forward to your visit!