At Loop of the Loom, we are honored to share and support the philosophy of Masuhisa, a small but deeply rooted textile company based in Nara Prefecture, Japan—an area known for its rich cultural heritage and ancient traditions.

A founder of Masuhisa, Masuhisa Hirota was born into a family that operated a cotton yarn dyeing and weaving factory. After becoming independent as a yarn merchant in the 60's, he spent many busy years on the frontlines of Japan’s textile industry. There, he witnessed firsthand the harsh realities of mass production. Then, he faced two crises that nearly forced him to shut down his business. Drawing on the yarn expertise he had cultivated over two decades of commerce, he eventually fulfilled a long-held dream: opening a hand-weaving and natural dyeing school in 1975.

Fascinated by the beauty of ancient natural colors, he spent ten years studying natural dyeing techniques. Through the process of spinning yarn, dyeing, and weaving, he came to realize that this cycle of natural, hands-on work was truly the way of life that suited him best.

In 1981, Hirota was dispatched by the Japanese government to rural China as a textile specialist and instructor. While his official mission was to support the modernization of agricultural villages, what he found there was something far more meaningful: rare villages where primitive farming methods still survived—no pesticides, no chemical fertilizers, and no machines.

Rather than promoting modernization as expected, Hirota chose to persistently persuade local farmers to preserve these precious ways of cotton cultivation. To support this goal, he helped establish a joint textile factory to begin producing cotton and naturally dyed goods using traditional methods. This included cotton farming that works in harmony with nature, and eventually, the manufacture of cotton-based products.

It took an astonishing 25 years to gain understanding and acceptance from those around him, who largely favored modernization. But Hirota remained committed to this path, convinced of its deeper value.

What captivated Hirota was the nature of chemical-free cotton yarn. Unlike yarn processed with chemicals, this cotton retains its original softness. And unlike wool, its comfort and texture deepen with use. These gentle yarns and fabrics—born entirely from nature—can all return to nature as well.

That is the spirit behind Masuhisa’s message:
“Giving back to the future.”