amu Adds a New Blue Colorway to Its Recycled-Fishing-Net Buddy Cap

amu Co., Ltd. (headquartered in Kesennuma, Miyagi Prefecture; CEO: Kodai Kato) is releasing a new colorway of its "Buddy Cap" baseball cap, made from amuca, a material upcycled from used fishing nets collected across Japan. The release aims to contribute to solving a social issue while offering a summer fashion item.

Most of the discarded fishing nets that become amuca's raw material end up in landfills, a heavy environmental burden, and disposal costs are also a financial strain for fishers. By upcycling old fishing nets into amuca, amu aims to ease both the environmental impact and the burden on fishers.

The product has been available since Thursday, July 9, 2026, through the official amuca online store. It will also make its first in-person appearance at a booth inside the "TAMAGAWA Cycle & Fishing Festa," co-hosted by the general incorporated association Eroica Japan and Fish Hook Co., Ltd. on July 18-19. At the event, items addressing issues facing the sea, fishers, and the fishing industry ahead of Marine Day will be on display alongside the caps, and a drive to collect used fishing line from anglers will also take place.

New colorway for the Buddy Cap, made from upcycled fishing nets

amu is releasing the "Buddy Cap," made using amuca, a nylon material upcycled from used fishing nets collected in Japan. A new colorway, "BLUE," joins the current lineup of "BLACK" and "OFFWHITE."

The cap combines a contribution to solving ocean-related issues with summer style. Its water-repellent finish makes it suited to a wide range of scenes, from outdoor activities to the beach. It has been available at the official amuca online store since Thursday, July 9.

amuca official online store: https://shop.amuca.world/

amuca, a material that protects the sea, fishers, and coastal communities

Fishing gear that has reached the end of its life presents many disposal challenges. Because of its salt residue, attached debris, and mixed materials, it requires sorting and cleaning, making incineration or recycling difficult. Much of it ends up in landfills, and since it is largely plastic, it carries a high environmental burden and is also a major financial strain for fishers.

Some of this gear is also swept into the ocean by typhoons and storm surges. Of the roughly 8 million tons of plastic estimated to flow into the world's oceans each year, about 40% (roughly 3.2 million tons) is fishing gear. Fishing gear left in the sea is known as "ghost gear," and it continues to affect ecosystems over the long term, entangling marine life and breaking down into microplastics.

Upcycling this gear into amuca helps reduce and manage waste generated by the fishing industry. Over the long term, it also helps lower the environmental risks of fishing gear flowing into the ocean or being landfilled, supporting rich biodiversity.

Products made with amuca carry an "amuca tag." Scanning the printed QR code reveals the collection area of the raw fishing gear and the process behind turning it into a finished product. By making visible how discarded gear once treated as waste becomes a resource with new value, the tag is intended to build attachment to the product and encourage customers to keep using it for longer.

Buddy Cap debuts at a Tamagawa Takashimaya event ahead of Marine Day

On July 18 (Saturday) and 19 (Sunday), the new Buddy Cap colorway will be displayed and sold at the "TAMAGAWA Cycle & Fishing Festa," co-hosted by Eroica Japan and Fish Hook. Visitors can check the color and feel of the cap in person.

The cap offers an easy way to enjoy fashion while contributing to a social cause. It suits fishing, cycling, and other outdoor and beachside activities, making it a fitting companion for summer outings.

The event will feature a wide range of bicycles, from vintage to the latest models, along with cycling apparel and accessories, as well as fishing-related goods and art. It is aimed at cycling and fishing fans as well as anyone looking for a new hobby.

On the day, fashion items addressing issues facing the sea, fishers, and the fishing industry ahead of Marine Day will be on display alongside the caps, and together with Fish Hook, a drive to collect used fishing line from anglers will also take place.

Product lineup

Buddy Cap — BLUE / OFFWHITE / BLACK

Buddy Sacoche — BLUE / OFFWHITE / BLACK

Buddy 2face Tote — WHITE / BLACK

Buddy T-shirt — WHITE / BLACK

Buddy Sunglasses Kesennuma model — BLUE / BLACK / BROWN

Buddy Sunglasses Ishigakijima model — BLUE / BLACK / BROWN

Original amuca textile designs

Some of the products feature original textile designs inspired by the culture of Kesennuma, Miyagi Prefecture, where the raw fishing nets are collected.

DEFUNEOKURI

This design captures a scene from "defune-okuri," a traditional Kesennuma send-off for departing boats, in which crew members' families and friends see the vessel off with colorful streamers and fukurai flags (large celebratory fishing flags), wishing for a safe voyage and a good catch. The warm, lively scene is woven into the textile to represent a presence that watches over the challenges of whoever uses the product.

MURONEOROSHI

This design reflects the "murone-oroshi," a bitterly cold wind that blows down from Mt. Murone in winter and is essential to making Kesennuma's signature dried shark fin. The cold air dries the shark fin as it sun-dries, and the "karan-karan" sound the pieces make as they knock against each other is said to signal that they are ready. The design was created to convey the strength of turning a harsh environment into an ally.

Fishing line collection drive

Since April 2025, amu has continued a fishing line collection project with Fish Hook, and it will run again at this event. On the day, the companies will also gather feedback and requests from visitors for future product development. amu and Fish Hook aim to keep collecting used fishing line and upcycling it into a range of products, working toward a world where anglers no longer need to throw fishing line away. This effort also resonates with Takashimaya's sustainability initiative, "TSUNAGU ACTION."

How to participate

Anyone with used fishing line is welcome to drop it in the collection boxes at the venue. Four collection boxes, sorted by material (nylon, PE, polyester, and fluorocarbon), will be set up on-site. To help the collection go smoothly, please check the following before bringing your line; line that does not meet these conditions may not be accepted.

Before bringing your line

• Remove metal parts such as hooks, swivels, and snaps.
• If the line is dirty or has an odor, rinse and dry it before bringing it.
• Sort the line by material before bringing it.

TAMAGAWA Cycle & Fishing Festa overview

• Dates and times: Saturday, July 18, 2026, 10:00 AM to 6:00 PM; Sunday, July 19, 10:00 AM to 5:00 PM
• Location: Arena Hall, 1st floor, West Building, Tamagawa Takashimaya S.C.
• Address: Tamagawa Takashimaya S.C., 3-17-1 Tamagawa, Setagaya-ku, Tokyo 158-0094
• Admission: Free
• Access:
  • By train: About 3-4 minutes on foot from the west exit of Futako-Tamagawa Station on the Tokyu Denentoshi and Oimachi lines (9 minutes from Shibuya Station via the Tokyu Denentoshi Line express, 8 minutes from Jiyugaoka Station via the Tokyu Oimachi Line)
  • By car: Use the paid parking at Tamagawa Takashimaya S.C.