Shimamasu Honpo (Okinawa) has begun selling the "Uchinaa T-Shirt," an original T-shirt designed by Okinawa-based art director Kyoko Shimabukuro, as part of a corporate collaboration T-shirt project run by San-A.
The item weaves the logo of "Shimamasu," a salt brand long loved by people in Okinawa, into its design, blending Okinawan familiarity with everyday fashion appeal.
The design was created in the hope that younger generations in their teens and twenties would feel closer to "Shimamasu," which has been cherished by Okinawans for many years, by turning it into something easy to wear as part of daily fashion. By carrying the brand into a new format, the T-shirt, it aims to bring the brand's appeal to a wider range of people, from local residents to tourists and fans of Okinawa outside the prefecture.
About the Collaboration
This project brings together creators active in Okinawa and companies rooted in the prefecture, expressing each company's brand history, products, and ties to the region through new designs.
Shimamasu Honpo (Aoi Umi Co., Ltd.) has long been part of Okinawa's food culture and daily life through its salt brand "Shimamasu."
For this collaboration, art director Kyoko Shimabukuro used her sense of design to express the Okinawan familiarity and warmth carried by "Shimamasu" through fashion.
By carrying the brand's appeal beyond food and into a wearable item, the project aims to create a new point of connection and give younger generations a chance to discover the appeal of Shimamasu.
About the Design
The design was created by Kyoko Shimabukuro, an art director active in Okinawa.
The design was aimed especially at women in their teens and twenties, with a look that fits easily into everyday fashion and makes people want to wear it.
While keeping the familiarity and Okinawan character of the "Shimamasu" logo, the design adds a trendy, cute touch so that younger generations can enjoy it naturally.
Beyond everyday wear, it also works as a memento or souvenir from a trip to Okinawa.
Through this item, the project hopes to bring the appeal of "Shimamasu" to younger people who may not have been familiar with it before, and to carry Okinawa's food culture forward to the next generation.
Product Overview
| Product Name | Uchinaa T-Shirt |
| Sales Start | From July 1, 2026 |
| Price | 2,500 yen (excl. tax) |
| Colors | White, Baby Pink, Light Blue |
| Sizes | S, M, L, XL |
| Sold At | San-A clothing stores throughout Okinawa Prefecture (including stores on outlying islands) |
