SHIRO

About SHIRO

SHIRO chooses materials by visiting producers in Hokkaido and other regions rather than beginning with a fashionable image. Sake lees, kelp, botanical waters, and other products of a place are considered through what they can become. Skin care, fragrance, food, and space are not isolated businesses but different ways of reorganizing daily life from the ingredient outward.

History

The predecessor company Laurel began in Sunagawa, Hokkaido, in 1989 with agricultural processing and regional souvenir goods. Experience gained through contract manufacturing led to an in-house brand in 2009. Contract work ended in 2014, followed by a name change to shiro in 2015 and SHIRO in 2019. Alongside stores in Japan and abroad, the company is developing projects that reconnect its founding city, factory, local work, and visitors.

Philosophy & Signature Style

The guiding test is whether the makers themselves would want to use something every day. The smell, color, and texture of a material are not automatically hidden. Uses are sought for irregular harvests and by-products, while sourcing decisions are discussed directly with producers and connected to regional continuity. In fragrance, cleanliness does not mean absence. Florals, fruit, tea, and woods remain perceptible at a daily distance and align naturally with body products and scent for rooms.

Iconic Fragrances

• *White Lily* — White florals, greenery, and musk form a bright, softly accessible cleanliness.