With many traditional Japanese crafts facing decline, Rika Yajima founded a brand seeking to preserve such artisanship in a novel way: offering traditionally made goods aimed at children and babies. Combining aesthetic refinement with functionality, her range includes baby clothes given anti-UV, insect-repellent and thermal properties by ancient indigo-dyeing techniques; and the "unspillable" dishware series, featuring bowls with an inner ridge to help children nudge food onto their spoons.