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Asian Icon Doraemon Goes Green for Uniqlo

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Reinforcing sustainability as the cornerstone of their global retail and sourcing operations, Japanese brand Uniqlo made a renewed pledge on Monday for zero greenhouse emissions by 2050.

Along with revealing a green logo to highlight its dedication came the retailer’s choice for its global ambassador for sustainability, short, recognizable and loved around the world: Doraemon.

At a press conference, the anime robotic cat, known for his blue avatar in countless shows, movies and events, ambled on stage with a marked difference. He is now green. This is a sustainable Doraemon.

While Doraemon in the manga series written and illustrated by Fujiko Fujio travels back in time from the 22nd century, this Doraemon is presaging a leap forward. Hailed by Time Asia as an ‘Asian hero’ in 2002, Doraemon has lost none of his charm. As a chorus of “Doraemon” rang out following the announcement, the new global ambassador said modestly, “I was so touched, people called out my name.”

Commenting on the new partnership, he said, “Hi, everyone! I’m Doraemon and now I am Green. I’ll do my best as Uniqlo’s global sustainability ambassador to help create a much brighter future. I want to work with you all so we can make people everywhere more interested in the future of our world.”

The Asian hero joins a stable of other well known Uniqlo global ambassadors that includes: Roger Federer, Kei Nishikori, Shingo Kunieda, Gordon Reid, Ayumu Hirano and Adam Scott.

The green font logo for Uniqlo will appear throughout the “Doraemon Sustainability Mode” section of retail stores around the world, on the brand’s websites and other channels.

Koji Yanai, group senior executive officer at Uniqlo’s parent company Fast Retailing, noted that the “impact of Covid-19’s social transformations and evolving consumer attitudes makes it more important than ever to collaborate with customers and other stakeholders in driving positive social change,” pointing out that Uniqlo has taken on numerous sustainability initiatives over the past two decades.

“We can turn the power of clothing into a force for good. Our aim is to be the most socially responsible brand in the world,” he said.

Yanai made it clear that sustainability was not part of just the retail initiative, but rather, important in terms of procurement of key raw materials all along the supply chain, care in terms of the use of water in the dyeing process and all other facets of production.

Fast Retailing Co. Ltd. is one of the world’s largest apparel retailers, with global sales of approximately $19 billion for the 2020 fiscal year ending Aug. 31.

Uniqlo is Japan’s leading specialty retailer, and the largest of eight brands in the Fast Retailing Group, the others being GU, Theory, Helmut Lang, PLST (Plus T), Comptoir des Cotonniers, Princesse tam.tam and J Brand.

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