Stylish and fun! Naturally eco-friendly choices for everyday life.

At "minimal living tokyo.", a select shop for lifestyle goods and cosmetics, we offer products that prioritize environmental friendliness and health, with the hope that choosing eco-friendly options in a stylish and enjoyable way in everyday life will become commonplace.

This time, we spoke with Eri Akai, the shop's representative.

(NeWoman YOKOHAMA Limited-Time Pop-Up [Love Action])

- Tell us about the select shop 'minimal living tokyo.'
Eri: Until recently, there were very few zero-waste organic cosmetics and lifestyle goods in Japan, and not many stores carried them. In fact, some people didn't know how to get their hands on products that were kind to the environment and people, and they had difficulty finding something that suited them because they didn't know what it felt like to use it.

We want to reduce and improve the amount of waste generated from disposable plastics and packaging used in cosmetics and general merchandise.
We want people to enjoy incorporating products that are pleasant to use into their lives, while also being mindful of the environment.
We want you to feel confident purchasing our products after they have been filtered through our system.

With that in mind, in 2019, I teamed up with a friend I met in Canada to launch a select shop that stocks products based on the concept of zero waste.

(Photo taken in 2013 in Tofino, British Columbia, Canada, when I led a tour of debris caused by the 3/11 earthquake, organized by the Japanese Ministry of the Environment.)

- You seem to value environmental issues. What sparked your interest in thinking about environmental problems?
Eri: I lived in Vancouver, Canada for 14 years. Vancouver is known as the Green City, and there is no litter lying around the city; the entire city is committed to environmental issues. Shopping is also based on selling items individually or by weight, and when buying food, you bring your own container and only buy what you need at the time. I enjoyed carefully considering and choosing what I needed. Having lived such a sustainable life as a matter of course, and having even studied sustainable fashion during my student days, I experienced a "reverse culture shock" when I returned to Japan and saw the amount of disposable waste (laughs).

A major turning point was the Great East Japan Earthquake in 2011, which occurred while I was staying in Vancouver. I regularly participated in charity activities, and a year after the earthquake, I also participated in the removal of a large amount of debris that had washed ashore on the Canadian coast from the disaster area. As time passed, I was shocked to see the massive amount of debris that had reached such a distant country, and I developed a strong interest in marine pollution. I realized once again that "a healthy global environment is essential for us to continue living our normal lives."

(Left: Eli, Right: Saina)

- Your shop's concept is "zero waste," isn't it? What does "zero waste" mean?
Eri: Zero waste means that while it's difficult to eliminate waste entirely, it's about making improvements and rethinking the production process from the very beginning to ensure that things don't end up as waste.
The products we handle are all sustainable and environmentally conscious, focusing on items that can ultimately be returned to the soil or are reusable, as they themselves are circular and environmentally friendly.

—Could you tell us how you first encountered the term "zero waste"?
Eri: After returning to Japan from Canada, I joined Patagonia Yokohama, a company that originated in the United States and has environmental conservation as its corporate philosophy. Personally, I worked with acquaintances in Canada on activities related to marine pollution, and later I was able to work at the newly opened Patagonia Vancouver store.

At the Vancouver store, which is based on the concept of sustainability, the staff were actively engaged in zero-waste actions. It was there that I first encountered this concept, and it remains fundamental to me to this day.

There were differences in daily operations between the local staff and the Japanese staff, but this was also a valuable learning experience. Two years after bringing the teachings of zero waste back to Japan, the Yokohama store became the first apparel store in Japan to receive zero waste certification. Currently, zero waste actions are spreading to stores throughout the country.

- Do you have any particular criteria when selecting products?
Eri: I generally choose simple and environmentally friendly items.
Products from manufacturers promoting zero waste, or those with a high percentage of organic ingredients.
It does not use any materials that harm the environment.
This product is vegan, as it does not use any animal products and is not tested on animals.
The containers are made without plastic and are biodegradable, meaning they decompose when buried in the soil.
We also value understanding what message the company wants to convey through its products.

Of course, we also prioritize ease of use, and for anything that comes into contact with the skin, we conduct patch tests for over six months to ensure it can be used safely even by people with sensitive skin or children, and only select products that pass these tests. We stock products that make you think, "This shop is trustworthy, so I can buy with confidence!"

- Among the many products available, could you recommend some that are easy to incorporate into your routine?
Eri: It's a vegan dish block (solid dish soap)!
This dish soap boasts rich lather and powerful cleaning ability, resulting in a high repurchase rate. Made from plant-derived ingredients, it's also vegan-friendly. While being environmentally conscious and considerate to users, the regular size lasts for approximately two months, and the mega size for approximately seven to eight months.
It works well with cellulose, loofah sponges, and plant-based brushes, and helps detergent last longer.
In particular, the sponges made from loofah grown organically in Toyama Prefecture for 40 years are safe to use. They are also long-lasting, and when they are no longer usable, they can be returned to the soil by burying them. Since dish soap is something most people use every day, we think it's easy to incorporate into your routine.

(Vegan Dish Block)

The concept behind the Patagonia Vancouver store was "sustainability." Recently, we've been hearing the word "sustainability" more often in Japan, and it seems that interest and awareness are increasing.
Eri: I think it's a great thing that people around the world are becoming more aware of sustainability. The careers you've worked so hard to build, your dream home... the goals you want to achieve and your ambitions for the future can't be fulfilled by human effort alone. I believe that a good environment is essential as a foundation. Living a sustainable life is "the natural thing to do" when you consider the future of the planet.

In all aspects of life—clothing, food, and shelter—we aim to live happily and effortlessly, making choices that suit us while being as environmentally conscious as possible. We hope to create a world where such a lifestyle is considered "normal" and "natural," and where people realize that environmentally friendly things are also kind to people.

And I hope that Japanese society will become one where people can openly discuss their individual opinions.

- Finally, do you have any last words?
Eri: I hope that through the products of 'minimal living tokyo.' people will realize how much fun and how easy it is to live an eco-friendly and sustainable life!

Instead of buying things just because you want to live an eco-friendly life, buy only what you need when you need it, and use up what you already have until the very end! I believe this way of thinking is very important.

Learning one thing can change your perspective. From there, the things you choose will change again. I believe that if more people experience this, it will lead to changes in the world.

Changing your mindset is a big step that anyone can take.
We want to continue being a shop that can be a catalyst for changing perspectives and shifts in awareness.

《Minimal living in Tokyo.》
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