*Originally published in Japanese in AdverTimes on April 28th, 2025.
English translation by the author.
Artisans Who Are Spoken About, and a Brand That Speaks Little: Sunray’s Vision of Legacy and Co-Creation
A brand that refrains from pushing its name or logo forward, and instead elevates the skills and trust of its artisans — Sunray is a prime example of global co-creative branding from Cornwall, England, built through deliberate "storytelling architecture."
By integrating traditional craftsmanship not as a backdrop but as a core structure, and quietly gaining global support, Sunray offers valuable insights for Japanese companies seeking new brand strategies.
Top page of the official website.
Visuals showing the Japanese factory where Sunray garments are produced.
Sunray’s Approach to Storytelling and Brand Philosophy
Sunray’s standard products do not prominently feature the brand name or logo. Only a small tag at the back of the collar bears its name; their website is likewise minimalist. But this very restraint reflects their brand philosophy.
Believing in Leonardo da Vinci’s words, "Simplicity is the ultimate sophistication," they neither loudly promote their brand name nor chase seasonal trends. Operating solely on a pre-order basis, they release just two shipments per year, offering only carefully crafted timeless essentials.
This philosophy extends to their women's line, Sunray SPIRIT—arguably the world’s first brandless T-shirts and sweatshirts, meticulously crafted for women using vintage circular knitting machines, and of course, entirely produced in the same Japanese factory.
It is not only their products, but also Sunray’s mode of communication—how they tell their story and curate their visuals—that functions as part of their branding. The words they choose are carefully considered for their audience.
Their story is one of perseverance: finding the ideal factory in Osaka, being chosen in return after years of dialogue, and building a relationship of mutual trust. This entire journey itself has become the foundation of a brand narrative that no one else can replicate.
Their brand book features the phrase:
"Nature doesn’t rush and look at how perfect it is.”
This line encapsulates Sunray’s philosophy toward craftsmanship.
By adhering to a humble stance, refusing to showcase their own brand name or logo, yet boldly spotlighting artisans who themselves are not prone to self-promotion, Sunray achieves something rare:
It transforms the storytelling into an objective testament of respect, creating deep and unshakable trust. And now, it is my turn to tell the story—not of myself, but of Sunray. The chain of reputation and trust they are building may be slow and unassuming, but precisely because of that, it grows all the stronger—perfectly in sync with their guiding philosophy.
Photo credit: Sunray
A basic T-shirt with no prominent logo—Sunray’s understated signature.
Photo credit: Sunray
Lessons for Global Expansion and the Co-Creation of Traditional Craftsmanship
Sunray’s approach offers a valuable model for those seeking to revitalize traditional Japanese craftsmanship or empower local factories. Rather than merely labeling products as "Made in Japan," they embed the story of Japanese craftsmanship as an irreplaceable part of their brand identity, thereby elevating its value in a multi-dimensional way.
Japan’s traditional industries are increasingly difficult to sustain through domestic demand alone. Yet most artisans and factories struggle with developing products for overseas markets, much less launching their own brands. I have heard time and again the frustrations:
"We don’t know what to create."
"We don’t know how to sell it."
However, partnerships with brands like Sunray—those who approach Japanese craftsmanship with genuine respect and proudly showcase the artisans’ names and stories—can naturally and authentically amplify Japan’s craftsmanship on the global stage.
When local factories and artisans become the face of collaboration with foreign brands, it is no longer mere subcontracting—it becomes true co-creation. Not "made in Japan," but "made together with Japan."
No, even more precisely: "made together with this factory and these artisans." Within that relationship, the next generation of tradition will be born.
From Instagram.
Sunray is a compelling example of collaboration between an international brand and Japanese craftsmanship.
Tradition Is About Structures That Enable Stories to Be Passed Down
Sunray is still a brand known only to those who seek it out, as it is not yet available in the Japanese domestic market. Nevertheless, they are quietly and steadily delivering the exquisite skills and meticulous craftsmanship of Japan’s artisans to discerning connoisseurs around the world. Today, in the global market, questions are being quietly reconsidered:
"What does perfection mean?"
"What does trust mean?"
"What does it mean to tell a story?"
One phrase from Sunray’s brand book captures it best:
"We don’t sell T-Shirts We offer investment advice.”
This philosophy speaks not only of a love for the product itself, but of profound respect for its makers. Sunray’s existence offers a powerful answer for Japanese companies seeking to expand globally. Tradition is not merely something to be handed down;
True legacy is built upon structures that allow stories to be passed on and renewed.
In Sunray’s quiet, grounded, and yet quietly powerful philosophy—balancing simplicity, ease, and a deeply rooted strength—I see a rare and luminous hope for the next era.