Hiyama

For over a century, the Hiyama group has devoted itself to Japanese food culture, beginning with wagyu beef. Today, alongside its long-established butcher shop Hiyama, the group is expanding into sukiyaki dining.

This project was a uniform renewal for the Hiyama butcher shop.

The request — "we want the uniform to change the impression of the shop floor" — posed a challenge: how to express, in a staff uniform, both a dignity worthy of the company's history and the warmth of a business rooted in its community. Staying close to both the voice of the floor and the character of the brand, and consolidating items along the way, the original uniform took shape.

The cook coat, now worn by staff in every section, was designed to follow each person's movements while looking beautiful. Action pleats at the shoulders smooth the raising and lowering of the arms, and a three-dimensional elbow construction prevents the fabric from pulling when bending. A stretch fabric keeps even a trim, tailored fit free of tightness — a smart silhouette united with a refined design people want to put on every day.

Two aprons serve different roles. For meat-processing staff, an apron with leather straps that grow more characterful with age; for customer-facing staff, an apron with a vest-like collared design in the company colors.

Because these are the details that naturally catch a customer's eye, cleanliness and trustworthiness in appearance came first. A cap that sharpens the overall look was produced at the same time, giving form to the Hiyama group's world in both design and function.

Since the introduction, staff have said the uniforms are easy to move in and make them stand a little taller, while customers note that the staff's bearing looks more beautiful than ever. The uniform is working not as mere clothing, but as a switch for working with pride.