The Nanbu region, which is home to a series of place names containing the character "Nohe," is an area of plains stretching from southern Aomori Prefecture to northern Iwate Prefecture. It is said that the plains were formed when the Towada volcano erupted and volcanic ash fell, creating a land known as suitable for raising horses. It is said that each "Nohe" was a division of ranches, and Gonohe is the town located in the middle of them. Gonohe is still a popular place for horse ranches and horse riding, and we will launch and promote a brand that connects people, nature, and products.

It is said that horses have been cherished as human partners since China 3,000 years ago. Horses are believed to have been introduced to Japan in the 700s (Heian period), and until the 1960s, horses and people lived together in private homes in Gonohe town. When a pet horse dies, condolences are sent out to the neighborhood, and shrines and dances dedicated to the spirits of horses remain as customs. We respect the culture in which people and horses have lived in a "50/50 = mutually beneficial" relationship, and we will seek ways to preserve this 50/50 spirit for the future.

The more leather is used, the more it becomes familiar to the user. It can be said that it reaches a "satisfactory" texture after being passed down to the user and spending a long time together. As times changed, people stopped riding horses on a daily basis, and horses began to be slaughtered for meat rather than living out their lifespan. This may be unavoidable, but we hope that at the very least they can be recycled into leather and "raised" once again by human hands. With this wish in mind, we create products that can be used for a long time.

In Gonohe Town, which is mostly mountainous, people have made the tools they use in their daily lives with their own hands. They treasure even a single piece of cloth, and in order to continue using it until it becomes tattered, they repair it using sashiko stitching and rip-and-sew weaving. This culture was so well-received around the world as "BORO," and director Akira Kurosawa even commissioned farmers to make costumes for his films, but today there are fewer people carrying on this tradition. People in Gonohe Town are proud to be involved in manufacturing, and they continue to create work with their hands.

As the proverb goes, "Even a small insect has a soul," "Gobun" also means "something very small." Gonohe Town had values that valued nature and life. Shrines and stone monuments remain. There are many people who are good at handicrafts. And horse hides were not used in the past. "Gobun" activities involve cultivating and rebuilding these small cultures, which are so small that they would be overlooked if you didn't pay close attention.