This audio is generated by AI, so pronunciation and expressions may not be fully accurate. The narration is only in English.
One serious problem in space is sweat. Without gravity, astronauts cannot shower or do laundry, and sweat remains stuck to the skin after exercise. In a sense, astronauts are the group of people in the world who are most troubled by sweat. To address the problems with this kind of environment, JAXA and Toray co-developed a special deodorizing and stain-resistant technology, with Nishida applying this technology to the MOON-TECH® T-shirt in order to adapt it for everyday life.
"We pushed the limits, incorporating everything at the highest level we could at this point in time—going beyond deodorizing and stain-resistant to incorporate properties like sweat-absorbing and quick-drying, sweat stain prevention, sebum removal, antibacterial, non-see-through, UV protection, wrinkle-resistant, and high-durability. Our goal is a future lifestyle where Japan's world-class advanced technologies, including space technologies, can be worn as clothing."
The MOON-TECH® T-shirt dramatically reduces ammonia odor—the main cause of sweat smell—with its advanced deodorizing properties, while also boasting excellent stain resistance, which allows even stubborn stains like sebum, coffee, and curry, to be washed out with water. The T-shirt has earned rave reviews for its extraordinary convenience, with many saying that it remains odor-free even after repeated use, and that even stubborn stains wash right out.
Before this, Nishida worked for major Japanese chemicals company Toray. There, he achieved impressive results—cold-pitching to Uniqlo to spark their current partnership, launching a new business that manufactured not just materials but also finished garments, and more. In 2023, he established his startup through the Japan's Ministry of Economy, Trade and Industry (METI)'s "spin-out startup" subsidy program, which allows employees to launch companies while remaining affiliated with their original companies. What drove him was the frustration he had long felt in his years working in the cutting-edge of material development.
"I've spoken with apparel companies around the world, and they all say the same thing: 'We can't afford expensive materials,' or 'Material doesn't sell a product.' No matter how great a technology is, it's meaningless if it doesn't reach the market. So, I realized I would have to deliver these technologies myself."
Nishida says he felt a strong sense of unease, watching so many great technologies become buried in the market.
"So many incredible innovations never see the light of day. That always frustrated me. I want to live in a society where truly amazing technologies are valued fairly. That desire is what pushed me to start this company."
The value of technology is hard to convey in today's price-driven fashion industry. Without new mechanisms and delivery methods, innovation gets buried. This is why Nishida carved out his own sales channels, using crowdfunding and other methods, and adopting a made-to-order business model. What enables this bold approach is the agility unique to startups.
"Launching a new business requires countless decisions, but in a big company, a single proposal can take weeks to approve, and months to get through an executive meeting. But in a startup, these decisions can happen instantly. This agility is key to getting the latest technologies quickly out into the world."
With backing from Toray, Nishida has taken advantage of various opportunities, including METI's spin-out startup support, and startup initiatives by the Tokyo Metropolitan Government (TMG). These public programs help not only with funding, but also with gaining exposure and building new partnerships.
One example is GEMStartup TOKYO, a TMG program that aims to support the creation of new businesses by tapping into underutilized resources, such as talent, intellectual property, and technology, within the private sector in order to create innovation.
"When chasing your ideals, you still need the power to move reality. I believe the support from the TMG and METI provides the foundation for this reality. If Japan's major companies begin making moves, Japan will change. There is a risk that comes with taking on this sort of challenge, but nothing changes if you don't try. Of course, there are still things you can do in a major company, but it's hard to move quickly. It becomes easier to take on new challenges when you step into the world of startups and fully leverage this kind of public support."
Nishida goes back and forth between Tokyo and rural areas to run the business, connecting makers in rural areas directly with users in the city. He has had deep conversations with manufacturing companies across Japan, so that users can fully understand what makes their products extraordinary, determined to convey how this technology will transform how we live in the future. As a result, customers who feel the products offer value beyond their costs—despite their premium prices—often make repeat purchases, with many saying that the T-shirt has changed the way they live their everyday life.
"In the future, comfort will be what defines urban QOL. Tokyo summers, with their heat, humidity, and crowds, are the ultimate test of whether comfort can be maintained in such extreme conditions. Tokyo is also where our users are most concentrated, making it the ideal place to validate real demand. That's why we want to take the technologies we have proven here and bring them to the rest of the world."
Looking ahead, they plan to develop their business overseas, and apply the technology to areas beyond everyday apparel, including uniforms for those working in extreme environments. Already, this tech-based apparel brand has begun its ascent, from Tokyo to the global stage.
