Wearing traditional Ainu patterns, a gift that reaches to the heart SHOKAY's 100% Yak shawls and scarves SHOKAY's 100% Yak shawls and scarves are now available with Ainu embroidery for a limited time only!

Regenerative material brand SHOKAY (Doubletree Co., Ltd.; Head office: Sapporo, Hokkaido; President: Tamiko Hayashi) is pleased to announce the resumption of a limited time offer to embroider traditional Ainu patterns on SHOKAY shawls and scarves in collaboration with the Noboribetsu Asiri no Kai embroidery circle in Noboribetsu, Hokkaido, which was a great success in the past. The service will be available again for a limited time only, and will be embroidered with traditional Ainu patterns. Please consider this as a special gift for Mother's Day.

SHOKAY yak wool scarf with Ainu embroidery

#Ainu embroidery #Mother's Day gift #Sustainable #Ethical fashion #Yak wool #Hokkaido #Ainu culture

Background and concept of the service

This service was born out of a desire to add "special warmth" to gifts for loved ones.

Originally, Ainu embroidery was done by Ainu women to protect their loved ones from evil spirits and to protect them from the elements, one stitch at a time, so that they would return safely when they went fishing at sea or hunting in the mountains. We wanted to sublimate the "wish for protection" embedded in the culture of the Ainu into a modern gift.

The delicate embroidery is done by the Noboribetsu Asiri no Kai, an embroidery circle in Noboribetsu City, Hokkaido. Craftsmen who have inherited the traditional Ainu patterns put their hearts and souls into each and every piece.

About Ainu traditional patterns

The Ainu traditional patterns are composed of a combination of motifs such as "morew (whirlpool)" and "ayusi (thorn)," each of which has a deep meaning. For example, the "aiwushi (thorn)" is a prayer to keep disease out of the body. The motifs, born from the rich nature and spiritual culture of Hokkaido, will quietly protect your loved ones.

Embroidery motifs: 3 types in total

The owl, the guardian god of the Ainu people, brings wisdom and good fortune. A sacred pattern born in the northern lands.

Butterfly Symbolizes transformation and rebirth. A design that celebrates the new journey of a loved one.

Flower A prayer for prosperity and abundance. A gorgeous pattern full of warmth.

＜Owl

An Ainu guardian deity that brings wisdom and good fortune. A sacred design born of the northern lands.

＜Butterfly

A symbol of transformation and rebirth. A design that celebrates the new journey of a loved one.

＜Flower

A prayer for prosperity and abundance. A gorgeous pattern full of warmth.

Embroidery thread colors: 4 colors in total.

Red / Dark gray / Pink / Navy

Outline of products

Base product: (1) Selene shawl, 36,300 yen (tax included)

　　　　　　　　　 206cm x 66cm, fringe 8cm

　　　　　　　　(2)Selene scarf 22,000 yen (tax included)

　　　　　　　　　 183cm x 34cm, fringe 7.5cm

Material ：100% wool (yak) *100% yak is also used for embroidery thread

Embroidery fee: 3,000 yen (tax included) per motif

　　　　　　　　One-point embroidery (7cm x 7cm) on one of the four corners

Embroidery motif: (1)Owl (2)Butterfly (3)Flower (total 3 types)

Embroidery thread color: red/dark gray/pink/navy (4 colors)

Shawl collar : Brown / Gray / Black / Cranberry Red / Olive / Rusty Red

　　　　　　　　Olive/Rusty Red/Schenna (6 colors)

Scarf color: Brown / Dark brown / Navy / Denim / Gray / Olive / Dark purple / Mint

　　　　　　　　Olive / Dark Purple / Mint / Cranberry Red / Wine Red / Black / Dusty Pink

　　　　　　　　Wine red / Black / Dusty pink (12 colors)

How to order and delivery schedule

Orders are accepted at the official SHOKAY Yahoo Shopping Store. Please select the shawl/scarf and the desired embroidery motif (including the color of embroidery thread), and place your order for a set of two items.

Order Period: 1st Mother's Day Gift

Order acceptance period: March 26, 2026 (Thu) - April 12, 2026 (Sun)

Scheduled delivery date: Mother's Day, May 10, 2026 (Sunday)

Order page: https://store.shopping.yahoo.co.jp/shokay/

About SHOKAY

SHOKAY is the world's first regenerative material brand focusing on yak, a social business founded in 2006 by two female students studying international cooperation at Harvard's Kennedy School of Government with the aim of solving poverty issues among the Tibetan people. As a pioneer of ethical knitwear, their founding story was published in the book "Sekai wo Chan Kaeru Oshigoto" (Kodansha, 2010).

Only 100 grams of yak hair can be harvested from one cow per year, making it a rare material. It is said to retain heat better than cashmere, has excellent breathability and flexibility, and is resistant to pilling. The company produces and sells high-quality knit products and yarns while ensuring traceability. The brand contributes to the achievement of 12 of the 17 UN SDGs.

URL: http://shokay.jp

About DGBH

In 2010, DGBH produced "DGBH (DoGood, BeHappy!)," a one-year limited select store at Omotesando Hills that proposes an ethical lifestyle centered on SHOKAY. Since then, she has developed a wide range of businesses, including seminars, travel planning and management, product planning and development, and content creation, based on the concept of "living happily while enjoying a mindful lifestyle.

She is currently writing a series of articles in NOTE on the theme of "Happy Closet - ABC of Mindful Style" from the viewpoint of regenerative fashion that enriches and revitalizes the mind and life, and how to create a happy closet where clothes invite good fortune.

URL: https://note.com/dgbh/m/m43a5d530f1fc

Company Profile

Company name: Doubletree, Inc.

Location: Chuo-ku, Sapporo, Hokkaido

Representative Director: Tamiko Hayashi

Establishment : July 8, 2008

Main Business: (1) Sole distributor of ethical yak material brand SHOKAY in Japan

　　　　　　(2)Content planning and production business "DGBH (DoGood, BeHappy!)

　　　　　　Operation of seminars and travel plans under the theme of "Mindful Style × Happy Closet," product development, and content production.

　　　　　　DGBH operates seminars and travel planning, develops products, produces contents, and disseminates information under the theme of "Mindful Style × Happy Closet".

　　　　　　(3) Vacation and vacation house business

　　　　　　We are developing "Okusasu Cottage," a cottage for rent in Niseko Town, Hokkaido, that combines forest therapy and retreats.

　　　　　　(3) Vacation/Working house business: "Okusuri Farm" (in preparation), a cottage for rent in Niseko Town, Hokkaido, that combines forest therapy and retreat.

Profile of Representative Director Tamiko Hayashi

After working for a foreign entertainment company, a publisher of VOGUE NIPPON, and in PR for European and American fashion brands, she established the NPO "Social Concierge" in 2007. She has practiced yoga and meditation for over 30 years and has completed the Tatsumura Yoga for Health Teacher Training Course. She is certified as a forest therapy guide in the United States. She has also completed the "Forest Medical Trainer" training course certified by Shinano-cho, Nagano Prefecture, and is a member of the Shinano-cho Forest Therapy Study Group "Hitotsuki no Kai". Currently, she is preparing "Okusuri Farm," a one-room retreat cottage offering forest therapy programs in Niseko Town, Hokkaido. On her Instagram page, she shares her daily life in Hokkaido, living in Sapporo and Niseko.

URL : https://www.instagram.com/tamikohayashi/

Instagram: @tamikohayashi

Please contact us in advance when reprinting or quoting the content or photos in this release, noting "Doubletree, Inc." as the source.