News from JNTO

LOUIS VUITTON creates a "LOUIS VUITTON FOREST" in Komoro City, Nagano, in cooperation with "more trees"

"Louis Vuitton Forest" in Komoro City, Nagano Prefecture, took birth on September 7th, in cooperation with "more trees" an incorporated association led by Ryuichi Sakamoto who thrives to regenerate forests.

Louis Vuitton, the founder of a worldly renowned luxury brand, was born in the base of Jura Mountains in France. Jura means "Forest" in the Celtic language, and needless to say, the relationship between the brand with 155 years of history and forests had already begun at the time of the founder's birth. And Louis Vuitton products have been created with deep relations with nature such as popular trees used for the hard trunks.

"more trees" has carried out reforestation projects in Japan, but what makes this "LOUIS VUITTON FOREST" project significantly different from other projects is the fact it focuses on bringing out the original power of the soil, as well as the effects of "relaxation" and magnificence of nature. The forest is not open for tourists, but Louis Vuitton will be investing approximately 10 million yen for the maintenance of the 104-hectare forest, in accord with the spirit of environmental protection.

Ryuichi Sakamoto (left) & Patrick-Louis Vuitton, 5th generation Louis Vuitton (right)

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