MOFU Japanese blanket

Kickstarter:

So why buy a run-of-the-mill, mass produced, low-quality blanket? Mofu is delicately stitched using traditional Japanese craftsmanship, integrated with modern ingenuity that will last a lifetime.
Mofu incorporates fray resistant, thermoregulating fibres with breathability making it durable, lightweight and super comfy.

I don’t want to be a wet blanket here, but I have to say that this campaign is trying to pull wool over your eyes. The brand has a Japanese name and marketed as using Japanese traditional weaving techniques. But that is all the link it has to Japan. Besides from the Japanese stock video and narrator they used in their video.

They are appropriating Japanese culture and style to market their product. The project is presented on its Kickstarter page as a team based in Melbourne, Australia. Backers have asked where the product is made, and Mofu has admitted that the blankets are produced in China.

Don’t take my word for it. Check out their brand story.

Mofu was designed by a group of hard working thinkers who love nothing more at the end of a day of hard thinking than to snuggle up under their favourite blanket.
We looked at what was out there in terms of blankets and decided we wanted more.
We spent a year researching different fabrics and materials, stitching and weaves until we were completely snuggled out.
Inspired by the Izumiotsu tradition, we successfully integrated the Sanada weave with theremoregulating technology to bring you the best everyday blanket EVER

Were they inspired because Izumiotsu is the birthplace of Japanese blankets? Or is it because over 90% of Japanese blankets are made in Izumiotsu?

If you are attracted by this campaign because you love Japanese blankets, let me point out that these are probably not what you’re looking for. Japanese blankets made in Japan need to pass strict quality standards and obtain a Q mark from the Japan Blanket Industrial Association. I doubt Mofu would come with this mark.