Fukusuke - BE@RBRICK
Fukusuke, sometimes known by their stylized English name "Fukuske," is a well-known Japanese sock producer. Their name comes from a traditional doll associated with wealth and good luck. In their third figure with Medicom Toy, the feeling of wealth comes through in vibrant gold. The "BE@RBRICK Gold-Plated Fukusuke 100% & 400%" figure set represents the brand's new identity push beyond the traditional and toward satisfaction.
Fukusuke and BE@RBRICK Collaboration Background
In 2011, Medicom Toy produced their first figures incorporating the fukusuke doll design. However, they only began their collaboration with Fukuske in 2016. Figures associated with the brand follow a strict adherence to traditional doll style to differentiate their figures from previous ones.
Collaboration Planning and Launch History
The first Fukuske brand figure in the BE@BRICK line came out in September of 2016. It depicted the traditional good-luck doll design wearing a blue kimono. A BE@RBRICK representing the brand's female counterpart mascot, an Otafuku figure, came out the following year. In July of 2018, the original figure design received an updated figure featuring gold plating to convey the message of good fortune.
BE@RBRICK Gold-Plated Fukusuke 100% & 400%
This figure set from Medicom Toy mixes historical imagery and shining gold plating for an extra special effect. From famous tabi producer, Fukusuke, the figure takes its design from the doll of the same name. Like a Fukusuke doll, the figure features a topknot hairstyle and ornate robes. The face is painted in a similar old fashion style with simple eyes and curvy red lips. However, the figure stands upright rather than kneeling. This makes the sandals and tabi socks on the figure's feet visible, highlighting Fukusuke's main product. As the third Fukusuke figure, this design stands out with a luxurious-looking gold plating on the figure's robes. Combined with the kanji for "fortune" on the back, it gives the feeling of wealth and prosperity.
- Product Name: BE@RBRICK Gold-Plated Fukusuke 100% & 400%
- Manufacturer: Medicom Toy
- Specifications: Set of 2 painted, articulated, non-scale gold-plated figures
- Height (Approx.):
100% 70mm | 2.8"
400% 280mm | 11"
Fukusuke Background
Fukusuke, stylized as Fukuske in English, is a Japanese legwear and undergarment company. Originally, the company manufactured traditional Japanese socks, tabi. Today, the company makes legwear across six unique brand labels.
Fukusuke Background: History
Fukusuke was first formed in 1882 under the name Marufuku as a producer of traditional tabi socks. In 1900, the brand trademarked their current name, Fukusuke. The switch resulted from trademark issues with their first name as well as a family connection to the fukusuke dolls. In 1919, the cornerstone company, Fukusuke Tabi Co. Ltd. formed and expanded business nationwide. By 1958, the business had grown to include western-style socks, shirts, shoes, and undergarment production. Fukusuke did their first business with overseas brands in 1965. They expanded on this practice for their 100th anniversary by starting a partnership with a luxury brand, Burberry.
In 1996, the company produced their first line of "Satisfying Styling" stockings. Stocking production increased in 2006 after acquiring Kanebo Stockings Co. Ltd. The next five years saw Fukusuke pushing for more activity overseas. In 2011, the company opened the Fukusuke (Shanghai) Trading Company subsidiary branch. The "Satisfying Styling" stockings received a release and rebranding in 2014 under "Satisfied," marking the first brand identity change. In 2017, Fukusuke gave their entire company a brand image overhaul. Now the brand promotes itself as a source of comfort and emotional satisfaction along with quality innerwear.
Fukusuke Background: Reception
Since 1900, Fukusuke has built their brand around the same imagery and concept as their namesake. Fukusuke dolls originated in China and depict a man wearing a top knot, kneeling seiza style. In Japan, these dolls are associated with good luck and were particularly popular during the Edo period in tea houses. Early brand association with the Fukusuke doll helped to build a positive image. Fukusuke also used marketing to actively build their reputation. In 1927, the company was one of the first to use manga in newspaper ads, contracting famous manga artist Ippei Okamoto to collaborate. Today, the company's reputation rests on two main factors. First, Fukusuke produces high-quality apparel, particularly their craftsman-made tabi socks. Second, they emphasize comfort in their clothing and trademark production methods to ensure well-fitting undergarments and socks.
Other Notable Fukusuke Collaborations
Fukusuke depends on both their consistent quality production and partnerships with other licensed brands to maintain their reputation.
International Clothing Label Collaborations
Since 1982, Fukusuke has worked with many high-profile brands from overseas. In 2007, they agreed to a license with Adidas to design athletic socks with the sports brand logo. Fukusuke also produces accessories and undergarments as a contractor for high-end stores. These shops include Brooks Brothers and the Vivienne Westwood accessories line.
Iconic Japanese Character Collaborations
Fukusuke creates children's clothing and socks featuring famous cartoon characters. While some of these partnerships involve international brands, such as Disney, most of the line involves domestically popular characters. Doraemon and Anpanman are two ongoing, popular collaborations with children's anime characters. Other characters, like Sanrio's My Melody and My Neighbor Totoro, feature in limited edition lines.
Links
BE@RBRICK Gold-Plated Fukusuke 100% & 400%
BE@RBRICK Series
BE@BRICK Label