Despite growing awareness around sustainability, countless valuable items still end up being discarded. Driven by a sense of urgency, one fashion entrepreneur launched a brand called “SUBJECT.” The brand sources discarded DHL uniforms from around the world, repurposes the fabric, and this spring, introduced three stylish bag designs. Now, this newly launched label is stepping onto the global stage, in collaboration with DHL.
Finding Value in What’s Been Discarded
“These days, sustainability feels more like a trendy catchphrase. Something you would hear from a student,” says Masanao Sakao, CEO and designer of SEEKER CREATIVE STUDIO, the company behind “SUBJECT.”.
After working as an executive at a major fashion brand, Mr. Sakao now runs a boutique fashion marketing firm in Minami-Aoyama, Tokyo. With SUBJECT., his newly launched label, he’s not just selling bags made from upcycled DHL uniforms. He’s aiming to challenge how we value materials and ultimately, reshape societal mindsets.
“Even discarded items still hold value. We breathe new life into them and reintroduce them to the world. That’s what SUBJECT. is all about.”
So why DHL uniforms?
“They’re worn by people doing tough, physical work all over the world. The fabric is strong, the zippers are durable — that really stood out to me,” Mr. Sakao explains.
Many of the uniforms they received were heavily soiled, but after several rounds of cleaning, the materials became usable again. Nothing was wasted. For pieces with permanent stains, they creatively worked them into the design, turning flaws into features.
Japanese Craftsmanship with Global Pride
The foundation of SUBJECT.’s products lies in the authentic processing of used clothing — a concept brought to life through the precision and skill of Japanese craftsmanship. From deciding which parts of the old DHL uniforms to salvage, to how best to cut and repurpose them without waste, every step is guided by expert hands. To bring his vision to life, Mr. Sakao visited bag artisans in Okayama and Hyogo, collaborating closely with them to experiment and refine the designs.
“Without the skills of Japanese bag craftsmen, this project wouldn’t have been possible. The sensitivity of the Japanese people and the ingenuity of our artisans — these are Japan’s true strengths,” says Mr. Sakao.
Beyond creating unique products, Mr. Sakao also hopes to contribute to the preservation of traditional techniques and local industries.
“Many regional artisans struggle with a lack of successors. Through this project, I want to highlight the value of Japanese craftsmanship and make these careers something younger generations aspire to.”
SUBJECT. stands out for its strong brand identity and the high-quality craftsmanship behind each piece. But to succeed on the global stage, there’s still more work to be done.
Fashion Brands Reaching the World
With the rise of digital technology and the widespread use of social media, it's now easier than ever for brands to connect with consumers across the globe. But while digital reach has expanded, building a truly global business still requires something more tangible: the physical logistics infrastructure to deliver products to international customers. And that’s no simple task.
Global expansion demands deep knowledge and experience in areas like cross-border shipping, logistics, and customs procedures, which can be a major hurdle for smaller brands. That’s where DHL plays a crucial role. Tony Khan, President and CEO of DHL Japan, explains:
“At DHL, we support businesses that are ready to take on the world. We don’t just offer international shipping; we provide tools and resources that make preparing shipments and navigating customs much easier. This enables small businesses and emerging brands unfamiliar with international trade to enter global markets quickly and grow with confidence. DHL is fully committed to helping them succeed.”
DHL Express offers a suite of smart logistics tools, including real-time shipment tracking, DHL Express Commerce (DEC) — which lets retailers import order data and generate shipping labels and invoices with just a few clicks — and My Global Trade Services (MyGTS), a free AI-powered customs information portal. Thanks to these tools, many brands have already expanded their reach worldwide using DHL’s support.
“DHL is a global company that genuinely supports what we’re doing. For brands like ours aiming to expand internationally, their presence is incredibly reassuring,” says Sakao.
Sustainability: A Growing Priority for Consumers
In the world of online shopping, delivery is often the only physical point of contact between a brand and its customers. That’s why the quality of a logistics partner plays a vital role in delivering not just products, but also a brand’s values — including trust, professionalism, and sustainability.
Today, sustainability is no longer just a responsibility of producers — it’s becoming a key concern for consumers as well. A Survey shows that a growing number of shoppers actively seek out sustainable shipping options. In some regions, especially in Europe, many consumers even refuse to buy from companies that don’t offer eco-friendly delivery solutions.
To meet this shift in consumer expectations, many retailers have adopted DHL Express’s GoGreen Plus environmental shipping service. By using sustainable aviation fuel (SAF), GoGreen Plus helps reduce greenhouse gas emissions directly, making it a tangible step toward greener logistics.
SUBJECT. also delivers its products overseas using GoGreen Plus, aligning its commitment to sustainability with the expectations of conscious consumers worldwide.
DHL’s uniforms, which have journeyed across the globe, embodying sustainability and craftsmanship, have been reborn as stylish fashion bags, now making their mark once again on streets worldwide.
“What legacy will we leave for the next generation sharing this planet? The answer lies in the choices we make today.”
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