Hirohito Murai has worn a kimono every day for the past 10 years.

As the president of a kimono company with stores in Kyoto and Tokyo, who also makes regular trips overseas to sell his goods, he feels he should make the effort. Even without that, however, he likes the feeling that wearing one gives him.

“You become everyone’s friend,” Murai says. “Lots of people speak to you and they remember you.”