ODORIGI, an apparel brand from Gujo City, Gifu Prefecture, will open its first permanent store, ODORIGI Main Store, on July 3, 2026 (Fri) on Shinmachi-dori, the heart of Gujo Hachiman and a venue for the summer Gujo Odori dance. was born as a fully regional circular clothing brand, with design, printing, and sewing all conducted within the region, backed by over 400 years of Bon Odori (Japanese folk dance) culture and the screen printing industry that has developed in this area. What we propose is not merely the preservation of tradition, nor is it yukata as souvenirs. It is a new cultural experience through clothing, born from the spirit of Gujo Odori's "everyone can freely participate" – in other words, "clothing for opening up the body (Odorigi)." The new store will be more than just a place to sell clothes; it will be a "demonstration base for manufacturing" where people can experience hand-printing techniques, feel the presence of artisans and designers, and open the future of Japanese festival culture to the outside world. ■ Updating Gujo Odori's "Culture of Free Participation" for Modern Times Through Clothing In Gujo, Bon Odori has been passed down in various parts of the town for over 30 nights during the summer. The greatest appeal of this dance is its "open participatory culture," where locals and tourists alike, whether in yukata or everyday clothes, can seamlessly join the circle. Bon Odori scene in Gujo The handled by ODORIGI has redefined this "freedom of participation" as modern clothing. Its sustainable structure, inspired by the straight-cut tailoring of Japanese clothing, minimizes fabric waste. The relaxed silhouette beautifully captures the movements of the dancing body and the wind. Combining practicality and aesthetics, these clothes lightly transcend boundaries between daily life and festivals, region and travelers, tradition and modernity, creating opportunities to "experience culture with the body" through clothing. Odorigi Series ■ From th