FFFES (For, Feel, Find, Endangered Species) / No.005
【ニホンノ絶滅危惧種】
Endangered Species in Japan / No.005
We hope to inspire even a small interest in the Earth’s natural environment.
At the heart of THE NORTH FACE Purple Label’s craftsmanship is
always this sentiment.
The FFFES project, which started in 2023, is part of this effort.
Named after the initials of "For, Feel, Find, Endangered Species,"
FFFES is an initiative to learn about endangered species,
reflect on the natural environment, and evoke a response.
This fifth edition of the FFFES (For. Feel. Find. Endangered Species) series
focuses on the murasaki (purple gromwell), a legendary wild plant.
Treasured since ancient times as a rare source of purple dye
and medicinal ingredients, murasaki has appeared frequently
in classical literature such as the Manyoshu anthology and
has long been treated with
special reverence as
a symbol of Japan’s traditional culture.
Today, however, the plant is on the brink of extinction
due to climate change and deforestation.
The artwork was created
by Kohei Kamihoriuchi,
an artist known for his unique touch
in crafting traditional-style sign paintings.
Incorporating his signature hige-moji (“bearded lettering”) style,
he developed two art pieces: one featuring the murasaki’s
simple white flowers,
and the other inspired by its roots,
which yield the coveted purple dye.
Using an undyed, natural color palette as the base,
this season’s release also introduces a new long-sleeve T-shirt.
The lineup includes four styles
in total: T-shirts, a tote bag, and a vintage-style bandana.
A portion of the proceeds
will be donated to
the Nature Conservation Society of Japan,
a public interest incorporated
foundation dedicated to the conservation
of Japan’s endangered species.
ムラサキ
Murasaki
分類:種子植物ムラサキ科ムラサキ属
学名:Lithospermum erythrorhizon Siebold et Zucc.
レッドリストカテゴリー:絶滅危惧IB類(EN)
The perennial grass of the Boraginaceae, erect, cylindrical, slightly curved, usually branched. It grows in grassy areas on hillsides. The stems are 40~70 cm tall, erect, and coarsely hairy. The leaves have no stalks, are 3~7 cm long, and have coarse hair as well. Small white flowers bloom from mid-May to August.
The roots are bright purple and contain a pigment called shikonin, which was once used as purple dye. It was also used as herbal drug called lithospermum root, which was also cultivated. Because of this, it is also written down as “purple root” and “purple grass. It was once found in sunny grasslands throughout Japan, from Hokkaido to Kyushu, but its numbers have dwindled, and it is very difficult to find it in the wild. There are also fears of hybridization with the non-native species Puccoon.
Crisis Situation
生息数減少の要因
Seasonal Artist
Kohei Kamihoriuchi
A tiny flower of Murasaki,
easy to overlook.
Even unseen by people, it keeps
blooming quietly.
The logo is rendered in a script style traditionally used in sign painting.
Murasaki’s root (Purple root).
Its power as both dye and medicine lies dormant beneath the soil.
Kohei Kamihoriuchi
Centered on typeface design, he works across signage production, type design, sign painting, and murals both in Japan and abroad.
In 2023, he participated in the 21_21 DESIGN SIGHT exhibition “Moji: Image & Graphic.”
Comment from Artist
“This graphic artwork uses the Murasaki (purple gromwell) plant—now endangered—as a motif, reflecting on the changes in the natural environment that threaten its survival. In Japan, this plant has been designated as an endangered species due to factors like urban development and loss of habitat. Once widely gathered by hand, Murasaki was deeply tied to traditional culture as a medicinal herb and dye. Today, research institutions are working to preserve and pass down this plant as part of a living cultural heritage.
However, such preservation efforts often go unnoticed in our everyday lives. By translating Murasaki into a visual art form, I hope to make its presence and cultural value more accessible. Viewing this act of artistic expression itself as part of nature, I aim to reintroduce Murasaki in a new context—different from its original use—so that people can reconnect with its history, cultural relevance, and environmental significance. Through this, I hope to play a small part in keeping its story alive. ”
When thinking of what the relationship is between people and nature, there is something that comes to mind.
When I’m in the train in the morning heading to the office, or when I’m walking in the crowded city, it just comes to mind.
It is that time passes equally for all beings, and at this very moment
not only people but animals and plants too are striving to live on this planet.
For, Feel, Find, Endangered Species
With the effects of global warming, there are many species on the verge of extinction at this very moment.
This project may be a small step, but it is a project that will make each of us think about the future.
FFFES Collection 2025 Fall & Winter
