The Decision That Nearly Broke UREI Tokyo (But Saved Its Soul)

Last Thursday, something simple but real happened while I was designing a new scrunchie — and it shook how I think about building a brand.

I had a clear vision: a soft, ruffled trim to complete the piece. A detail so small, but one that would make the design sing. I searched for the right material everywhere — high-quality, ethically made, ideally from a supplier who shared our values.

But as I looked deeper, almost everything led back to the same places: AliExpress, Alibaba, Temu. Even brands that speak proudly about being “as sustainable as possible” seemed to rely on those same sources for their small components.

That’s when it really hit me.

Before I started UREI Tokyo, I used to be furious about greenwashing. But now, running a small brand, I understand the pressure more than ever. Most small creators aren’t trying to cut corners — the system just makes true sustainability hard.

Ethical materials and fair labour shouldn’t be luxuries, yet that’s how the industry treats them.

I had three choices:

1. Buy the trim, finish the design quickly, and no one would ever know.

2. Scrap the idea completely.

3. Find another way — slower, harder, and definitely more expensive.

I chose the third option. Because if I compromise now, it becomes easier to do it again next time.

And I’ve learned something powerful along the way: limitations can spark creativity.

I’ve been rediscovering mottainai — a beautiful Japanese idea about cherishing what you have and avoiding waste by turning constraints into inspiration. So, I’m redesigning within ethical boundaries I trust.

I’m not perfect yet (that’s the dream), but I am committed to being truthful. No more “as sustainable as possible” claims unless they’ve been deeply considered and tested in real life.

If you want to hear the full story — with all the messy emotions that came with that decision — I’ve shared it in a new YouTube video:
🎥 The Decision That Nearly Broke UREI Tokyo (But Saved Its Soul)

And I’d love to hear from you:
1️⃣ What would you have done in this situation — compromise, wait, or redesign?
2️⃣ Do you know ethical suppliers for trims, buttons, or hardware? I’m genuinely looking.

Thank you for slowing down with me and for being part of UREI’s journey.

Alice
ureitokyo.com