[Site Report] Lovely expressions! Felbo | Behind the scenes of product development and manufacturing

This time, we introduce Felbo, a wool felt key charm with a cute expression in the motif of various foods. It is produced by Suginami Izumi Daini, a type B workplace of the NPO Suginami Izumi in Suginami City, Tokyo. This time, we visited the production site of Felbo.

Behind the birth of Felbo

Felbo was born from felt products that Suginami Izumi Daini was good at. One of our most popular products, the Vienna sausage, caught the eye of design company Ash Concept, one of our partners in equalto, and was commercialized as equalto.

-(Interview with staff) About being commercialized as equalto
Thanks to detailed advice from a professional designer’s perspective, we were able to add new expressions and ideas that we would not have thought of on our own. In particular, the packaging has been redesigned with more sophistication, and the sales channel has expanded. I feel that the product has evolved into an even more attractive product.

Features of Suginami Izumi Daini

At Suginami Izumi Daini, members of the facility create their own products, mainly felt and handicrafts, every day. The age range is wide, from teens to seventies. Some have been working for as long as 30 years.
Many of them like handicrafts and Monozukuri, but some of them never used needles at first. We always try to create an environment where people can enjoy their growth as a whole, while building up experience little by little together with our staff.

At the entrance of the facility,
there is a shop with a variety of colorful products. It is a warm space that stops visitors.

Inside the creation of Felbo, a colorful piece of felt

Felbo is made using a series of detailed processes, such as hardening the felt with water and carefully using needles and needles to create facial expressions.

The eyes, mouth, and other face parts are added while making holes with needles and dexterously handling needles. The task may seem difficult at first glance, but when we talked to the team members about it, they replied with smiles that it was fun. I was very impressed by how skillful they were and how carefully they made each stitch.

Suginami Izumi Daini has a high level of cooperation among its members, with some playing the roles of mothers and older brothers, creating an environment where they can help each other. Each of their characters harmonizes with nature, and even from the staff’s perspective, they feel that they are working hard together. There were many energetic and talkative people, and the welcoming atmosphere made us feel warm.

When we asked, “Is there anything you keep in mind when you make it?” he said, “I imagine what kind of people will pick it up. For example, I think people choose wieners because of their cute color and expression.” In the future, he would like to make tools such as soccer balls in response to requests from his family.

Felbo is carefully created one by one. In the future, Felbo plans to expand its business overseas.
These felt key charms are filled with cuteness that will naturally raise your mood if you attach them to everyday accessories such as pouches, keys, and smartphone cases. Treat yourself. Share with someone special. Why not find your own “favorite”?