Stock-Free Merchandise Production: Making Buddha T-Shirts With Tajima’s Compact Embroidery Machine “SAI”

BOSATSU BRAND
Designer Kanoko

BOSATSU BRAND is an e-commerce website that produces and sells original apparel and goods themed around Buddhist statues. Launched in 2020 by Buddhist character designer Kanoko, the brand offers over 130 items, including T-shirts, sweatshirts, hats, and bags featuring pop-style Buddha illustrations. The concept of BOSATSU BRAND is “Together with Buddha”, which carries a double meaning: to wear the garments and to take in the wisdom of the Buddha.
“In society, Buddhist statues and teachings are often perceived as rigid or serious,” says Kanoko. “That can be hard to relate to, especially for younger people. But I want to show that it’s okay to engage with them more casually. After all, Buddha statues were originally created to bring comfort to those suffering. If BOSATSU BRAND can help people feel closer to Buddhism or Buddha, I’d be happy.”
She herself found comfort in Buddhism. While in school, she experienced a series of personal hardships that led her to question the meaning of life. While exploring psychology and philosophy for answers, she came across “Buddha”, the manga by Osamu Tezuka. Born in Nara, where Buddhist culture is deeply rooted, she resonated with the logical teachings of Buddhism. Later, while volunteering at a local temple, she decided she wanted to share the world of Buddhist statues and teachings with others—thus, BOSATSU BRAND was born.

All illustrations are drawn by her. Though she had no background in design—her past included performing in bands and teaching music at a correspondence school—she began sketching Buddha statues with pure focus and intent. When designing, she focuses on capturing the “essence” of the statues, aiming for simplicity while avoiding injecting too much of her own personality.

Why the “SAI” Was the Perfect Fit: “Affordable and Compact”

Initially, she focused solely on creating illustrations. But as she expanded into merchandise production, she started using Tajima’s “SAI” compact embroidery machine in 2021. Designed as an entry-level model, the “SAI” delivers both productivity and high-quality stitching, making it a popular choice among embroidery beginners. Although she had no prior experience with embroidery, she was determined to stand out with a production method no one else was using. Among the options she considered, the “SAI” stood out because: “Tajima had excellent reviews, and I felt I could trust the brand. The compact size and reasonable price were also deciding factors. When I saw it in person at a craft store, I realized it would fit perfectly in my atelier.” After purchasing the “SAI”, she spent a year improving her skills with support from a local distributor. She learned not only how to operate the machine but also how to choose the right stabilizers and other embroidery techniques.

Her first product was an embroidered T-shirt. Since then, she’s expanded into patches, hats, and drawstring bags. While BOSATSU BRAND also offers items made with silk screen printing, garment printing, and heat transfer, embroidery remains the most popular. The pop-style Buddha characters are brought to life through textured embroidery, adding both cuteness and a sense of luxury. The brand’s best-seller, the embroidered T-shirt, uses a heavyweight 7.1 oz fabric. “The “SAI” is an entry-level machine, but it can handle thick fabric. I once pushed its limits and stitched on 14 oz material. It’s been incredibly versatile for expanding our product range.”

Business Growth Through a Stock-Free Approach

BOSATSU BRAND appeals to a wide audience, from youth to older adults. She shares videos of the embroidery process on Instagram to show each item is handmade with care. This transparency has helped build trust and contributed to the brand’s growth.
Another key advantage of embroidery is the ability to produce on-demand, unlike traditional methods that require large stock. “If you outsource silk screen printing, you typically need to order 30–50 units to break even. But it’s hard to predict what designs will sell, so committing to that volume is risky. With the “SAI”, I can start from just one piece—no stock needed. This flexibility is a huge benefit when launching new ideas quickly.” To grow the business further, she plans to introduce Tajima’s AI embroidery machine “TMEZ-SC”, which will allow her to create large Buddha illustrations embroidered on the back of jackets—her original take on the classic sukajan, dubbed the “Hotoke-Jan” (Buddha Jacket).
She also hopes to go beyond her website and open a physical store in Nara by 2025. “I want to open a store in my hometown of Nara—one that also serves as a workshop where people can engage directly with embroidery and Buddhist art.” For BOSATSU BRAND, this year might be just the first chapter in a much larger story.

* Reprinted from “Advertising and Planning” OGBS Magazine VOL.93 November 2024

BOSATSU BRAND

https://bosatsubrand.thebase.in/