Redefine Your Pain

For me, art represents a ritual that transforms past traumas and negative experiences into something elegant. This perspective was profoundly shaped by the influence of my parents divorcing when I was very young, due to religious differences.

Our daily lives were governed by strict religious practices. Before every meal, we were required to sit on the floor for nearly an hour, praying with our hands clasped before our chests. Failure to comply meant being denied food. If I drifted off to sleep or adopted an improper posture during prayer, my father would resort to corporal punishment. The culmination of this discord surfaced one fateful day when I witnessed my mother’s silent tears. At that moment my anger crystallized, and I severed all memories of my father, feeling the weight of despair so heavy it brushed against death itself.

While growing up in an atmosphere of dissonance, being torn between my father’s distorted expressions of love and his rigid faith, I found myself yearning for genuine affection. Though their dogmatic contrasts fostered uncertainty, the beauty of the ceremonial altars and the flowing elegance of their kimonos lingered in my mind. There, graced a stark contrast to the rigidity of a seemingly hypocritical faith, which became the foundation of my art.

Despite anxiety and depression, I was fortunate enough to overcome my traumas by learning how to repurpose them as inspiration. Today, fashion and fine art allow me to offer the world both a physical and mental embrace — one that affirms the essence of each individual and invites them to embrace themselves. Through ASATO, we seek to affirm the negative moments of human life, transforming past wounds into moments of quiet beauty and self-acceptance.

From concept to creation, every element of ASATO promotes self-acceptance and mental health. As cornerstones of our brand philosophy, we always look for ways to help others embrace themselves, which inspired us to create this bold, stress-relieving plush toy.

Rabbits were the first animals to offer me a sense of healing. This experience inspired our plush rabbit, crafted from the world’s darkest wool to remind us that darkness can be transformed into something beautiful. Its eyes and nose were deliberately omitted so that people could imagine the rabbit's facial expressions, while its ears are lined with our “Theory of Emotion” pictogram, expressing a deep understanding of the emotions that define our very existence. The ASATO plush rabbit is here to promote peace of mind and create an inclusive community that actively supports the mental health of others.

Through our art, ASATO eases the world’s anxiety, inviting everyone to redefine their pain.

You can find Asato Kitamura's designs on Instagram: @asato_kitamura, and Facebook: Asato Kitamura

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