About "seto"

Seto is a design label created by Keita and Naoyo Seto, a husband wife team . We started as "9brand" on September 9, 1999. And we changed label's name to our first name in 2008.

Working from the idea that we can all learn from living things,we have created a line of products which mimic shapes, patterns and functions found in nature. Our product line includes bags mimicking living thing, educational toys, interior products, graphic designs, and so on. And we also create shapeless works like "Hands figure"which shows that our hands are an art in itself. Additionally, Through our works, the ideas are always derived from animism.

Seto products are available through the online store (only for Japan), at our studio & shop in Kamakura city, close to Tokyo, or several dealers.

Also, we create designs with other companies to extend our thought . 


Keita Seto(1972)

Born in Tokyo. Spent a short time in the United States in childood. 
Love creatures. Love Kung fu and Karate which adopt the movement of creatures. 
Always draw pictures with a black marker or with straight lines.
Sometimes play hand flute like a bird. 

Naoyo Seto(1973)

Born in Nagoya. Love handicrafts and sawing. 
Sense of sawing is from mother and grand mother. 
Love pure literature. Sometimes bake bread.
Sometimes practice Karate and Taichi.

1-4-12 Inamuragasaki Kamakura-city, 248-0024, Japan
(Sorry, we are not a good English speaker.)

Foot print

Start small shop"9brand" in Tokyo.

"Tigger Camoflage": Join "D_100", the 100 years of celebration of Walt Disney

"Pranalia Duster": the remakable Tee shirt for Muji
"Mino-case"; presented at the exhibit of Nike Japan, "RECONSTRUCT"
Keita did several works for LEGO as a free-lance designer.(20022003)

"M.O.C system for disney"; presented at "dlab Tokyo" of Walt Disney
"Furoshiki" is selected for the one of "100 of Japanese Design" by Japan Foundation 
Prize: "M.O.C system" got Good Design Awards.

"Crittermask": the masks of creatures for Global Village, Expo 2005 Aichi Japan
Published "Crittercard"

Released the series of "dapipa" 
Exhibit: "Emergence" (at tortoise, Los Angels)

Moved to Kamakura city

"Yamori magnet" are selected as Neaf's collection.
We changed our name from "9brand" to"Seto".
MoMA store started to sell our "M.O.C system" 

Start graphic works for the Yokohama ZOO.
Poster of a Gaur 


Exhibition "Cells"

We held a small exhibition of drawings. I draw lines with a black marker and make small cells. The cells are getting biger and bigger. Like all the things in nature are  growing up. Even tiny things get together and they can make strong power. It's just same as human. 
And, we printed it on fabric and made some products of cells.  

The Furoshiki fly to Canada.

Our Furoshiki laptop case is in a big exhibition. "JAPAN TRADITION  INNOVATION" by Canadian museum of civilization. We made "Japan-Canada Red  Furoshiki" for the museum. And the red Furoshiki was selected as one of part of Canada's national collection. (2011.5.9) 
 Also, we decided to sell Furoshiki again. Black model will be available in U.S. soon.  "Seto's products"

The renewal of "dapipa"

"Dapipa" is a collaboration work with DAD-WAY that sells baby products and the company's concept is "help father's child care". 

"Pipa" is a frog which carefully carries the baby frogs on her back. The idea comes from this frog. "dapipa" is a family series of bags, So you can enjoy the combination, The parents and children use these bags together or separate,The uses of these bags will change as children grow older.

"Dapipa" can be exported to foreign countries by DAD-WAY. Please ask DAD-WAY.


Workshop "Paintdots"
@The hakone open-air museum 2010
Workshop "Arrange the tihngs ~the crystal of school~"
@The alimni association of Tama Art University 2010
Workshop "The mask of TSUNOTSUNO"
Kanazawa Zoo 2010
Workshop "Design the butterfly's wing"
Kanazawa Zoo 2009
Workshop "The mask of leaf"
Kanazawa Zoo 2009
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