About ENTORO

Origin of the Name “ENTORO”

The name ENTORO comes from two words:
One is entropy — the natural principle that describes how order gradually breaks down.
The other is “toro-toro”, a Japanese expression for a gentle, melting sense of relaxation.

Nothing can stay in the same form forever.

“Breaking down” may sound unsettling, even sad.
But to me, this natural law suggests something softer — the slow transformation that happens over time.
It’s an image of tenderness, nostalgia, and quiet beauty.

Wood deepens in color and sheen as it’s used.
Fabric becomes softer and more familiar to the skin.
Metal breathes in oxygen and changes in tone.
Plastic weathers through sun and rain.

We, too, change — as does the world around us.
And that, in itself, is a beautiful part of life.

ENTORO embraces this passage of time,
seeking to express the quiet beauty found in things that transform.

What “MONO (English: Object)” Mean to ENTORO

An MONO (English: Object) is not something that exists merely to serve a function.
It lives alongside the person who holds it, growing in familiarity and affection over the years.
Only through that relationship does it become something truly cherished.

That’s why we don’t aim to create products made for short cycles of use and disposal.
Instead, we want to craft things that can be cared for, repaired, and nurtured —
objects that grow together with their owners over time.

ENTORO’s Approach to Making

Rather than relying on systems of mass production and mass consumption,
we aim to use today’s technology to deliver only what is needed — to those who truly need it.
New tools like AI and robotics, when connected with the sensibilities of craftsmanship,
can help nurture a more sustainable way of making.

But sustainability cannot be achieved by systems or frameworks alone.
It continues only when makers genuinely love what they create,
and when users, in turn, grow to love what they use.
That relationship is what truly sustains creation.

ENTORO’s Vision for What Lies Ahead

What ENTORO aims to create is not simply “convenient” objects.
We seek things that quietly blend into everyday life,
deepening in character over time —
until one day, they become quietly indispensable.

Through the light and forms born from the nature of Hokkaido,
we hope to bring creations that will stay close to people’s lives,
and remain with them for years to come.