Yanai Michihiko is a creative director for advertising, the publisher and editor-in-chief of the free paper Kazetorock (Wind and Rock), the honorary director of the community radio station Shibuya no Radio, and the guitarist for the rock band Inawashirokos. He engages in a wide range of promotional and communication-based projects aimed at society at large, conceptualizing all of his activities as “advertisements” in the broadest sense of the term. For this collaboration, Yanai teamed up with Higashi Setsuko, a kumihimo braided cord artist, to produce a traditionally braided kumihimo guitar strap—an innovative accessory with great significance for Yanai. Higashi operates a kimono and kumihimo school in Kanazawa, Ishikawa Prefecture. The art of kumihimo is centuries old, and the cords have long been used as kimono accessories and as ties for securing traditional letter boxes. The beautifully braided patterns of kumihimo reflect the hours of painstaking repetition that go into producing each cord.