Japan is home to four distinct seasons and an abundance of beautiful nature, including mountains, rivers, and oceans.
In order to preserve this beautiful and rich natural environment, let us take action starting with what we can do right now.
This neutral detergent is formulated with 100% plant-derived cleaning ingredients.
What is “Yutakana Mori Kireina Mizu” Laundry Detergent?
1. Unique Blend of Plant-Derived Cleaning Ingredients
Formulated with carefully selected plant-based ingredients optimized at maximum concentration to effectively lift and remove vegetable oils, sebum, and tough mud stains.
2. Perfect for Outdoor & Technical Apparel
Delivers high cleaning performance against mud and grease. Featuring a low-foaming formula that rinses easily and leaves minimal residue on fabric fibers. Free from fabric softeners and fragrances, it prevents residue buildup to preserve your technical gear’s functionality.
3. pH-Neutral Formula: Safe for Waterproof, Wool, Down, and Synthetics
A gentle, pH-neutral liquid detergent with minimal impact on skin and all types of fabric. It can be used for everything from technical outdoor gear—such as waterproof-breathable materials (e.g., GORE-TEX), wool, down, and synthetics—to everyday garments made of cotton and linen.
4. High-Quality, Made in Japan
Formulated specifically to match Japan’s water quality and laundry practices. This premium product passes strict inspection standards to deliver reliable quality and peace of mind.
5. High Cost-Performance & Economical
Highly economical, requiring just one capful (20ml) per 30-liter wash. The cost per wash is only 88 yen for the 500ml bottle, and drops to 60 yen when using our bulk refill service (300 yen per 100ml). It offers exceptional value compared to other outdoor-specific detergents on the market.*Based on our market research of outdoor detergents, March 2026
Product Overview
【NEW】Yutakana Mori Kireina Mizu+ Laundry Detergent
–Enhanced Cleaning Power, Supervised by Goldwin To maximize the performance of your outdoor gear, proper washing and maintenance are essential.Leveraging Goldwin’s decades of craftsmanship and technical expertise, we spent nearly two years repeatedly testing and refining our formula against a wide variety of stains. The result is a next-generation detergent that delivers exceptional cleaning power against everything from tough mud to heavy sebum stains*.*Compared to our conventional products
Goldwin Inc. Goldwin Inc. is a lifestyle creative company centered on three core pillars: craftsmanship, experience creation, and environmental stewardship. Focused primarily on the sports and outdoor sectors, the company supports people in taking on new challenges and unlocks their infinite potential.
Their prominent brand portfolio includes THE NORTH FACE, Goldwin, HELLY HANSEN, NEUTRALWORKS., and canterbury.
Product Name: Synthetic Laundry Detergent
Applications: Cotton, Linen, Synthetic Fibers, Waterproof-Breathable Fabrics, Wool, Down,etc.
Ingredients: Surfactant 25% (Polyoxyalkylene alkylamine, Non-ionic higher alcohol-based), Stabilizer, Antibacterial Agent
pH Level: Neutral
Directions for Use: Use 20mL to 30mL per 30L of water.
【NEW】Yutakana Mori Kireina Mizu+ 500ml
¥2,420 (incl. tax) Click here for details and purchase
【NEW】Yutakana Mori Kireina Mizu+ Bulk Refill
¥330 (incl. tax) / 100ml
Buy only what you need—available from 100mL.
Feel free to ask store staff for assistance.
BYOB: Bring Your Own Bottle (container) to the store.
Standard dose: 20mL–30mL (1 capful) per 30L of water.
【NEW】Yutakana Mori Kireina Mizu+ Re-generation Bottle 500ml
¥1,980 (incl. tax)
Based on the philosophy that “used containers are not waste, but valuable resources,” BELAY aims for zero waste by washing and refilling collected bottles to sell them as Re-generation Bottles (identifiable by the green Re-generation label).
Please Note: Since we reuse collected bottles, there may be minor scratches or stains on the bottle or label. Thank you for your understanding and support of our sustainability efforts.
Availability: This product will become available for purchase based on the collection status of used bottles.
Yutakana Mori Kireina Mizu 4000ml Refilled Box
¥11,000 (incl. tax) Click here for details and purchase
Restore DWR Performance: Wash & Apply Heat*
How to Restore Your Outerwear’s Water Repellency
- Wash and Heat First: If your jacket is losing its water repellency, always wash it clean and apply heat treatment before using any water-repellent sprays.
- Avoid Treating Dirty Fabrics: Applying water repellents over dirt or oil can clog the pores and reduce the garment’s performance. *Complete restoration of water repellency cannot always be guaranteed due to fabric aging and wear.
🔥 Heat Treatment Methods After Washing
[Using a Dryer] Place the completely dry outdoor gear (waterproof-breathable fabric) into the dryer and tumble dry on low to medium heat for 10 to 20 minutes.
[Using an Iron] Ensure the outdoor gear (waterproof-breathable fabric) is completely dry. Set your iron to a low, no-steam setting, and always use a pressing cloth (such as a thin towel) over the garment before ironing.
How to Wash GORE-TEX Outerwear: Commentary by International Mountain Guide Kazuaki Amano
Crafted from Outdoor Experience.
“Yutakana Mori Kireina Mizu” Laundry Detergent
As part of our sustainable platform, “BELAYER act,” BELAY operates under the theme: “Healthy forests create clean water.” Driven by this vision, we actively engage in two primary initiatives: forest management, such as thinning to nurture rich woodlands, and the “Wasabi Field Regeneration Project,” restoring step-farms that symbolize pristine water.
Through these efforts, we continually design and develop products with a core question in mind: How can we help environmental awareness naturally blend into everyday lifestyles?
Furthermore, working within the outdoor industry, we noticed a persistent, collective question from users: “Is it really okay to wash waterproof outerwear?” To answer this need and bridge the gap between outdoor care and daily sustainability, we created our signature laundry detergent: “Yutakana Mori Kireina Mizu“
Under the theme, “Rich forests create clean water,” we are dedicated to living in harmony with nature and realizing a safe, secure, and sustainable lifestyle.
Our signature product, “Yutakana Mori Kireina Mizu” Laundry Detergent, is a 100% plant-based, pH-neutral formula. Engineered with powerful cleaning action against a wide variety of stains—including tough mud and heavy sebum—it is perfect for everything from high-performance outdoor gear to everyday garments.
To preserve and pass down Japan’s beautiful nature to the generations to come, let us take action together, starting with what we can do today.
Your actions grow rich forests and purify clean water.
A portion of all proceeds directly funds initiatives dedicated to nurturing rich forests and preserving clean water.
>>Click here to contact us regarding “Yutakana Mori Kireina Mizu” Laundry Detergent
