With the company or store name printed on the apron, workers could express their pride in their work as well as advertise their company. Such maekake were often given to customers as a promotional item. Maekake thus take on a communicative function, reinforcing the company's name and logo in the minds of customers, and declaring both the type of work the wearer is involved in and the sense of prid
e and responsibility he brings to it. The sturdy fabric of maekake can last for decades. As the garment ages the Japanese indigo fades, reflecting the long work and experience of its owner, whose affection for the apron deepens. It's not uncommon for maekake to be passed from father to son, or for retiring presidents to hand on their aprons to their successors.
