Woven rush tatami mats are a traditional element of Japanese homes. But a shift toward Westernized lifestyles has seen production drop to a third of its former peak, driving both makers and rush growers out of business. Yoshiaki Kagami is breathing new life into tatami by cutting out the middlemen to deal directly with growers and consumers. As well as creating novel tatami products, Kagami encourages the sharing of expertise within the industry, and organizes visits to one regional rush farm.