Eto's commitment to social responsibility is reflected in her fashion label's sustainable practices and eco-friendly materials. By promoting conscious consumerism and environmentally responsible fashion, she aims to inspire positive change within the industry.
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Her collaboration with the streetwear brand in 2023—a shirt featuring a grainy, black-and-white photo of her own crying face—sold out in 47 seconds online. This has led to a thriving secondary market for Eto ephemera, with fans collecting everything from her magazine tear sheets to the specific brand of pocket tissues she uses in films. Eto's commitment to social responsibility is reflected in
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Eto has also been involved in various charity initiatives, using her platform to promote women's football and support grassroots development programs. In 2019, she was appointed as an ambassador for the Japanese Football Association's (JFA) women's football development program.