He was the leader of the far right; broke taboos with underwear brand: Koichi Tsukamoto
He started his career in 1946 by selling bras and nightgowns in Kyoto. Developing himself in this business branch, Koichi Tsukamoto became one of the few business people in Japan and the world. The far-right organization he founded is very influential on Japanese politics.
Founded in 1997, Nippon Kaigi is an organization that unites wealthy Japanese around the ideal of nationalism. Their aim is to make Japan an imperial power again. The organization is very influential not only in Japan, but also in the world.
Get rich in underwear and open up to the world
Wacoal was founded in 1949 by Koichi Tsukamoto in Japan. Wacoal, who takes the underwear business very seriously, established the "Human Science Research Center" in 1964 to develop products. Wacoal is the first brand to take the underwear business seriously and invest in a research center. Today, the company, which has different brands such as Elomi, Eveden, Fantasie, Freya, Lively and Goddess, entered the American market in 1985. Although their competitors were selling products at a cheaper price, they could not prevent Wacoal's rise. Wacoal's salespeople have had a great and positive impact on those who want to buy underwear with their knowledge and expertise. Wacoal was named the best selling bra brand in America in 2005.
Wacoal acquired Eveden Group, a UK-based underwear manufacturer, in 2012 and increased its product range. Eveden Group was a well-established company founded in 1920.
Men's lacy briefs scramble (June 2022)
According to the news published in The Asahi newspaper, Japanese clothing giant Wacoal, which wants to test the waters of the "genderless" movement in the fashion industry, added lace boxer to its men's underwear line. The products sold out in a short time.
Akira Mizoguchi, from Wacoal's men's underwear sales and marketing division, said: "I never thought lacy boxers would be this popular. Borders between men and women in the world are breaking even faster than I thought.”
The boxer briefs produced by the company headquartered in Kyoto, in black, navy blue, red, pink, yellow, aqua green and tan colors, are sold for 3,960 yen.
When marketing their products, Wacoal says: “It's obvious that lace is beautiful and lacy underwear is breathable. So why not use lace in men's boxer briefs.”
Achieved quarterly sales target in 10 days
Wacoal accepted pre-orders of lace boxers to gauge demand in the fall of 2021. Company set the target as 300 thousand yen. Demand exceeded expectations, with nearly 700 people pre-ordering 3.2 million yen. All of the products on online sale and in stores were sold out in a short time. The company reached its quarterly sales target within 10 days.
30-40 years old men prefer
Wacoal has increased production this year but is still unable to meet demand. It plans to increase production more and diversify it with new colors.
According to the company, most of the customers are men in their 30s and 40s. “It was love at first sight,” says a customer review on Wacoal's website. “Wearing it lifts my spirits,” writes another.
The Japanese have long been at the forefront of the fashion world, especially street fashion. Western designers reflect their inspiration in their designs. The lacy boxer is not surprising in this sense. Moreover, lace has a special place in Japan. During Covid, lace masks were in great demand in the country. The taxis of Japan, the symbol of high technology, are also covered with a traditional material, lace. So if anyone was going to make lace boxers, it had to be Japan.
