I want to deliver it without making any compromises.
Our new basic line is here.
Lower the quality to keep the price?
Or maintain the quality and raise the price?
The costs of fabrics, auxiliary materials, and tailoring are all rising. Every brand is forced to raise the prices of their products. We are no exception.
If we raise our prices, we can maintain the specifications we have always used. However, by doing so, the clothes will slowly drift out of reach for those who once thought, "I'd love to wear that."
We didn't want to choose either.
What we didn't change
Wrinkle-resistant
stretch fabric
Machine-washable
at home
Large double pockets
that fit your hands
Adjustable waist
with a drawstring
Even while keeping costs down, we held onto the features that make daily wear comfortable. Wrinkle resistance, home washability, large pockets, and the ability to adjust to your body—we haven't changed these four things this time either.
Our size range remains the same as well. We could have made things simpler by reducing our options, but we didn't want to cut away the ability to "choose a size that fits you" just to lower the price.
What we made simpler
There isn't a single feature we've included that would bother you. In fact, we have been adding one "nice-to-have" feature after another based on what our customers want. However, the more we add, the more parts and processes are required, which drives the price up.
Existing Basic Line
- Front opening (concealed zipper, hook, and button)
- Elastic only at the back, designed to look neat at the front
- Double pockets with different structures on each side; some include concealed zippers
- Sizing designed to accommodate those with wider hips
New Basic Line
- No front opening, fully elasticized waist for easy dressing
- Adjustable drawstring design remains
- Double pockets without zippers; size remains unchanged
- Simplified specifications and auxiliary materials
We didn't lower the grade of the fabric,
nor did we simplify the tailoring.
We simply revisited our specifications and materials to find the most streamlined form.
Neither is better or worse
We've made it possible to choose clothes made to the same standards through a different entrance.
A daily partner that has accumulated functional features one by one.
The most accessible piece for first-timers.
Then why not make everything this price?
There are people who are helped every day by zippered pockets. There are those for whom dressing itself is a burden without a front opening. And there are certainly situations that call for a sleek silhouette at the front.
To uniformly abandon those specifications would be the same as asking those people to "please just settle."
That is why we didn't reduce the options—
we increased them.
Allowing people to choose exactly what they need—we believe that in itself is a form of sincerity.
The quality of a piece of clothing isn't apparent the moment you put it on.
Not when you pick it up, nor even when you stand before a mirror.
It is when you have spent your whole day and finally return home.
Whether or not you can say,
"I'm glad I wore this today."
We believe that is the true extent of clothing design.
That is why we have kept thinking. What kind of piece should you start your day with? A piece you'll naturally want to reach for every single morning.
Creating that "starting piece."
That is our challenge this time.
