Heritage Japanese firm brings innovations to PH

Gunze’s ‘Body Wild’ model Narimiya Hiroki shows off form-fitting innerwear.

JAPANESE apparel brand Gunze is now in the Philippines to give “a touch of comfort” that the Kyoto-based company has been providing consumers for more than 119 years.

“We, Gunze Ltd. Apparel company, would like to build brand recognition … Our main targets are Asean countries and China,” Shinji Hombo, global sales representative of Gunze, said in an e-mail.

He said the company had been looking for a Filipino partner to carry Gunze products “for years” believing there are “big opportunities” in a country with strong economic growth and large population.

Hombo said Gunze’s expertise is in making comfortable apparel for discriminating customers, whether it is for the “sticky-hot summer” or the cold winter. This gave the company an edge especially in the Asian market, he said.

“Gunze is the leading company in underwear and legwear in Japan. We have a lot of unique products based on our own technologies. We’re sure to offer … unique and comfortable products to the Philippine customers,” Hombo said.

Some of the brand’s top-sellers include 100 percent cotton camisoles, stockings and socks. Besides a wide range of underwear products, Gunze also offers “jegging” pants, skirts and pajamas.

When Gunze opened its first store in Manila in the fourth quarter of 2014, the first customers were those already familiar with the brand or had interest in all things Japanese. Today, the store continues to attract new customers.

According to Gunze’s marketing team, colored and printed underwear with unusual designs were among the top-sellers alongside the traditional white innerwear for suits.

Gunze boasts of top quality, but inexpensive products. Innovative designs, which the Japanese are known for, are drawing in a lot of customers. These include seamless underwear, padded socks, and jeggings in various fabrics and designs.

While strengthening its loyal following at its flagship store in Glorietta in Makati City, Gunze is now reaching out to more customers.

Gunze’s marketing team said there will be more offerings in department stores and specialty stores throughout Luzon such as Wellworth in UP Town Center and in urbanized provinces such as Cebu.

The company also plans to offer children’s wear, thermal wear, and other niche apparel that are already available in Japan.

Gunze opened in 1896 primarily as a silk manufacturer to help develop the local textile industry. A half century later, it expanded its operations to manufacturing innerwear.

Because of the company’s rich history, Kyoto named the Gunze Commemoration Hall and Gunze Museum as “scenic assets” in 2008.

Gunze certainly has what it takes to bring to Filipinos “a touch of comfort” that only a 119-year-old innovator can bring.