Was Changing Clothes the Hurdle to Your Workout? KEYUCA's Foray Into 'Taipa Activewear'

Life solution brand KEYUCA has launched 'Taipa Activewear,' an innovative new apparel line that lets you jump straight into your workout without changing.

But why would a company known for interior design and lifestyle goods dive into developing performance wear, meticulously designed down to the compression and pocket placement, all to make exercise more accessible?

We sat down with Yukako Kawasaki from KEYUCA's Product Planning and Development Department to discuss the philosophy behind creating apparel that blurs the line between daily life and fitness.

A Hit Innerwear Line Highlights the Modern Struggle with Fitness

As part of its rebranding into a 'life solution brand that solves everyday problems,' KEYUCA has been developing products to tackle a variety of challenges.

One major issue they zeroed in on was the increasingly sedentary lifestyle of modern society. Juggling work, childcare, and household chores, many people find it difficult to carve out time for exercise, making the hurdle feel higher than ever.

The breakthrough for this problem came from an unexpected place: the innerwear category. The brand's problem-solving innerwear, launched in 2022, quickly gained traction. The 'Style Care Series,' in particular, designed to flatter the figure, became a massive hit. The company even received a flood of feedback from customers who were using the innerwear during pilates and gym workouts.

'The Style Care innerwear addresses existing body concerns, like a sagging bust or a protruding stomach. This time, we wanted to see if we could take a more fundamental approach, before those issues arise. That’s why we decided to launch the activewear series.'

How do you seamlessly integrate exercise into the flow of daily life without disrupting a customer's busy routine or adding a new burden? KEYUCA's vision for 'Taipa' (time-performance) took shape not just as apparel, but as a total lifestyle proposal to make daily life itself more active. This includes other goods like stylish support braces that look great even when visible and water bottles with time markers.

The Challenge of a 'Put-Together Look' for Both Daily Life and Workouts

As development ramped up, an internal survey revealed a common struggle among the company's many female employees: 'I don't have time, so exercise keeps getting pushed to the back burner.' This led to the conclusion that convenience is the most crucial factor for maintaining a daily exercise routine, and the development of apparel that eliminates changing time began in earnest. A subsequent consumer survey confirmed their direction with overwhelming results: '88% of people want clothes they can transition from daily wear straight into exercise.'

To create clothing that achieves this, they meticulously defined target users and exercise intensities for each item. The collection is segmented by activity, from light exercise like walking and stretching to more intense yoga and jogging. However, striking the right balance between the functionality of sportswear and the feel of everyday clothing was no easy task.

'Since this apparel is designed to bridge daily life and activity, we envision it being worn for everything from a workout to a café visit, a shopping trip, or even travel, all in a single piece. If it leans too much towards sports, it looks too much like 'gear.' If it's too much like casual wear, it won't be suitable for athletic scenes. That's why we were incredibly particular about our choice of materials.'

Each item's design is also finely tuned for its purpose. For example, the long-sleeved T-shirt is intended for gym workouts, while the polo shirt is made from a material that maintains a smart, clean look for everyday wear, showcasing the detailed differentiation based on the intended use case.

Style-Enhancing Effects Leveraging Girdle Expertise

Another major hurdle was the psychological barrier to exercise. A survey revealed that "over 70% of people feel self-conscious about their reflection," highlighting that many feel stressed seeing their bodies in studio mirrors and hesitate to wear revealing sportswear. However, this is where the body-shaping technology honed through our innerwear development comes into play.

We incorporated power mesh in the stomach area of the leggings to smooth and flatter the tummy. Additionally, for the shorts, we set the seam above the hips higher than usual to create a leg-lengthening effect when viewed from behind.

"Many people hesitate to wear leggings because they're conscious of their body line, but I really want them to experience the effect of the power mesh. Unlike girdles, we use a material with a softness suitable for leggings, so it doesn't restrict movement during exercise."

From our experience developing girdles, we knew that preferences for compression levels vary greatly. Leveraging the insight from our girdle launch—that there was an overwhelmingly high demand for firm body shaping—we created a diverse lineup for this activewear collection, ranging from relaxed-fit to firm-support types. This allows customers of all ages to choose what best suits their active lifestyle.

"Hands-Free Pockets" for a Seamless Flow

The "Hands-Free Pockets" further streamline the transition from daily life to exercise. To meet the demand for carrying as little as possible to the gym, we added pockets to store small items like smartphones.

To ensure items like a smartphone are easy to access and won't fall out even when sitting down, we placed the leggings' pocket near the thigh.

"When I'm training at the gym, I've found it surprisingly difficult to find a place for my phone. If the pocket is on the back, it gets in the way during exercises on your back, so we intentionally placed it on the side for easy access."

These pockets are not designed for intense exercise with items inside but are rather a feature to make the flow between daily life and sports—like walking or commuting—more convenient. This design philosophy, which prioritizes everyday usability and comfort over maximizing athletic performance, is a unique approach that sets the brand apart from specialized sports labels.

Towards a Total Solution

"Taipa Activewear" doesn't just offer time-saving convenience; it proposes a new lifestyle where exercise is naturally woven into the fabric of daily life. From an environmental standpoint, instead of forcing the use of pricey recycled materials, the brand emphasizes a commitment to creating durable, long-lasting products.

"I believe the demand for apparel that seamlessly connects the different parts of our daily lives will grow, and that's something only a lifestyle brand can achieve. By offering these items alongside our long-standing collection of home and lifestyle goods, we aim to provide a total solution that enhances every moment of daily life—solving problems not as isolated points, but as a continuous line."

KEYUCA's apparel line continues to expand, starting with the 'two-mile wear' launched during the pandemic that blurred the line between loungewear and outerwear, and now evolving into apparel that erases the boundary between daily life and exercise. The brand has already released items using far-infrared technology and products with Nanotex treatment, such as the "Sugo-Nano Water Repellent" series. These initiatives, aimed at fusing functionality with everyday use, are steadily gaining traction. The company's quest to smoothly connect every part of a consumer's life journey is set to continue.