Closing the Gap to Everyone's Skin & Heart: The Challenge of Atsugi Co., Ltd.

The first company to sell pantyhose in Japan, Atsugi Co., Ltd., has launched a new brand. That brand is "Minnano, Minnano (みんなの、みんなの。)."

The new brand features products for men and children, providing items that cater to all age groups. The concept is "Everyone's Relaxation is Everyone's Happiness." What goals are embedded in this concept? We spoke with people in the company's development department to find out.

To Contribute to Every Woman's Beauty & Comfort

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At the time of its founding, the company made ropes for whaling. However, founder Torusuke Hori believed that an era was coming where women would wear beautiful clothes and freely enjoy themselves. With a desire to "contribute to every woman's beauty and comfort," the company began developing stockings and later expanded to the production of innerwear and socks.

In 2023, the company rebranded itself with the purpose "Joy for Skin and Heart, Now and Future." They aim to embody this purpose by not limiting themselves to stockings and socks but expanding their product lineup under the vision "Creating Feelwear that Inspires from Skin Feel."