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Winter's "Sweat Cold Problem" Resolved: Newly Launched Functional Innerwear "Fire ASEDORON" from Gunze
While summer sweat is among the most uncomfortable experiences, did you know that "sweat cold" ranks high among winter sweat worries?
In light of this, we want to highlight the "Fire ASEDORON" developed by Gunze. This product focuses specifically on winter sweat cold and has been developed with in-depth market research, aiming to tackle the challenges faced by users.
In this article, we invite Takashi Hiwa, the manager, and Shiori Mizuno, the planning associate, from the company to share comprehensive insights into the development background of "Fire ASEDORON" and its specifications.
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PROFILE
Left: Takashi Hiwa, Right: Shiori Mizuno
Takashi Hiwa
Apparel Company, Sales MD Headquarters, Product Planning Department, Marketing Group Manager
Hiwa joined Gunze Limited as a new graduate in 2008, engaging for seven years in new business development and ODM-focused sales. He then handled legwear promotions and product planning before assuming his current role in April 2023. He is in charge of marketing strategy for the large new brand "ASEDORON" set to debut in spring 2024.
Shiori Mizuno
Apparel Company, Sales MD Headquarters, Product Planning Department, Innerwear Group
Mizuno joined Gunze Limited as a new graduate in 2021, working in the innerwear development division. After that, she became part of her current role in September 2023, primarily responsible for seasonal product planning for HOTMAGIC, COOLMAGIC, etc. She oversees the development of the main innerwear products under "ASEDORON."
People Sweat All Year Round
First, could you tell us about the development background of "ASEDORON" which started sales in summer?
HiwaWe regularly conduct customer needs surveys. During our research for 24SS, we found that around 70% of people wear summer innerwear.
However, when we asked about their actual wearing experience, the satisfaction rate was less than half. Further investigation revealed that discomfort was caused by sweat not evaporating sufficiently, leading to stickiness.
However, when we asked about their actual wearing experience, the satisfaction rate was less than half. Further investigation revealed that discomfort was caused by sweat not evaporating sufficiently, leading to stickiness.
This prompted us to consider developing a product that fundamentally resolves the sweat issue, including material development.
While it's easy to imagine sweat in summer, why is sweat a problem in winter as well?
HiwaWhen we announced "ASEDORON" and conducted interviews, many voiced that winter sweat was even more uncomfortable. Since people sweat year-round, there was a consensus that we need products that address perspiration issues throughout the year.
Thinking we needed more objective data, we conducted research similar to that of 24SS. We found that the predominant voice among autumn and winter sweat issues was "bothered by sweat cold."
Thinking we needed more objective data, we conducted research similar to that of 24SS. We found that the predominant voice among autumn and winter sweat issues was "bothered by sweat cold."
Besides the temperature disparity between morning/evening and daytime, those who move between indoor and outdoor during work often suffer from sweat cold when perspiration remains after sweating.
Hence, we aimed to introduce "Fire ASEDORON" for the autumn-winter season to help people enjoy comfort free from sweat worries all year round.
I find the names "ASEDORON" and "Fire ASEDORON" quite interesting.
HiwaThe name literally conveys our intent to make sweat "disappear." Instead of just explaining the functions of the product in various words, we focused on conveying intuitively what effects the product offers.
Diatomaceous Earth as a Hint for Development
The "ASEDORON" series specializes in sweat; could you explain the fundamental functions and technologies used?
MizunoThe functions of "ASEDORON" include moisture absorption and fast drying. Picture diatomaceous earth, which is commonly used in bath mats these days; it absorbs moisture instantly upon contact while keeping its surface dry. We developed this marvelous moisture absorption and rapid-drying capability into our fibers.
Looking at a cross-section of the fiber, you'll see it's divided into a core and a sheath. The core is bonded at a molecular level with substances that have high moisture absorption, while we created countless gaps in the sheath to enable immediate sweat absorption, diffusion, and fast drying.
These combined functionalities have allowed us to achieve unparalleled comfort.
These combined functionalities have allowed us to achieve unparalleled comfort.
Is there a secret to retaining warmth with "Fire ASEDORON"?
MizunoBoth "ASEDORON" and "Fire ASEDORON" have the same thread structure.
Earlier, I mentioned that "ASEDORON" has gaps in the sheath area that allow sweat to pass through easily. It might seem paradoxical, but in "Fire ASEDORON," the air is trapped there, enabling the garment to have heat generation and thermal insulation functions while effectively managing sweat.
Earlier, I mentioned that "ASEDORON" has gaps in the sheath area that allow sweat to pass through easily. It might seem paradoxical, but in "Fire ASEDORON," the air is trapped there, enabling the garment to have heat generation and thermal insulation functions while effectively managing sweat.
Additionally, we have made some changes to the materials by using acrylic in "Fire ASEDORON" and by brushing the fabric to provide a fluffy texture and moderate thickness.
Integrating "Fire ASEDORON" into Everyday Life
What are the product features of "Fire ASEDORON"?
MizunoWe offer two types of innerwear: medium weight and heavy weight. While both share the same functionality and performance, we have designed them to be visually appealing, with a particular focus on neck and sleeve lengths and color choices, differing from the previously introduced "HOTMAGIC."
Furthermore, sweat issues are not limited to daytime nor restricted to innerwear. To accommodate various situations, we also offer items like socks and pajamas, which is a significant feature.
Particularly for pajamas, we utilize a standard sweat type of fabric but add a layered fabric of ASEDORON on the back. Instead of being completely sewn, it has a liner-like specification.
Since people generally sweat while sleeping, especially on their backs, we have optimized the functionality precisely where it is needed.
Could you recommend a product?
MizunoFor men, the V-neck remains popular both now and in the past. It is frequently worn in business settings, avoiding the concerns associated with visibility that come with crew necks.
For women, I recommend the high-neck long sleeve. The high neck design is set higher, allowing for personal customization by folding it down as per style preferences. Moreover, with an appropriate thickness of the fabric and 10-minute sleeves, it maintains a sleek appearance without bulk while keeping the arms warm.
Regardless of which product you choose, you will feel the effects of "Fire ASEDORON," so I hope customers can select according to personal preferences.
With the new distribution of "ASEDORON" and "Fire ASEDORON" starting this year, what future developments are planned?
HiwaLooking at reviews on X and e-commerce sites for both "ASEDORON" and "Fire ASEDORON," many customers express their appreciation for the effects, indicating that our intentions are being conveyed.
The major difference from previous products is the overwhelmingly positive customer feedback and requests like, "I want a product that does [specific functionality]" or "I would like the features of ASEDORON on our "in.T."
There is a movement not only from our side but also among the avid users to improve "ASEDORON" into an even better product, so we aim to respond more proactively than ever to flood the market with products that tackle sweat issues effectively.
Please look for the "ASEDORON" ghost mark in stores and experience its remarkable functionality.
There is a movement not only from our side but also among the avid users to improve "ASEDORON" into an even better product, so we aim to respond more proactively than ever to flood the market with products that tackle sweat issues effectively.
Please look for the "ASEDORON" ghost mark in stores and experience its remarkable functionality.
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