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B.V.D.'s Ultimate Insulation: The "Shundan GRID-TEC" Innerwear that Warms You Instantly

2024.11.10

During this season, various companies are focusing on autumn and winter innerwear.

Even though we are experiencing milder winters, it’s an essential item for outdoor activities and watching events in the cold. That brings attention to the "Shundan GRID-TEC," which is available from the well-known men's underwear brand B.V.D.

Rumor has it that even inside a winter tent, this item is sufficient for warmth. So, what is the secret behind its remarkable warmth?

To uncover this mystery, we spoke with Hideki Konno of the Advertising Department of Fujibo Holdings, Inc..

PROFILE

Hideki Konno

Fujibo Holdings, Inc. Advertising Department

The Beginning of B.V.D.

How did B.V.D. start as a brand?

Founded in 1876 in New York, USA, the brand name is derived from the initials of the three founders, Bradley, Voorhees, and Day.

In two years, it will celebrate its 150th anniversary, making it a very long-standing underwear brand in America.

When did it start being handled in Japan?

In 1976, exactly 100 years after its founding, Fujibo Spinning Co., Ltd. (now Fujibo Holdings, Inc.) entered into a licensing agreement, starting its planning, production, and sales activities in Japan.

As a spinning company, it is one of the few in Japan that conducts all processes from yarn to knitting and sewing in-house, which will also reach its 50th anniversary in two years.

Was there a goal of expanding the market in Japan?

At the time, Fujibo Spinning primarily focused on selling yarn and fabric but was also considering the development of product ventures. In this context, there were discussions about a partnership with B.V.D, which led to the brand's launch.

The 1960s and 1970s marked the time when American culture began to influence Japan, leading to the so-called Americana boom. During this period, magazines like 'Popeye' were published, and many people admired American lifestyles, not only in fashion but also in electronics and automobiles.

Against this backdrop, B.V.D. was smoothly embraced by the youth of the time. For those in their 50s and 60s now, the name B.V.D. is likely a familiar one.

The "Shundan" Series that Warms You Instantly

［Top］ "Thumbhole High Neck Long Sleeve T-Shirt," 2,860 yen (tax included) ［Bottom］ "Cuff Roll-Back Long Spats," 2,640 yen (tax included)

Tell us about the birth of the "Shundan" series.

We began selling initial products that form the basis of Shundan (瞬暖, literally "instant warmth") in 2015 and made minor material changes in 2016. Since then, it has been marketed as the "Shundan" series.

At that time, our primary sales outlets were GMS (General Merchandise Stores), which include supermarkets like Ito-Yokado and Aeon in Japan.

In the past, a trend would arise if highlighted by TV or magazines, prompting everyone to rush to buy it. However, recently, preferences have diversified, where individuals prefer different brands, making mass production and sales challenging.

In this situation, our company has focused on creating thermal innerwear to meet market demand. One such product is this moment's "Shundan" and "Shundan GRID-TEC."

What is the concept behind Shundan?

The majority of thermal innerwear available tends to feel cold at first wear, which has been a common complaint. Thus, we aimed to develop a product under the concept of “warm innerwear from the moment you put it on.”

As more people engage in outdoor activities and enjoy leisure time in winter, we developed "Shundan GRID-TEC," which boasts 1.5 times the insulation of the original Shundan, to address these diversified needs.

What is the grid structure?

If you look at the fabric, you will notice square grooves in the pile. This is what we refer to as the grid structure.

These grooves allow warm air to accumulate, enhancing insulation, which we confirmed through research conducted by official authorities while developing it together with manufacturers.

A carefully calculated balance of pile and grooves

Is there a secret hidden in the depth of the grooves?

The grooved areas are not brushed, and the fabric is actually thinner in those parts. Consequently, the more grooves it has, the lower the heat retention will be. However, if the balance between the grooves and the brush is maintained, it can become warmer than the completely brushed "Shundan" fabric, which is quite intriguing.

As a result, we created multiple patterns of brush and grooves and conducted repeated experiments, leading to the current design. Ultimately, we achieved a heat retention rate of approximately 40%.

Normal "Shundan" has a retention rate of just under 30%, which is still sufficiently warm, but by adding grooves, we have successfully improved heat retention by about 10 points.

What kind of indicator is the heat retention rate?

This is a value obtained by conducting tests that evaluate how well the fabric holds heat (performance of not allowing heat to escape to the outside). A higher heat retention rate indicates that it warms up easily, whereas a lower rate indicates it warms up with difficulty.

Generally, a rate of 20% is considered "warm." With a 40% heat retention rate, this thin fabric is likely unique to "Shundan GRID-TEC."

What innovations have been made regarding comfort?

The "Shundan GRID-TEC" is well-brushed, so I believe there is almost no feeling of clinginess to the skin. The image is akin to wearing fleece directly.

With the inclusion of polyurethane, there is stretchability, making it easy to move, and thanks to our unique pattern design, it has received high praise for its excellent comfort.

Achieving ease of movement through innovative patterns

What about quick-drying properties when sweating?

While it does not feature quick-drying functionality, the fascinating aspect of "Shundan GRID-TEC" lies in the grooves.

As mentioned earlier, we included grooves to enhance heat retention, and with these grooves, we are able to release excess moisture.

In addition to moisture release, it features stretchability for comfort and an anti-static functionality to combat winter's enemy, static electricity.

What scenarios are "Shundan" and "Shundan GRID-TEC" suitable for?

"Shundan" and "Shundan GRID-TEC" are ideal for outdoor activities in the dead of winter or for situations where one needs to stay still, such as watching outdoor sports.

Even in winter camping, the warmth of the Shundan GRID-TEC stands out

On the other hand, for everyday activities, we have a product called "Heat Edit." This product not only provides heat retention but also has moisture absorption and heat generation capabilities along with antibacterial and deodorizing functions. Additionally, it is remarkably thin and lightweight, making it particularly popular with women concerned about bulkiness.

Please share your future outlook.

As mentioned earlier, I believe the entire underwear industry is undergoing drastic changes. Previously, underwear sales revolved around shopping streets found in every town. However, with the rise of GMS, the sales channels have transformed significantly, and now customer demands are diversifying day by day.

In this context, we are focusing on staple products while also creating distinctive items that can cater to detailed requests.

The "Shundan GRID-TEC" features a thumbhole. The "Thumbhole High Neck Long Sleeve T-Shirt," 2,860 yen (tax included)

For instance, the "Thumbhole High Neck Long Sleeve T-Shirt" launched last year allows for warmth retention even when wearing gloves by incorporating a thumbhole in the sleeves. Additionally, this year we introduced new bottom apparel that includes turtlenecks that can cover up to the chin and warm bottoms that go all the way to below the knees.

In the future, we aim to utilize the technologies and concepts used in Shundan for our spring and summer products as well. While they may appear to be niche items, if there is any demand, we will actively pursue their commercialization.