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What Makes "HOTMAGIC Kiwami" the Warmest in GUNZE's History Different from Other Winter Innerwear?
Winter is approaching, and the season requiring effective cold protection is upon us. To safeguard our bodies that are sensitive to cold, warm innerwear is essential.
Amidst this, GUNZE's "HOTMAGIC" boasts warmth equal to that of seven layers of typical innerwear. What is the secret that makes this possible?
This time, we had a conversation with Takashi Hiwa, the manager of the marketing group at GUNZE, and Shiori Mizuno, the planner in charge of "HOTMAGIC," to hear about the behind-the-scenes of the development, the technology that made this warmth a reality, and the thoughts put into the product.
PROFILE
Left: Takashi Hiwa, Right: Shiori Mizuno
Takashi Hiwa
Apparel Company, Sales MD Headquarters, Product Planning Department, Marketing Group Manager
After joining GUNZE in 2008 as a new graduate, I was engaged in new business development and ODM sales for seven years. Afterward, I worked on the promotion of legwear and in-house product planning, and have been in my current position since April 2023. I am responsible for marketing strategies for the large new brand "Acedron" set to debut in spring 2024.
Shiori Mizuno
Apparel Company, Sales MD Headquarters, Product Planning Department, Innerwear Group
After joining GUNZE in 2021 as a new graduate, I worked in product design in the innerwear development division. I have been in my current position since September 2023, mainly handling seasonal product planning for HOTMAGIC, COOLMAGIC, and others. I am also responsible for the development of main innerwear products for "Acedron."
"Comfort" is the Keyword
Can you tell us about the development background of HOTMAGIC?
HiwaThe innerwear and undergarments we handle are significantly influenced by trends in the fashion and sports industries.
In the case of HOTMAGIC, the turning point was when functional fibers developed by sports equipment manufacturers were utilized in the 1994 Lillehammer Winter Olympics. The industry began to pay attention to functional fibers because they provided clothing that performed excellently in severe cold.
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