Hollywood Ranch Market's Long-Selling Item "Stretch Fraise®": The Secret Behind the “Unconscious Classic” that Adapts Perfectly to the Skin

First opened in Sendagaya in 1972, "Hollywood Ranch Market" moved to Daikanyama in 1979. Since then, it has cultivated its own unique culture in a Daikanyama street corner. The staple product "Stretch Fraise®" was created as a T-shirt fabric designed to closely adapt to both the skin and heart of its wearer, and celebrates its 30th anniversary this year.

With a perfect combination of comfort and durability, and continual evolution to this day, what’s the story behind its development, the technical ingenuity involved, and feedback from its users? We spoke with Seirin Corporation, which runs "Hollywood Ranch Market," to revisit its unique appeal.

Born as the “Origin” to Support Stylish Living

"Hollywood Ranch Market" first opened in 1972. It began in Sendagaya as a select shop focused on American casual styles, showcasing USED denim western shirts, chambray shirts, flannel shirts, and more.

After the move to Daikanyama in 1979, the store now centers on original brands like "Hollywood Ranch Market" and "Blue Blue," as well as selected items from around the world.

At the core of the company is a commitment to craftsmanship that supports a “stylish way of living.”

“Through our involvement in clothing, food, and shelter, we aim to provide craftsmanship and services that resonate with people’s hearts, bringing joy and delight to their everyday lives. By doing this, we hope to support those who want to live stylishly.”

Embodying that philosophy, "Stretch Fraise" was born in 1995.

“At first, we developed it as a ‘T-shirt with an underwear feel,’ meant to be worn as innerwear. We pursued a balance of eliminating any discomfort where the fabric touches the skin, providing such a sense of ease and freedom the moment it’s worn that it naturally releases tension, while still maintaining ease of movement and a beautiful silhouette.”

Today, Stretch Fraise is offered not only as innerwear but also as casualwear, such as T-shirts and hoodies. Maybe it’s precisely because it was developed as innerwear that it has become so widely praised for its supple comfort and natural fit.

The Behind-the-Scenes Story of Material Development—Chasing Perfect Comfort

The greatest feature of Stretch Fraise is “a thick, soft fabric with just the right amount of stretch.” What’s the secret to this comfort?

“By using a blend of 95% cotton and 5% polyurethane instead of 100% cotton, we are able to maximize the gentle feel of natural fibers, while realizing solid elasticity that doesn’t feel restrictive.”

For cut-and-sewn items, the orthodox and simple knitting technique called "jersey stitch (plain knit)" is most commonly used. This method results in a thin, light feel, making it a favorite for T-shirts. The knitting is different on the front and back, so the fabric’s appearance changes from one side to the other—the surface looks smooth, while the underside appears rougher.

In contrast, Stretch Fraise uses "fraise knitting (rib knitting)," often adopted for sportswear and innerwear. Both sides of the fabric have identical stitches, making the material slightly thicker than jersey knit, and giving it superior horizontal stretch.

The tightly packed stitches of fraise knitting deliver moderate thickness and a smooth feel. The fabric naturally stretches with your body’s movements, ensuring a superb fit and comfort.

Moreover, because the tension of the stitches on the front and back is different, jersey knit fabrics tend to have curled-up edges, while fraise knitting—with its identical stitches on both sides—is resistant to losing shape and boasts excellent durability.

“For the stitching, we use flat-seamer machines capable of flat sewing. This minimizes overlapping fabric, meaning there are no bulky seams and the finish is so smooth it feels like a single piece of fabric. It’s a technique also used in baby clothes, reducing skin irritation to an absolute minimum, but requiring advanced skills.

"Additionally, flat-seamer machines are difficult to handle, and only a limited number of factories use them. Fortunately, we found a partner factory that shared our vision, and by training staff in machine operation and modifying machine parts, we achieved both outstanding quality and efficient production.”

When it comes to stretch fraise items, the "H" embroidery on the cuffs is also iconic.

This is taken from the initials of "Hollywood Ranch Market," and it was adopted as a subtle accent for each item. Every piece is embroidered in colors that carefully match the body color of the garment.

“We often hear from users that they find themselves reaching for this one without thinking, or that it’s durable and can be worn for a long time. Some families wear it across three generations, and we really feel that the brand has become a natural part of people’s daily lives.”

Changing Times, Unwavering Craftsmanship

It’s been 30 years since the birth of Stretch Fraise. During this time, what users look for in clothing has also evolved. Because the brand has adapted flexibly to the changing eras, Stretch Fraise continues to grow as a beloved classic that hasn't faded for three decades.

“We carefully select our lineup in tune with the vibe of each season and the trends of the time, but we offer a broad range because we want to accommodate every unique lifestyle.”

“In addition to unisex crew necks and V-necks, we offer designs like U-necks and boat necks for women, so customers can choose their preferred style to match diversifying needs. Also, with the recent popularity of oversized silhouettes, we've developed pieces with a relaxed fit, continually evolving our creations.

"We focus on simple and refined designs that aren't swayed by passing trends, which is probably one of the reasons people of all genders and ages love our clothes for the long term.”

It’s not just the lineup that’s evolved. On the technical side, the introduction of an automatic spreading machine has automated the fabric cutting process, which previously relied on manual labor—leading to greater production output and efficiency. We’ve also developed specialized tools to keep the collar shape stable and continue efforts to enhance sewing precision.

And this year, the “New Stretch Fraise” has debuted. Long-sleeve T-shirts, hoodies, and easy pants using this new fabric have already hit the shelves, so what kind of updates were made?

“While we kept the same material as before, we switched the yarn thickness from 30 to 20 count and applied a semi-mercerization treatment (a process that imparts a silk-like luster to cotton threads or cloth).

"The result is a fabric that maintains thickness but feels smooth on the skin and has a subtle sheen. We’ve updated the texture to combine a casual feel with a touch of elegance.”

While preserving the core values of “ease of movement and beautiful silhouette,” Stretch Fraise is set for even further innovation. We asked what's next for the brand.

“At Seilin & Co., guided by the philosophy 'Comfortable Feeling｜Clothing isn’t just an object, but the key to daily comfort,' we’ve been devoted to product development for years.
 
"The iconic product that embodies this vision is the 'Stretch Fraise' series. Our aim is to be a presence that blends effortlessly into day-to-day life—not just for special occasions—with a mission of 'supporting your everyday life with ultimate comfort.' That’s the spirit we pour into each piece.”

“'Stretch Fraise' isn’t just a garment; it’s something that becomes like a part of your body—so comfortable, you find it by your side before you realize, reaching for it almost unconsciously. We want to be the brand that's loved as that kind of 'instinctive staple.'

"Looking ahead, we hope to keep nurturing good manufacturing practices alongside our factories, building trust and creating quality that lasts.”

Under the philosophy of “Comfortable Feeling,” Stretch Fraise has continued to develop over 30 years. The gentle touch the moment you put it on, sophisticated design, and unwavering trust—all of these qualities remain close to our daily lives, quietly offering support, just as they always have.