AOKI Launches 'Jakejo Institute' to Support Women Who Wear Jackets!

Aiming at businesspeople, AOKI, Inc. offers a variety of products. According to a survey they conducted, it seems clear some women consider jackets an important item for switching up their mood or portraying their personality.

In response, AOKI has launched the 'Jakejo Institute' ('Jakejo' is short for 'Jacket Joshi', literally: 'Jacket Women'), to provide information to women who use jackets ('#JacketJoshi').

This time, we interviewed Kana Himoto who is in charge of public relations at the company. She shared the reason behind the establishment of the 'Jakejo Institute' and what they plan to communicate in the future.

Sharing Information Based on Survey Columns

First, can you tell us what is important to AOKI when planning and developing products?

What's important to us is planning and developing products that meet customer needs and changes in the times. We conduct research in collaboration with universities to quantify comfort and ease of wear, and develop high-function materials such as washable, wrinkle-resistant, and stretchable, all while planning and developing products that will enrich our customers' lives through fashion.