Why Is Stationery Maker Pilot Making Clothes? The Philosophy Behind "YUDANGI," 100% Wool Everyday Wear

PILOT Corporation, a writing instrument manufacturer with over 100 years of history, launched "YUDANGI," a 100% wool everyday wear brand, last year.

How did the technology and philosophy honed through pen making blossom in the field of apparel? Through an interview with Yoshiko Iguchi and Yukiko Iwasaki from the company, we explore the thoughts behind the concept of "Yudan" (carefree relaxation) and the background of craftsmanship looking toward the future of clothing.

Why Is a Pen Maker Making Clothes? Clothing for Creativity Born from "Yudan"

In 2022, PILOT Corporation unveiled a new corporate purpose: "Connecting people and creativity." To create new value beyond its traditional boundaries after supporting people's writing through stationery for over a century, the company established PILABOT, a laboratory for future creation.

Surprisingly, the very first project born from this laboratory was clothing, says Iwasaki.

"Just as almost no one has never used a pen, almost no one has never worn clothes. Because we have been making products so close to people's lives, we wanted to take on the challenge of another everyday staple. 'YUDANGI' started with a simple question: What kind of clothes could connect people with their creativity?"

The project began by taking a fresh look at our daily lives. Work, household chores, parenting, personal time—we wear many hats and choose clothes to suit each scenario. What if there were clothes that seamlessly fit any situation, taking the stress out of deciding what to wear?

Even after choosing what to wear, minor daily stresses remain hidden. Iguchi, who led the brand launch, counted how many times she rolled up her sleeves in a single day. The count reached an astonishing 43 times. Rolling up sleeves for work or chores, then fixing them when they slide back down—while each motion is minor, repeating it builds up subtle stress.

This realization led to the conviction that "a comfortable level of relaxation is essential for creative time." It is precisely during moments of "Yudan"—times of letting down one's guard and relaxing—that free ideas flow. If clothes were comfortable, fit any setting, and looked beautiful, people could lead more creative everyday lives. YUDANGI was born from this exact idea.

The Answer Is Wool: An Encounter That Challenged the "Winter Fabric" Stereotype

As planning progressed, the ideal material YUDANGI arrived at was wool. Guided by her personal philosophy of "wanting to live without burdening the planet," Iguchi was exploring natural material possibilities instead of synthetic fibers.

The turning point came when she encountered The Woolmark Company at an exhibition, where she discovered wool's remarkable functionality. Often described as "wearable air conditioning," wool excels in temperature and moisture regulation while also offering stain resistance, odor resistance, and flame retardancy.

Iguchi intuitively felt, "This is it." The odor-resistant property, in particular, was something she experienced firsthand.

"The T-shirt I'm wearing right now actually hasn't been washed in six months. If I hang it up at home, it doesn't smell at all the next day. I fully understand why mountaineers rely on wool base layers in harsh conditions. This odor resistance provides a huge reduction in daily stress."

Discovering wool as a natural functional fabric expanded the horizons for YUDANGI.

Beautiful Even When Relaxed: "Invisible Design" in the Details

The concept of "Yudan" is subtly woven into details that might go unnoticed at first glance.

For example, the cuffs of the "Gathered Shirt" feature elastic ribbing instead of conventional cuffs. Because the sleeves stay put without slipping down, wearers maintain graceful movements without ever having to do the "43 sleeve-rolls."

"I think our backs are where we tend to let our guard down the most. We thought that if people could feel confident about how they look from behind, they would feel much more at ease," says Iwasaki.

As she explains, YUDANGI shirts feature a distinctive back design. By using more than twice the amount of fabric of a standard shirt to create rich gathering, the garment refrains from clinging to the body's contours even when bending over, creating an elegant drape.

Supporting these designs is a premium 100% wool fabric. The woven fabric uses extra-fine wool yarn known as "SUPER100," while the smooth knit fabric uses "SUPER120." By eliminating wool's signature itchiness, it achieves a smooth, comfortable feel that is pleasant even directly against bare skin.

Return to the Earth, Don't Throw Away: Designing How Clothes "End"

YUDANGI's approach to craftsmanship looks ahead to what happens after clothes serve their purpose. Wool is decomposed by microorganisms in the soil and eventually returns to nature. The nitrogen generated in this process even serves as nourishment for plants. Learning this fact inspired Iguchi and Iwasaki to take on a new challenge: designing how clothing "ends."

Unveiled in June this year alongside their kids' line, the undyed "Kinari" series highlights wool's natural color to eliminate the chemical environmental burden caused by dyes.

Tags and sewing threads, which normally use synthetic fibers, are also made of 100% cotton. By ensuring the entire garment is made from 100% natural materials, it can be safely returned to the soil.

Initially, YUDANGI did not put sustainability front and center. Their priority was for the garments to be embraced simply as "comfortable, wonderful clothes that allow you to relax." However, when creating a kids' line for the next generation, they felt it was important to convey the philosophy behind their brand.

Iguchi speaks of his hopes that consumers themselves will play an active role in the circular economy, rather than relying solely on corporate-led recycling initiatives.

"Instead of asking us to collect the clothes and process them, we want consumers to choose to bury the garments in the ground with their own hands and return them to the earth. We believe fostering that sense of personal initiative is deeply important."

Fabric scraps generated during production are sent to specialized contractors to be upcycled into organic fertilizer. These scraps of clothing become nourishment that fosters new life.

Pilot's corporate DNA as a pen manufacturer—pursuing products that "last long" and "reduce user stress"—is alive in every detail of YUDANGI. Beyond making time spent around clothing effortless, it creates mental space as well. Born from the concept of letting one's guard down ("yudangi"), YUDANGI offers a new kind of everyday wear that unlocks the wearer's creativity.