How the Brand "TAION" Transformed "Inner Down" Styling into Its Own Genre

During the cold winter, the coordination of layering an inner down jacket beneath an outer layer has become a recognized genre, establishing popularity as a brand focused on inner down: "TAION."

These days, when people think of inner down, many immediately think of TAION. This brand boasts an unparalleled variety of designs and color options in the realm of inner down worldwide.

This time, we spoke with Hiroyuki Iesaki, who handles press relations at TAION, about the origins of the TAION brand and the philosophy behind its production.

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"TAION started in 2016, and at that time, there were not many brands promoting the style of inner down. Typically, when buying lightweight down jackets from outdoor brands for layering or select shops, the price was around 30,000 yen.

"If we could create fashionable items that were sensitive to trends and at a more affordable price, we believed we could generate a new market. This was the starting point.