Proposing Clothes for Short Men by UNITED ANTS: An Intimate Social Media Strategy

In today's society, which emphasizes diversity, body diversity is one of fashion's key issues. One such issue is the relationship between height and fashion. Tackling this challenge is the brand UNITED ANTS. UNITED ANTS is a fashion brand specializing in fashion items for short men. This time, we spoke with UNITED ANTS representative, Shigeri Otani, about the efforts and prospects of proposing fashion for short men.

Targeting Men Under 168cm Based on Personal Experience

Please tell us about the brand's overview and the background of its launch.

UNITED ANTS is a brand launched in January 2021 that manufactures fashion items targeting short men under 168cm tall.

In October 2020, we conducted a crowdfunding campaign through CAMPFIRE, and our flare pants for short men became a hot topic, leading to customer acquisition. After that, we launched our official online site in January last year.

Can you tell us why you targeted men under 168cm in height?

I have been short since childhood and am currently 162cm tall. When I became interested in clothes as a high school and university student and went shopping, I often found it difficult to find clothes that fit me. That experience was one of the factors that led to launching the brand.