Articles
Achieving the Ultimate “Stress-Free” Experience: YANUK's Top-Line "PREMIUM2" Sets a New Standard for Denim
Recently, with changes in lifestyle, there has been an increase in denim focusing on “ease of movement.”
How was the comfort deemed to be the “ultimate stress-free denim” achieved? We spoke with designer Masahiro Shimada and PR representative Ayaka Makihara from CAITAC INTERNATIONAL INC.
PROFILE
Masahiro Shimada
Designer, YANUK, CAITAC INTERNATIONAL, INC.
PROFILE
Ayaka Makihara
PR, YANUK, CAITAC INTERNATIONAL, INC.
A Decade in the Making: The Ultimate Stress-Free Denim
YANUK was born in L.A. in 2003, during the height of the denim boom.
ShimadaAt that time, premium denim, referred to as high-priced imported denim, was a massive hit, and YANUK was positioned as one of the brands in that realm.
However, in 2008, our company changed its direction in denim production due to a licensing agreement, and it has evolved into a denim brand pursuing designs and silhouettes that better fit the physique of Japanese individuals.
Initially, when the brand started, YANUK was created primarily by female staff.
The perspective and sensibility unique to women in creating denim remain prominent and are a significant strength of the brand.
MakiharaThe charm of YANUK's denim, which transcends gender, lies in its stress-free comfort and beauty of silhouette. Although trends change over time, we consistently seek superior comfort.
Among these, the top-line “PREMIUM2,” launched in 2022, is renowned as the embodiment of the ultimate stress-free denim.
ShimadaIt was born from the desire to create a signature model that I can proudly say is the most comfortable jeans.
While the exact development period is uncertain, it feels like we spent about 10 years on it, continuously connecting various ideas.
The Secret to Incredible Stretch Lies in 2 Types of Yarn
What aspects did you focus on during development?
ShimadaThe waist area. Since the pants only have one point of contact with the body at the waist, if it’s not stress-free there, the overall comfort won’t be optimal.
Therefore, we developed a "waistband that stretches." The fabric fits according to body movement, alleviating any lift around the waist. This feature is one of the key elements in achieving YANUK's flexible wearing comfort.
Could you tell us about the incredible stretch unique to “PREMIUM2”?
ShimadaWhen creating stretch denim, it is common to use stretch yarn in the weft, but in “PREMIUM2,” we also use stretch yarn in the warp, achieving a denim with ultimate elasticity.
For instance, when doing a squat, if it only stretches sideways, pressure concentrates on a small area, but adding vertical elasticity reduces pressure on the fabric, allowing for more comfortable wear.
It’s quite rare to find denim with stretch in both directions. What challenges did you face during development?
ShimadaIndeed, it was quite challenging. Denim fabric is woven over thousands of meters. It is easy to insert stretch yarn in the weft for about 150cm of fabric width, but to stabilize the thousands of meters of warp yarn, high-level technology is required.
Moreover, the most critical aspect of processing is the rubbing tasks, but if the warp yarn contains stretch yarn, it’s difficult to produce a vintage look for the fabric.
It required a significant amount of time to resolve these issues.
It has been three years since “PREMIUM2” was born, and now there are numerous variations available.
ShimadaThrough trial and error, we contracted with "BerBerJin"’s vintage denim advisor, Yutaka Fujihara, to begin development that utilizes stretch denim to create a realistic vintage appearance. Thanks to Fujihara's efforts, we achieved this by combining the latest laser processing technology.
By the way, the name "PREMIUM2" signifies both the meaning of warp and weft, and also embodies the pursuit of “ultimate comfort” and “ultimate appearance,” reflecting a squared approach.
3 Popular Models for Men & Women
What models are currently supported?
MakiharaFor women, it’s "LEA." It features a moderately relaxed straight silhouette, making it popular regardless of current trends or styling preferences. Additionally, the rich array of 10 color options is also attractive.
For men, the signature model has long been "VINCENT," characterized by a tapered silhouette, but recently the classic straight model "BEN," which offers moderate room, and the elegant wide-fit "ROOMY" have gained high popularity.
Where is the factory located?
ShimadaWe manufacture consistently at our own denim factory located in Okayama Prefecture. The procedure begins when fabric arrives at the factory, followed by "cutting," "sewing," and then processing through "washing."
Reflecting Real Voices from Users & the Field
"PREMIUM2" continues its rapid growth; what areas are you currently focusing on?
MakiharaWe are continuously researching which denim silhouettes are desired by the public using social media and marketing research, as well as gathering information from shops and PR departments.
We conduct Instagram Live sessions weekly, during which we receive comments like "I want you to create denim in this style," so we consider such genuine feedback as well.
Moreover, every time samples arrive, female employees try them on multiple times and convey their thoughts from a pure perspective.
Although it may sound self-serving, I believe our female PR staff try on samples more than any other brand's PR team. This leads to a stricter level of judgment (laughs).
Of course, this is all driven by our desire for customers to wear denim that feels comfortable and makes them look great.
ShimadaDuring fittings, if the female staff led by Makihara shares comments like "This part hurts" or "A thicker silhouette would feel more current," the designers make modifications each time (laughs).
We have several fitting staff with different heights and body types, and we incorporate their feedback to repeatedly refine the fit, pursuing the ideal shape.
Finally, what does the future hold for "PREMIUM2"?
ShimadaWhile design trends change every season, the demand for comfort remains constant. We aim to create denim that allows everyone to have a comfortable experience and feel happy while wearing it.
Text by Kei Osawa
How was the article?
Share
Related Articles
