2025.09.04THU
Protecting You from Danger, the Full Reflector Brand Using Retroreflective Materials, 'VEER Product by KiU': World Party, Inc.
World Party Co. Ltd., seller of rain goods, has released the rain gear brand 'VEER Product by KiU' (often stylized 'V EER'), which uses retroreflective materials.
The products of this brand are full reflector items that combine water repellency, waterproofing, and visibility.
In recent years, we have seen a spread of "phase-free" products that are useful not only in everyday life but also in emergencies. What concept did the company's 'VEER' brand come from?
This time, we talked to Yuta Katsuura of the KiU Business Department at the company, who was in charge of developing the brand, about the reasons for starting the brand, the characteristics of the products, and future developments.
The Birth of 'VEER'
The company's brand 'KiU' is celebrating its 10th anniversary this year, selling rain goods for outdoor festivals and events, as well as products collaborated with many musicians.Although 'KiU' is designed to be unisex, with free sizes and other designs, actual sales are said to be dominated by women in their 30s and 40s, accounting for about 60%.
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