2025.09.16TUE
SaveHistory
NEW New content added
Members-only content has been added!
Register as a member for exclusive articles and events.
Members-only
2023.05.16
PHILOSOPHY

An Old Kyoto-Based Lingerie Manufacturer Starts Selling Underwear to Address the Concerns of Trans Women: What Led to the Launch of "Alper®"

#Underwear
*The text-to-speech feature is generated by AI,
so there may be errors in the reading.
Copied to Clipboard
ELENE CO., LTD., which manufactures, wholesales, and sells women's underwear and foundation garments, has established the innerwear brand "Alper®" (pronounced in Japanese like the word "opal") aiming to solve the problems of trans women by selling bras and shorts. The long-established lingerie manufacturer founded in 1966 plans to develop half tops and inners for trans men in the future.
Why did they decide to launch a brand that includes transgender people as their target audience? We asked Mikiya Fujii, who is in charge of the "Alper®" brand, about ELENE CO., LTD., the project's inception, the concept, the product features, and the future prospects.
PROFILE
Mikiya Fujii
Mikiya Fujii

ELENE CO., LTD. Executive Vice President
Born in 1978. After graduating from university, he joined the company after working as a system engineer.
After joining the company, he was in charge of production management, planning, and sales. Assumed his current position in 2018.

Deciding to Launch the Project After Hearing the Stories and Concerns of Trans Women

First, we asked about the businesses, services, and features of ELENE CO., LTD.
"We are a company that has been engaged in the manufacturing, wholesaling, and selling of women's underwear for 50 years in Kyoto. With the philosophy of Make The Beauty ‘Fits You,’ we aim to be a manufacturer that sincerely addresses and improves customers' concerns and problems, aiming for a brand that grows together.

This article is for members only.
Please register to read the rest of the article.
Create an account (Free)Login to your account
What you can do with a membership
  • Read members-only articles
    and use text-to-speech.
  • Unlimited article favourites
    and browsing history.
  • Attend members-only events.
  • Get the latest information
    with our email newsletter.
How was the article?
CONCEPT VIDEO
"fashion tech news" Unveils New Logo & Concept Video
PICKUP CONTENTS
Artisan
Delivering content that shares the value of Japanese crafts, linking past to future.
TOP ARTICLES
Dissecting UNIQLO's "HeatTech"! What's the Difference Between Extra Warm, Ultra Warm, & Cashmere Blend Extra Warm?
1

Dissecting UNIQLO's "HeatTech"! What's the Difference Between Extra Warm, Ultra Warm, & Cashmere Blend Extra Warm?

RESEARCH
The Philosophy of a Glass Artist Who Breathes Life into Light & Heat: Jeremy M. Wintrebert
2

The Philosophy of a Glass Artist Who Breathes Life into Light & Heat: Jeremy M. Wintrebert

PHILOSOPHY
The Art of Mizuhiki Knots & Their Meanings – A Traditional Japanese Craft that Conveys the Heart
3

The Art of Mizuhiki Knots & Their Meanings – A Traditional Japanese Craft that Conveys the Heart

KOGEI
What Era Does the Clothing in "The Apothecary Diaries" Represent? Exploring the Unseen World of Hanfu
4

What Era Does the Clothing in "The Apothecary Diaries" Represent? Exploring the Unseen World of Hanfu

CULTURE
Delving into the Allure of the New Balance "998," Which Was Born Just Before the High-Tech Sneaker Boom and Has Garnered Support from Core Fans
5

Delving into the Allure of the New Balance "998," Which Was Born Just Before the High-Tech Sneaker Boom and Has Garnered Support from Core Fans

CULTURE
CONCEPT VIDEO
"fashion tech news" Unveils New Logo & Concept Video
PICKUP CONTENTS
Artisan
Delivering content that shares the value of Japanese crafts, linking past to future.

CATEGORIES
BUSINESSRESEARCHPHILOSOPHYCULTUREBEAUTYINFO
SPECIAL CONTENT
FEATURESSERIESPROJECTSEVENTSARTISANABOUT US
Follow Us
©️ZOZO NEXT, Inc. All Rights Reserved.
fashion tech news is a registered trademark of ZOZO, Inc.
CATEGORIES
businessBUSINESSresearchRESEARCHphilosophyPHILOSOPHYcultureCULTUREbeautyBEAUTYinfoINFO
SPECIAL CONTENT
featuresFEATURESseriesSERIESprojectsPROJECTSeventsEVENTSFind Your Perfect Hasami Ware: A Design Guide for Your Daily LifeARTISANAbout usABOUT US
Follow Us
CONTACT
If you have any questions or enquiries, please enter your details in the form below.
Enquiry item必須

This website uses cookies to enhance user experience and to analyze performance and traffic.
For further information please read our Cookie Policy.