2024.10.15
What Makes "HOTMAGIC Kiwami" the Warmest in GUNZE's History Different from Other Winter Innerwear?
Winter is approaching, and the season requiring effective cold protection is upon us. To safeguard our bodies that are sensitive to cold, warm innerwear is essential.
This time, we had a conversation with Takashi Hiwa, the manager of the marketing group at GUNZE, and Shiori Mizuno, the planner in charge of "HOTMAGIC," to hear about the behind-the-scenes of the development, the technology that made this warmth a reality, and the thoughts put into the product.
PROFILE
Left: Takashi Hiwa, Right: Shiori Mizuno
Takashi Hiwa
Apparel Company, Sales MD Headquarters, Product Planning Department, Marketing Group Manager
After joining GUNZE in 2008 as a new graduate, I was engaged in new business development and ODM sales for seven years. Afterward, I worked on the promotion of legwear and in-house product planning, and have been in my current position since April 2023. I am responsible for marketing strategies for the large new brand "Acedron" set to debut in spring 2024.
Shiori Mizuno
Apparel Company, Sales MD Headquarters, Product Planning Department, Innerwear Group
After joining GUNZE in 2021 as a new graduate, I worked in product design in the innerwear development division. I have been in my current position since September 2023, mainly handling seasonal product planning for HOTMAGIC, COOLMAGIC, and others. I am also responsible for the development of main innerwear products for "Acedron."
"Comfort" is the Keyword
Can you tell us about the development background of HOTMAGIC?
HiwaThe innerwear and undergarments we handle are significantly influenced by trends in the fashion and sports industries.
In the case of HOTMAGIC, the turning point was when functional fibers developed by sports equipment manufacturers were utilized in the 1994 Lillehammer Winter Olympics. The industry began to pay attention to functional fibers because they provided clothing that performed excellently in severe cold.
Previously, innerwear predominantly consisted of cotton, and it was common to enhance warmth by using thick materials like quilting. However, we became capable of ensuring warmth through a completely different mechanism where the fibers themselves generate heat.
We began researching how to achieve a combination of being thin, lightweight, and warm as everyday wear, leading to the birth of HOTMAGIC in 2002.
When Warm Biz started in 2005, I believe we became a pioneer in functional innerwear that could also be worn under dress shirts.
What do you keep in mind when developing innerwear for fall and winter?
MizunoBasically, we prioritize warmth when developing winter innerwear products; however, generally, pursuing warmth can lead to bulky fabrics, which may affect comfort and ease of movement. Therefore, we value incorporating additional functions like "mobility" and "comfort" alongside warmth.
Furthermore, since some people wear them under dress shirts while others wear them for outdoor activities, we have prepared a variety of lineups to cater to various scenarios.
What kind of lineup is offered?
MizunoHOTMAGIC is primarily composed of three major groups.
There’s the "Power of Cotton" group using cotton, the thick "Kiwami" and "Cold-Resistant" tailored for the depths of winter, and the thin "Focused Warmth" group available for ladies that can be worn in the early fall. These products feature seamless cuffs and hems to minimize visibility under outerwear.
How do you differentiate from other manufacturers?
HiwaThe strength of the HOTMAGIC brand lies in its "comfort." Each person may interpret this differently, but what we value is the three aspects of "breathability," "ease of movement," and "skin-friendliness."
The choice of cotton is also to ensure gentleness on the skin, and "Concentrated Heat Retention (集中保温)" targets individuals who experience specific issues like cold shoulders. Furthermore, we offer "Kiwami" for the ultimate warmth during harsh winter periods.
Thus, we believe that every customer has their comfortable innerwear preferences, and our ability to cater widely to those needs is what makes HOTMAGIC strong.
MizunoFrom a technical perspective, the flat design features of cut-off and seamless construction minimize sound transmission in outerwear. For women, layering is common, so overlapping seams can often feel uncomfortable. Even just resolving that issue is a significant benefit for women.
Additionally, the "Concentrated Heat Retention" product mentioned is a long-selling item that can warm up easily chilled areas by knitting moisture-absorbent thermal fibers in a border pattern, focusing heat in those specific areas.
The incorporation of meticulous technical aspects in each product is also a characteristic of HOTMAGIC.
The incorporation of meticulous technical aspects in each product is also a characteristic of HOTMAGIC.
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