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2024.11.02
RESEARCH

Back to 100% Cotton! What Makes MUJI's "Warm Cotton Innerwear" Different?

#MUJI
#Innerwear
#Warm Cotton
#Underwear
#Cold Protection
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Previously, I introduced "Cool Cotton Innerwear" as a hit product for summer from MUJI. At that time, what became clear was the overwhelming trust in "cotton". And now, this season, the winter item "Warm Cotton Innerwear" has been updated, with the phrase "This year, it's 100% soft cotton" being promoted.
"100% Cotton." This truly reflects the company's philosophy and is what consumers expect the most. Therefore, we spoke with Iori Takagaki from the Clothing & Goods Department and Ryo Oyamada from the Production Development Department to discuss the power of "cotton" and the appeal of "Warm Cotton Innerwear."
PROFILE
Iori Takagaki

Ryohin Keikaku Co., Ltd.
Clothing & Goods Department Innerwear Manager

PROFILE
Ryo Oyamada

Ryohin Keikaku Co., Ltd.
Production Development Department

Conveying the Excellence of Cotton

Can you tell us about the background of the development of Warm Cotton Innerwear?
TakagakiWe started selling heat-generating innerwear in 2011. At that time, we had about five types, but we couldn’t grow them into items representative of MUJI's seasonal innerwear. So, in 2022, we decided to sell the "Warm Cotton Series" as our flagship product for fall and winter innerwear, shifting the focus to conveying the excellence of cotton.
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