All the rage in Japan are several hot-selling lines of women’s loincloth underwear, or "pendre shorts."
These undies are a modern take on the traditional white loincloths worn by Japanese men in the old days known as "fundoshi." However, the new styles are decidedly more feminine and available in a myriad of colors and patterns.
"Cool," "easy" and "comfortable" are words used by retailers to describe the undies, which are elastic-free. They consist of a long, rectangular cloth with tie straps at one end. After the straps are secured around the waist, the cloth is pulled from the rear to the front, then wrapped around the front straps and draped down.
Pioneering the trend is Une Nano Cool, the Japanese subsidiary of lingerie company Wacoal, which is marketing the loincloths under the name "Nanafun" along with matching bras. Numerous online Japanese retailers, such as the Love Supplement, are also selling lines of pendre shorts. Several retailers claim that sales have increased ten- and twenty-fold during the past year.
Will the trend catch on with women in other countries? It may be too early to say, but Tarzan would surely be in his glory.
Nanafun
Love Supplement
Female Loincloths
Underwear Tarzan Would be Envious Of Is Hot In Japan
Trend Themes
1. Modern Loincloth Underwear - The trend of modern loincloth underwear for women is spreading, marked by open opportunities for disruptive innovation in fashion and apparel industry.
2. Comfort-oriented Apparel - The trend of elastic-free, easy, and comfortable apparel items is gaining traction, which indicates ample scope for innovation in the fashion industry.
3. Japanese-inspired Lingerie Designs - An extensive market in Japan has been created for the fusion of Japanese and Western apparel designs, opening up avenues for innovative e-commerce companies to tap into this trend.
Industry Implications
1. Fashion and Apparel Industry - The fashion and apparel industry could leverage the trend of modern loincloth underwear for women by exploring sustainable materials, ethical supply chain practices, and inclusive sizing options.
2. E-commerce Industry - The e-commerce industry could benefit from the increasing trend of Japanese-inspired Lingerie Designs and innovative product launches by developing innovative strategies to promote cross-border e-commerce transactions, capitalize on virtual dressing, and leverage social media marketing.
3. Intimate Wear Industry - The intimate wear industry could leverage the shifting preferences of modern consumers towards comfort-oriented apparel by prioritizing investments in sizes and shapes that cater to diverse body types and experimenting with innovative materials and design strategies for greater sustainability and customer loyalty.