Fifteen years ago, it was, according to one Uniqlo exec, “like the Old Navy of Japan, but not as nice.” Uniqlo didn’t even have a Tokyo store. The best example of a hamburger transformed may be Uniqlo itself. “This will be my gift to you,” he says, with the enthusiasm worthy of a foie-gras burger. “It makes customers happy–and that makes me happy.”īefore I can process the relationship between this CEO’s undergarments and his happiness, Yanai plucks a packet of black boxer briefs from the display. (Uniqlo is in the process of rebranding it “Airism.”) “I wear it every day,” Yanai says. With the Japanese materials-science company Toray Industries, Uniqlo created a stretchy fabric called Silky Dry, a name that pretty much explains how it’s supposed to feel, even when the wearer is Sweaty Gross. ![]() “Our underwear used to just be cotton, but we wanted to see if we could create something out of synthetics,” he says. Then Yanai gets a better idea and zips over to a wall of underwear.
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