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Last Updated: 2013.03.19

UNIQLO Launches AIRism as a Strategic Global Brand

"Comfort Unlimited, in Any Season, for Any Person, Anywhere"

UNIQLO CO., LTD.
to Japanese

March 19, 2013, Tokyo, Japan -- UNIQLO today announces the global launch of AIRism, its new brand of highly functional underwear. Under the catchphrase "comfort unlimited," UNIQLO is extending AIRism to its home market of Japan, increasing the product lineup by more than 70% and launching a major marketing campaign across the 13 markets where it currently operates stores.

AIRism is created in accordance with UNIQLO's drive to continually offer innovative clothing to transform the lives of customers around the world. With AIRism, UNIQLO will deliver "comfort unlimited, in any season for any person, anywhere." Featuring the latest Japanese fiber technology, AIRism offers incredible comfort, winning accolades from UNIQLO customers in international markets where it debuted in 2012. The high performance fabric offers a total of eight comfort-enhancing features across men's and women's lines. They include UNIQLO's DRY and odor control functions as well as the ability to quickly absorb and release trapped moisture and stay cool to the touch.

Marking AIRism's global launch, UNIQLO plans to roll out a huge lineup of some 320 different items of great underwear this year, up from last year's lineup of 190 items. AIRism underwear is already available both online and at UNIQLO locations worldwide, with many more designs set to arrive over the coming months. This single garment will change the lives of people everywhere.

New AIRism Delivers Cool Comfort as Light as Air

AIRism succeeds UNIQLO's highly successful Silky Dry and Sarafine lines developed around the innovative concept of using ultra-fine fibers to regulate the circulation of the air trapped inside clothes. This innovation created garments that felt so light and soft to the skin that wearers forgot they were even wearing them. AIRism builds on this legacy, delivering supremely comfortable underwear with a texture that feels both soft and smooth on the skin, is cool to the touch and features UNIQLO's DRY function to quickly absorb and dry away perspiration. With AIRism established as a global strategic brand alongside the HEATTECH innerwear line for fall and winter, UNIQLO is now able to offer year-round comfort to customers around the world.

AIRism Endorsed by Novak Djokovic and Internationally Acclaimed Ballerina Polina Semionova

AIRism has received a ringing endorsement from Novak Djokovic, the world's No. 1 men's professional tennis player and UNIQLO Global Brand Ambassador since May 2012. Mr. Djokovic, who wears AIRism for match play, praises the line's comfort and fit: "The fabric always stretches to fit my most strenuous moves. With this on, I can concentrate on my game. That was a new discovery for me." UNIQLO is sharing Mr. Djokovic's excitement about AIRism with the world through a global marketing campaign featuring TV commercials, print and online advertising, that will run in the 13 markets where UNIQLO currently has stores.

Debuting March 20, the campaign will also feature the world renowned classical ballet dancer Polina Semionova. A star of Germany's Berlin State Opera for ten years, Ms. Semionova is now a principal dancer for the American Ballet Theater in New York.

AIRism images

Regulation of the Moisture Trapped Inside Clothing Enhances Comfort

As temperatures and humidity rise in spring and summer, many people choose to avoid wearing an item of underwear to try and keep cool. However, wearing a single layer of clothing does not relieve people from the discomfort caused by perspiration and the moisture trapped inside clothes. By contrast, wearing just one item of AIRism underneath outerwear regulates moisture inside clothes, keeping wearers comfortable even on hot and humid summer days.

AIRism: Designed to Suit the Different Needs of Men and Women

AIRism for Men:
Made from ultra-fine fibers, AIRism for men is both amazingly smooth on the skin and snug-fitting without ever feeling constrictive. AIRism garments are so silky to the touch and comfortable that it is easy for people to forget that they are wearing them. They are made with a revolutionary fabric that combines a light and sheer quality with the ability to quickly absorb and dry away perspiration. AIRism also features a highly effective anti-bacterial, anti-odor function as well as an odor control function keeping wearers feeling fresh and comfortable. All these qualities make AIRism a great choice for men.

★ New with AIRism
• For the global launch of AIRism, UNIQLO has added new colors and patterns to double the size of its men's range to about 100 items, offering more choice to the growing number of customers who wear more than one layer.
• For the 2013 line, UNIQLO has reworked the stitching, adding flat seam stitching to enhance comfort.

Additionally, UNIQLO has used finer fibers for the fabric in this season's line to minimize any friction between the fabric and skin, resulting in an even softer feel.

AIRism for Women:
UNIQLO created the women's AIRism line to free women from the discomfort of perspiration and the chill factor associated with air conditioning. These items are made from innovative fabric that combines breathable cupro fibers, produced by top materials manufacturer Asahi Kasei, and micro nylon, made by leading textile maker Toray. Cupro fibers reduce buildups of moisture trapped under clothing, keeping wearers dry and comfortable at all times.

★ New with AIRism
• For the global launch of AIRism, UNIQLO has added an odor control function to women's lines to meet the needs of the increasing number of women leading fast-moving, stressful lifestyles who are concerned about body odor.
• For 2013, UNIQLO has added new designs such as floral and polka dot prints to its great women's lineup to offer customers more layering options. This year's selection features 200 different items, 140 more than last year.
• This season, UNIQLO has added new Camisoles featuring lace details as well as a wider range of stylish Bra Tops.

UNIQLO has also added AIRism for kids from this season.

AIRism's Eight Comfort-Enhancing Features

Men'sWomen'sKids
Moisture absorption and releaseFibers that breathe and wick away trapped moisture
DRY (fast absorption and drying of perspiration)Fabric that quickly absorbs and dries away perspiration
StretchThe fabric stretches for a snug fit
Anti-bacterial, anti-odorThe material minimizes the growth of odor-causing bacteria and limits perspiration-induced odor and more
Odor controlSpecial fabric processing ensures the sources of odors, such as perspiration, are absorbed and neutralized
NEW
Heat releaseThe fabric quickly releases body heat
TextureUltra-fine fibers that feel soft and smooth on the skin
Cool to the touchKeeps the wearer feeling cool and fresh

 

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