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UNIQLO to unify innerwear range under AIRism brand
11
Apr '12
UNIQLO announces plans to unify its successful Spring/Summer innerwear lines in 2012 under the new 'AIRism' global product brand. After generating worldwide sales of 54 million units of 'Sarafine' and 'Silky Dry' innerwear since 2007, UNIQLO has identified innerwear for the spring and summer seasons as a strategic product line.

With AIRism, UNIQLO creates a signature brand for Spring/Summer innerwear to match its popular HEATTECH innerwear product brand for Fall/Winter.

AIRism is a new concept in functional innerwear created by UNIQLO for the spring and summer seasons. Made from ultra-fine fibers that regulate the circulation of air, AIRism innerwear feels so light and soft to the skin that you will forget you have it on.

With AIRism innerwear complementing the HEATTECH innerwear line for fall and winter, UNIQLO offers year-round comfort to customers around the world.

As temperatures and humidity rise in spring and summer, many people choose to skip putting on innerwear in an attempt to keep cool. However, this style of dress does not relieve people from the discomfort caused by perspiration and the moisture that is trapped inside clothes. By contrast, wearing just one functional innerwear item underneath outerwear can reduce excess moisture inside clothes, keeping you comfortable even on hot and humid summer days.

UNIQLO has continuously evolved its Sarafine and Silky Dry lines over the years. This year the company has enhanced functionality and expanded product offerings for their debut under the AIRism name in Spring/Summer 2012. Please see below for product highlights.

The Sarafine range offers women functionality as if it were a 'wearable air conditioner'--innerwear that quickly absorbs and removes excess moisture, keeping wearers dry and comfortable. UNIQLO has made cupro yarn used in the fabric 30% finer, which reduces any friction with the skin and delivers a gentler texture that is even smoother to the touch. The company has added a new range of shorts designed to stay dry and reduce the buildup of moisture for optimal comfort. At the same time UNIQLO has increased the range of designs available for some items by adding floral prints alongside stripes and dot patterns.

The Silky Dry innerwear range for men feels so smooth on the skin and comfortable that it is easy to forget that you are wearing them. This season's product lines are made from finer fibers, minimizing friction between the fabric and skin, for an even softer feel. Employing finer material has improved the breathability of Silky Dry innerwear by 180% and their Dry function by 120%.

UNIQLO

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Courtesy: AWI

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