The true story... behind men's underwear in Japan

Dave McCaughan

The Japanese men's underwear market is a category that has developed in tandem with changes in science and society, while remaining true to its core roles: comfort, protection and reducing embarrassment.

The true story… behind men's underwear in Japan

Dave McCaughanMcCann WorldGroup Asia Pacific

From fundoshito fat burners. Men's underwear seems to have come a long way. Japan seems to be a key market for their new functional development. But when you think about it, men's underwear has not changed all that much. For over 10 years, I have been talking about the subject in lectures and industry presentations to illustrate the way in which a category develops with changes in science and society while remaining true to its core roles. In other words, the material, the technology...

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