JAPAN: Uniqlo to rebrand underwear under AIRism brand
Casual clothing retailer Uniqlo plans to unify its spring and summer underwear ranges under the new brand AIRism, after identifying the functional innerwear category as a strategic product line.
The brand will incorporate the existing Sarafine and Silky Dry products. The sarafine range for women absorbs and removes excess moisture, while the silky dry for men feels smooth and comfortable.
Uniqlo says it has generated worldwide sales of 54m units of sarafine and silky dry innerwear since 2007.
A spokesperson for the company told just-style: "The main reason for us to re-brand our Sarafine and Silky Dry lines into the AIRism brand is to seek some consistency with our fall/winter innerwear products, which were grouped under the Heattech product brand."
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