The story of Wacoal in 10 questions
1940-50's
BIRTH OF WACOAL
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Why the founder Koishi Tsukamoto
wanted to "make women beautiful"?
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1946
At the end of the Second World War, Koishi Tsukamoto creates Wacoal business,
With the idea of "making Japanese women beautiful".
"The fact that a woman is alive naturally gives him the desire to be beautiful.
But in a period of war, you can not survive, unless they abandon the hope of wanting to be beautiful.
That's why at the end of the war,
The desire to make beautiful a woman quickly arose in me ... "
In a time when Japanese female fashion changes considerably, towards an increasingly western style,
Koishi gradually creates female underwear that Japanese women did not know yet.
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1950
"No 101": the first warm bra
This bra arrives as a fashion product that shapes the bust well
And beautifully draws the silhouette. The arrival of the electric sewing machine
allows to perform a production in series.
Bras quickly become female objects indispensable in Japan.
WACOAL Opens his first department store in Kyoto.
Why Wacoal organized underwear shows in 1952?
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1952
The first "underwear show"
At the time no one really knows what a bra, the big challenge of the decade
For Wacoal is to get small to publicize its products.
To reach the public and make him understand the interest of the bra,
Wacoal thinks the best is to show the "live" underwear, on real models.
Multiple Wacoal Then the parades, enclosures and representations.
Wacoal advertisements in newspapers
Wacoal also deploys advertising in newspapers and magazines.
And gradually The bra normizes.
Thus the year 1956 was called "boom of primary underwear".
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1956
Wacoal, which proposed so far only bras and corsets,
launches First night clothes.
1960's
Domination of the Japanese market
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The 1960s mark the rise of mass consumption. Interest for fashion grows!
With already more than 800 employees, Wacoal is essential as one of the leading manufacturers
of female underwear in Japan.
Why are thousands of women spent by Wacoal's laboratories?
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1964
Creation of the Wacoal Human Sciences Institute
The goal is toStudy the silhouette of women in depth.
The institute will perform anthropometric measures on thousands of Japanese
to develop attractive products. This quickly allows WaCoal to establish relationships between underwear and body.
Wacoal can then imagine new models more adapted to the woman's body.
What is the ancestor of Wacoal ducts?
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1965
The beginnings of clothes sheathing
Wacoal meets the concerns of Japanese women by inventing the Girdle tummy sheath,
with the particular technique of diamond seam and the application of spandex,
A revolutionary elastic fiber.
This sheath is imagined to sculpt the hip, and maintain the belly with a special diamond-shaped design.
These are the First sheathswear !
With spandex, flexible and elastic, bras are now more enjoyable
And stretch materials are gaining popularity.
1970's
Wacoal becomes number 1 of lingerie in Asia
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Wacoal stands up in several Asian countries until it quickly become
Number 1 of the lingerie.
Seamless cuts, Skin color underwear, Boutures with nearby closure ...
Wacoal continues to innovate.
Fashion is becoming more important and wacoal strives to invent
Practical, but also aesthetic underwear.
And sales explode ...
How Wacoal has managed to fight
The female movement no bra
("No bra")?
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1970
Starting the seamless bra
Beginning of the movement "No Bra" largely followed in the United States.
Wacoal managed to get around this threat thanks to the model Seamless Cup Bra and Lenneness, an invisible seamless bra with clothes!
This one knows a huge success.
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1970
Burial of the Wacoal capsule
The founder Koichi Tsukamoto burst a temporal capsule. Who is he in? It will wait 30 years to know ...
RDV in the year 2000!
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1978
Launch of the hook bra in front
What does the new Wacoal logo mean
Created in 1979?
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1979
Fashionable flower
Forgot the clover symbol, used until then!
Wacoal renews its brand image and changes logo. The brand becomes symbolically
"Flower of fashion"
With a modern logo that we always know today.
1980's
Wacoal to conquer the USA
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How does the Wacoal brand seduce the American public
In the 1980s?
Wacoal opens selling rays in department stores in the USA.
The Japanese brand quickly seduces thanks to the High quality lingerie never seen in America,
but also thanks to the presence of Attentive and experienced sellers On each cornershop.
The level of advice and the quality of the customer service pleasant a lot to the American public.
And Wacoal continues to innovate.
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1981
Launch of the shape pants
Faced with the success of jeans with women, Wacoal launches "Shape Pants":
Very design tants declined in 17 colors!
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1986
Launch of "Sophiebra Echo E"
Wacoal launches a bra with memory memory alloy who knows a huge success
thanks to its softness and comfort.
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1988
Wacoal has 700 stores in the USA
1990's
Wacoal: a global company
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While development in Asia and the US is still growing fast,
Wacoal extends in other countries of the world.
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1992
Wacoal arrives in France
With a first office in Paris, Wacoal is the first Japanese manufacturer of underwear to enter France.
Wacoal opens a store in the Galleries Lafayettes.
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1993
Spring Store
Wacoal installs a shop in the department store in Paris.
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1999
launch of the rib egrontine
It's the official debut of the iconic Eglantine Collection, a best seller.
Formidable composition mixing elegance, maintenance and comfort, Eglantine still exists today
and has been declined in more than 20 colors.
2000's
A new century for women
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What is Wacoal's ambition for 21second century?
Wacoal is convinced: the 21st century will be women.
The company wishes more than ever to continue Understand the feelings of women, help them flourish and sublimate their beauty.
That contained the temporal capsule Wacoal
buried in 1970?
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2000
The Wacoal Capsule is underside
The temporal capsule, buried in 1970 by Koishi Tsukamoto, finally emerged from the ground!
We discover a message in which the founder of Wacoal described his dream:
"... Wacoal continues to innovate using advanced technologies,
But also that the brand has a positive impact on society and women. "
Wacoal could welcome himself to actually prolong the dream of koichi
keeping the original values of the company.
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2009
Wacoal launches into the shearing lingerie
Wacoal is one of the great experts in the shearing lingerie and proves it now on a large scale.
Today, Wacoal offers Galbent underwears absolutely unavoidable.
The Shapewear movement is now widespread and taken up by all major lingerie brands with sheaths, bodies ...
What a great reward has received Wacoal
in Paris in 2018?
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2018
Wacoal: Creator of the Year
International Lingerie Fair, Paris, 2018:
Wacoal receives the Eurovet price of the creator of the year. This award rewards Wacoal for its ability to repel
constantly the limits of creativity, based on new technologies
and the most recent textile advances.
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Find all the Wacoal collections,
Innovative lingerie serving women on Lingerie Sipp!