Japanese Women Liberation Via the Loincloth

Japanese women are losing tight-fitting underwear in favour of a historically male undergarment – the loincloth.  Traditionally worn by Japanese men before they were fased out by western-style underwear, the loincloth – or ‘fundoshi’ – is traditionally made of high-quality cotton and is white in colour.  Kyoto-based lingerie manufacturer Wacoal is leading the female fundoshi resurgence, having released the product three years ago in a range of colours and patterns, and in recent months, seeing a surge in consumer interest.

Wacoal explains their concept:

The idea is to emancipate women of the tight underwear which use rubber and wires; as well as from the hassels of finding the right size.

We wanted young women to have more freedom and release as we tried to come up with the ultimate liberation item for women, we thought of fundoshi.

[via Sydney Morning Herald]