Japanese Women Liberation Via the Loincloth

Japanese Women Liberation Via the Loincloth
Innovation
Claudia Cukrov
  • 31 march 2009

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.

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