Wacoal

Japanese sewing techniques, technological innovation and quality control in manufacturing are among the secrets behind Wacaol’s exceptional reputation for quality and comfort.

Founded by a Japanese Army veteran, Koichi Tsukamoto, the business started out selling crystal necklaces before becoming the first Japanese company to sell bras. The Wacoal brand was launched in 1953 achieving great success in Japan as Japanese women looked to the west for fashion inspiration. From the 1970s onwards, Wacoal expanded into overseas markets.

In 1986, Wacoal released a high-tech “Memory Wire Bra” which allowed the bra to retain its shape in the wash, which became an instant success. The brand’s focus on quality and fit is achieved through such innovations, which continue to the 21st century.