#Japan #Tokyo #Men's Health #LUNDATTE #Chouii Pants

Innovative Men's Underwear for Health

In a pioneering move for men’s health wear, the Japanese brand LUNDATTE has launched its second edition of ‘Chouii Pants’ (腸いいパンツ) as of October 15. These unique high-waist boxer shorts aim to protect men’s bellies, addressing an overlooked aspect of health in men’s fashion. Following the remarkable success of their first edition, which sold out, LUNDATTE is passionate about creating an enduring culture of caring for one’s gut.

Addressing a Rising Issue

It is estimated that one in seven adults in Japan struggles with gut-related issues, amounting to nearly 12 million people. With the seasonal shifts known to disrupt gut health, there has been a stark absence of underwear designed specifically for men that caters to this need. LUNDATTE is breaking barriers in a largely uncharted market by offering stylish and functional solutions that help maintain warmth and comfort.

Unique Features

It took LUNDATTE three years to develop the Chouii Pants, which employ advanced local craftsmanship. These boxer shorts stand out due to their seamless, reversible design that uses no waist elastic, ensuring comfort without compromising aesthetics. This innovative approach supports a genderless fashion agenda, making it an ideal choice for a diverse range of consumers. The first edition not only resonated with those seeking comfortable loungewear but also gained popularity among sports enthusiasts, successfully transitioning into leisure and active wear.

Creative Color Combinations

For the second edition, LUNDATTE has introduced playful color combinations: a deep purple interspersed with vivid yellow dubbed ‘Yakiimo’, alongside a mellow chocolate brown paired with mint named ‘Chocolate Mint’. The brand’s philosophy is rooted in delivering small joys and vibrant energy through unseen underwear, allowing wearers to express their personality.

Customer Testimonials

Feedback has been overwhelmingly positive:

• - “There's no tightness, making them comfortable enough for all-day wear. My tummy feels warmer, and I noticed an improvement in my gut health the next day!”
• - “The stretchability is impressive, making them suitable for sports. They feel like men’s yoga wear, making them great for casual outings too!”

Such endorsements highlight LUNDATTE’S commitment to enhancing male well-being through thoughtfully designed products.

Media Recognition

The impressive features and unique design of the Chouii Pants have caught the eye of various media outlets, including Nikkei MJ, TV Tokyo's ‘News Morning Satellite’, Nippon TV's ‘DayDay.’, and the magazine ‘Tarzan’. The innovative structure has secured a design registration, with a patent currently pending.

Future Outlook

As part of its strategic plan, LUNDATTE is not only solidifying its domestic e-commerce presence but also exploring North American and European markets, particularly following surveys in New York and Toronto. Their ambition is to solidify the culture of protecting one's belly as a new global standard.

Product Details

• - Product Name: Chouii Pants
• - Colors: Yakiimo (purple and yellow), Chocolate Mint (brown and mint)
• - Sizes: M / L / XL
• - Price: 8,320 yen (tax included)
• - Pre-sale Start Date: October 15 on the official website LUNDATTE
• - Shipping: Begins in early December

As a brand that focuses on ‘Gut Health x Fashion’, LUNDATTE aims to revolutionize the men’s underwear market by combining comfort, innovation, and health-oriented designs. They are committed to expanding their influence, particularly in North America, while promoting a healthier lifestyle among men around the world.