Revamping Comfort and Style: The GOCOCi Brand Transformation and Sales Surge

The Stylish Transformation of the GOCOCi Brand

In a substantial move aiming to cater to modern lifestyle needs, Wacoal Corporation, headquartered in Kyoto, has revitalized its GOCOCi brand. This transformation, which spanned a year from February 2025 to January 2026, resulted in a remarkable sales increase of 117% year-on-year. This surge is indicative of the shifting consumer trend towards comfort without sacrificing style, especially in the daily wear category.

In recent times, the demand for non-wired bras has surged, with 2023 witnessing its market size surpassing that of wired bras. Particularly among 20- to 30-year-olds, the growth has been significant, backed by research from Wacoal showing a steadfast preference for comfort in intimate wear. The market is responding with a trend towards affordable pricing in the 2,000-3,000 yen range, suggesting a ripe opportunity for the non-wired segment to flourish.

With this understanding, GOCOCi's brand renewal embraces the concept of “Enjoying Style as You Please with Non-Wired Comfort,” introducing a fresh visual identity that perfectly aligns with contemporary fashion sensibilities. The brand's commitment to product innovation is embodied in three distinct lines that enhance styling options from a fashion perspective.

The New Fashion-Oriented Line Structure

1. Inner Base

This line focuses on foundational pieces that offer seamless support while remaining discreet under basic tees and casual wear. The adjustable styles, such as bra model CGG271 and shorts PGG271, ensure wearers can enjoy supreme comfort without compromising style. New color releases are scheduled for April, adding excitement to the collection.

2. Mix and Match

Focusing on versatility, this line allows wearers to choose bras that look stylish whether they are seen or not. The range includes styles like CGG233 and shorts PGG135, and emphasizes optimal flair for any outfit. This season's colors and styles push the boundaries of traditional underwear.

3. cooomy.

Launching with the Fall/Winter 2025 season, this innovative line aims to erase the boundaries between lingerie and outerwear. Styled to be worn as trendy pieces, the items such as the halter tops are perfect for layering, reflecting GOCOCi’s vision of creating a borderless wardrobe.

Responding to Evolving Customer Needs

Looking ahead to the Spring/Summer 2026 season, GOCOCi plans to expand its offerings to include more functional products tailored to diverse consumer requirements. With high cotton blend ratios for enhanced comfort and innovative designs that address underarm coverage, the brand is set to deliver products that meet consumers' desires for both style and practicality.

To further engage their audience, GOCOCi will introduce exciting initiatives, including collaborations and pop-up events. A flagship event at BEAMS stores, supervised by BEAMS CREATIVE, will take place in April 2026. This event will serve as a pivotal moment to connect with new customers who share a passion for fashion.

POP UP Event Details

The GOCOCi pop-up will debut at key locations in Tokyo and Osaka:

- Shinjuku: April 16 - April 26, 2026
- Umeda: April 16 - April 26, 2026

During this event, customers can follow the GOCOCi official Instagram for exclusive giveaways, such as original stickers and unique accessory pouches with purchases.

A Fresh Take on Underwear

Embodying its motto of “Style in Comfort”
, GOCOCi intertwines functional values with much-needed fashion appeal. The brand's diverse range allows customers to play with fashion in a whole new way. By integrating functionality and style, GOCOCi remains poised to redefine the future of lingerie, making comfort an integral part of fashion.

With rapid growth and innovative designs, GOCOCi reaffirms the belief that style can be enjoyed with unparalleled comfort, exciting fashion enthusiasts everywhere.

For more information, visit the GOCOCi official website and check out their stylish updates on Instagram.