LUNDATTE Celebrates Its Second Anniversary: Championing Gut Health Through Innovative Underwear

Celebrating Two Years of LUNDATTE

As LUNDATTE proudly marks its second anniversary on December 13, 2025, the innovative underwear brand is transforming gut health awareness into a global standard. Founded by Chieki Kimura in Chuo-ku, Tokyo, LUNDATTE combines essential gut wellness with fashionable designs, focusing on a business model that emphasizes intellectual property rights.

For too long, the prevalent gut issues faced by approximately 12 million people in Japan—equivalent to one in seven adults—were overlooked, leaving individuals with few options to effectively protect their abdominal health in daily life. Many still grapple with discomfort, yet the choices available to them remain shockingly limited, sparking a sense of frustration among consumers.

The Vision Behind LUNDATTE

LUNDATTE's inception was driven by the founder's personal desire to support her brother, who struggles with digestive sensitivities. Seeking comfortable underwear that would maintain warmth without restricting movement, she scoured department stores and online retailers, only to find traditional options like thermal leggings and abdominal wraps. The stark realization hit her: while the numbers suggested a significant need, the market had failed to offer comfortable and stylish solutions for active men.

Motivated by this gap, LUNDATTE set a mission to create innovative underwear that protects the abdomen while providing an appealing aesthetic.

Redefining Everyday Comfort

LUNDATTE's high-waisted boxer shorts, affectionately dubbed "Chō Ii Pants®," emerged after three years of meticulous design and engineering. These revolutionary undergarments are tailored to encapsulate the abdomen without constraining the waist. Users have reported a newfound sense of security, attesting that the absence of tightness inherently protects the belly throughout the day.

By blending the need for comfort with style, LUNDATTE's offerings target the intersection of gut health and lifestyle without compromising either.

A Unique Approach to Underwear Design

Moving beyond conventional styles, LUNDATTE employs a seamless design that shuns waistbands entirely, safely cradling the abdomen from the thighs upward. This innovation alleviates the discomfort typically associated with standard underwear, keeping the garment secure without excessive pressure. This groundbreaking technology tackles the common dilemma of ensuring proper fit while maintaining both comfort and style. Through its continuous trials and adjustments, LUNDATTE has achieved a fabric structure that provides unrestricted movement and fitting—a breakthrough that athletes such as basketball players and runners have embraced.

Building a Culture Around Gut Health

This focus on maintaining abdominal health through everyday wear signifies a paradigm shift; no longer are digestive issues relegated to niche discussions or temporary solutions. By integrating health awareness into daily habits, LUNDATTE aims to mainstream the notion of prioritizing gut health. The goal is clear: to transform wearing supportive underwear into a culturally accepted norm.

Moreover, LUNDATTE understands the importance of safeguarding their technological advancements. The company's approach to intellectual property encompasses not just product design but the underlying philosophies as well. By strategically securing trademarks and design rights, LUNDATTE is ensuring that its innovative vision remains unique and challenging to replicate.

Engaging with Society and Advocating Change

The brand's efforts have not gone unnoticed. This forward-thinking approach has garnered media attention across national television programs, economic segments, lifestyle magazines, and industry publications. Their participation in events addressing societal issues, including the upcoming Osaka-Kansai Expo, further amplifies their message and commitment to fostering dialogue about gut health.

The Road Ahead for LUNDATTE

As LUNDATTE celebrates its two-year milestone, it reflects on how far it has come. However, the journey is far from over. The ambition to integrate abdominal care into daily culture strives toward not just creating functional underwear, but prompting a broader movement that recognizes gut health as crucial to overall wellbeing. LUNDATTE envisions a world where prioritizing gut health is routine—not a special endeavor—starting with a simple choice: wearing good underwear.

Looking forward, LUNDATTE is determined to further reinforce the social significance of gut health through product innovation and continued conversations, steadily building a new cultural norm focused on abdominal wellness.

In a world where every small action counts, LUNDATTE is taking a bold stance by changing underwear—one thoughtful choice at a time.

For more information about their innovative products, visit LUNDATTE's official website.