LifeWear by Uniqlo

Uniqlo made its name in innovation, in refusing to operate like other brands. Starting with same-day denim tailoring, free with every pair of their rainbow-spectrum jeans, they quickly moved into competitively priced cashmere and highly technical fabrics. They were so focussed on meeting their customers’ real-time needs – the HeatTech range was developed because “The world needed a better solution to the cold” - that fans of the brand inevitably became vocal ambassadors.

So when they revealed their new LifeWear concept, it signalled the start of something big.

Rather than changing styles to keep up with seasonal trends, LifeWear will simply be updated and refined as Uniqlo develops new fabrics and technologies. Design Director Naoki Takizawa compared the idea to Apple’s iPhone updates in a Business of Fashion story earlier this month – cementing the brand’s reputation as one which is more concerned with developing new technology than mimicking runway trends.

“You feel it as you slip them on. So comfortable, so right, so you - clothes that are who you are and where you are going. LifeWear. Clothes for a better life for everyone, every day.”

LifeWear might be the total opposite of fast fashion, but style hasn’t been forgotten. Presented to the press this year on an army of mannequins styled by Nicola Formichetti, LifeWear covers both essentials (cashmere v-necks, Uniqlo’s signature jeans) and more youthful pieces (denim collared shirts, printed leggings). It’s a new name, and a simple way of explaining what Uniqlo does, but the prints, silhouettes and fabrics are all familiar – they’re the latest update on an already winning formula.




Images from www.uniqlo.com