"There are days when I don't wear a tie, but there are no days when I don't wear pants."

Listening to the story of Shiro Nogi, CEO of SIDO, who invented and made a hit out of "bandage pants" that are not constricting, are highly breathable, and offer an excellent fit, makes you realize just how important those seemingly obvious things are.
Three colors of botanical print short boxer shorts (closed front) from the brand's first "bandage pants that you can wear on a date," made using the world's first bandage fabric "HOHTAI®," are now available for pre-sale at Isetan Shinjuku Store, Men's Building B1F = Men's Underwear, Nightwear, Socks. We spoke with Mr. Nogi about the new products, which are designed with a focus on fashion.


What does a pants expert consider to be the ideal pair of pants?

"If there are 100 people, you need 100 different pairs of underwear; everyone has a different idea of what their ideal pair of underwear should be," says Nogi. Since its debut in 2006, Bandage Pants has gained many fans with a concept completely different from TOOT , the leading brand of low-rise boxer shorts.

"What I've noticed while making underwear is that the more professional you become in your field, the more you reach the top, the stronger your commitment to your underwear becomes. There are many pairs of underwear out there that feel good the moment you put them on, but what's important is that you don't even notice you're wearing them until you take them off, and that you don't have to change your position. Bandage underwear conforms to the skin, so once you put them on, you can wear them comfortably without any discomfort until you take them off."

Since the debut of the bandage pants, Ms. Nogi has continued to develop products in collaboration with top athletes representing Japan, and continues to improve them by listening to the voices of leading figures in various fields.


"Bandage Pants" - Variations are increasing based on feedback from people who wear them.

The botanical print short boxer shorts (closed front) that were released in advance this time are eye-catching not only for their high quality, which is achieved by manufacturing in a domestic factory, but also for their stylish design created by Toshimi Onozaki, a textile designer who also works with famous brands.

Nogi said, "We have thoroughly pursued comfort in our bandage pants, so most of the colors are basic. In response to customer requests for 'something cuter, with a more sophisticated design, something stylish for gifts,' we asked Onozaki to create them this time."

Nogi requested that Onozaki design "bandage pants as you see fit, without any constraints." "That's when the floral pattern came to mind," Nogi said. "I couldn't decide myself, so I showed it to Kunitomo, the buyer at Isetan Men's, and he said, 'Please make a prototype,'" so a sample was created.


When they applied a print design to the bandage fabric, the unique white lines of the bandage fabric came through, preventing the print from coming out cleanly and the pattern from showing up properly. When they showed it to Onozaki, he praised it, saying, "Isn't that great! It gives it a vintage feel, which is even better." Nogi laughed as he added that an underwear buyer had said, "I want to sell it right away!"


Stylish pants for men in their 30s and 40s are finally here!

"This time, instead of sticking to our standard basic style, we focused on fashionability. We've taken the front of our best-selling underwear design Isetan Shinjuku Store, Men's Building B1F, and made it slightly lower-rise. Combined with the floral pattern, I think it will satisfy people in their 30s and 40s who are looking for fashionable pants."

When asked why the newly developed waistband doesn't have a brand name, he emphasized, "Every brand puts its brand name on the elastic, but the bandage pants' selling point is the material and comfort, so we want to spread the name of the bandage material. You can't really imagine how good the bandage fabric is just by touching it, so we really want people to try them on."


For those who are so worried about their underwear that they can't perform at their best.

Nogi says that the starting point for product development is when customers say, "I want a product like this," and if they come up with an idea, they make a sample. When asked about the selling points of the bandage pants, she said, "As you all know, even a slight discomfort with underwear can become a source of stress all day long and make it difficult to concentrate. Good underwear is the kind you don't even notice you're wearing, and I believe the role of bandage pants is to eliminate that stress."

So, Mr. Nogi says, "We want to support people who are active and focused on their work, such as salespeople who are out and about all day or office workers who sit all day. The bandage pants aren't meant to be your lucky underwear for seducing women (laughs), but we made them with the idea that they are your lucky underwear for boosting your concentration and improving yourself." He continues, "But these floral pants might actually work for seducing women."

When asked about future plans, he enthusiastically replied, "I want to create pants that don't exist on the market, so I have plenty of ideas, but what I'm currently focusing on is the 'Ninja Council,' which is being promoted by the Ministry of Economy, Trade and Industry and the Japan Tourism Agency in preparation for the 2020 Tokyo Olympic and Paralympic Games. We are working on ninja pants based on the 'NINJA,' which is said to be the ultimate Cool Japan content. We are thinking of creating pants that don't exist anywhere else in the world, so please look forward to that as well."


Sales Manager Takaki Matsubayashi's Perspective : The "Bandage Pants" are already well-known for their comfort, but the new underwear brand "HOHTAI RUGGED STYLE" features designs inspired by art, fashion, and nature, giving each piece a unique look and warmth.
Not only are the products of high quality, but the new brand features completely redesigned packaging, tags, and even the elastic waistband. The logo has also been updated, and the tags are now located on the back, resulting in a highly fashionable lineup with attention to even the smallest details.


"Bandage Pants" Short Boxer Shorts (Closed Front) 4,752 yen each
Colors: Oriental Flower, Blue Ocean, Dark Rose
Sizes: M, L

Furthermore, Isetan Men's Net is currently running a project and series called "We Tried Out XX," featuring SIDO-underwear 's popular "no-waistband" type! Reviewers will be trying out the comfort of the garments.
Please look forward to future updates!

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building , B1F = Men's underwear, nightwear, socks
03-3352-1111 (main representative)