Chasing the "Unprecedented" for 28 Years: The History of "Coolness that Fits Mind and Body" Passed Down by BODY WILD, Japan's Boxer Brief Pioneer

Gunze Co., Ltd. (Headquarters: Osaka City, Kita Ward, President: Takahiro Oka) will release its LP for "BODY WILD," which has redefined the standard for Japanese men's underwear, as the third installment in a series commemorating its 130th anniversary in August 2026. With gratitude to our long-time customers, we want them to love their products even more by understanding their appeal. With this sentiment, we introduce customer voices and the brand's charm on the LP.

*We are featuring positive feedback from reviews we have received.

The third installment focuses on BODY WILD, which, since its birth in 1998, has continuously proposed new value in the Japanese men's underwear market without being bound by convention. "To create comfortable boxer briefs like never before," and "to constantly pursue new styles." These are the driving forces and the brand's mission as a pioneer that has led the Japanese boxer brief culture.

Behind the unique modification of 3D-forming knitting machines, countless prototypes, and seven years of development for "AIRZ" lie numerous failures, such as prototypes that were "too tight for anyone to wear" or "came off during sleep." Nevertheless, BODY WILD has continued to pursue "true coolness that fits the mind and body," not just superficial attractiveness. Planning, technological development, production, SCM, sales – from each position, people have brought their wisdom to tackle the "unprecedented briefs" of each era.

This is the story of the "will to challenge" that people who seriously faced a single pair of briefs have passed down for 28 years.

1998: The History of Japanese Boxer Briefs Began

Boxer briefs are now commonplace. However, in the 1990s, Japanese men's underwear was limited to briefs or trunks. Then, stylish boxer briefs from overseas brands arrived. This can be said to be the moment when "underwear" became "fashion." However, imported products from overseas were designed for Westerners, and when Japanese people wore them, they had the disadvantage of not fitting well and feeling awkward.

"We want to create boxer briefs ourselves that fit the Japanese physique, are incredibly cool, and are comfortable to wear."

Born in 1998 out of this sense of mission, BODY WILD launched Japan's first boxer briefs. The concept was "Cool and exceptionally comfortable."

This was the moment BODY WILD changed Japanese underwear culture.

To Create "Something Unprecedented," We Modified the Knitting Machines Themselves

The history of BODY WILD has been a battle against convention to create "something unprecedented."

In pursuit of even greater comfort, in 1999, the year after its debut, the company developed "3D-formed boxer briefs" that knit numerous threads into a cylindrical shape, rather than using traditional cutting and sewing methods. However, the path was one of continuous trial and error from scratch.

At the time, there were no 3D-formed boxer briefs for men on the market, and there was little precedent in terms of technology or know-how. The development team focused on the latest Italian knitting machines after gathering information from around the world and introduced them to Japan. Even after limited training locally, they pursued their ideal form by rewriting the programs themselves and modifying the machines, believing "we can make something better."

Furthermore, against the common wisdom of the time that "if the material stretches well, there's no need to rely on a three-dimensional shape," Gunze pursued "comfort that fits the Japanese body more naturally." They thoroughly researched the density and structure of the knitted fabric and established their unique 3D-forming technology.

The new products born from this process achieved a silhouette that followed the body's shape while significantly reducing seams. BODY WILD pioneered Japanese boxer brief culture as a new standard that achieved both "coolness" and "comfort" at a high level.

However, BODY WILD, which created this new standard, did not stop its challenges.

"Can we achieve even greater fit?".

In response to this question, "3D-MADE," a proprietary development technology, was born. By repeatedly improving the knitting machines, it enabled a natural fit that conforms to the body's contours three-dimensionally while suppressing tightness and providing uniform pressure across the entire garment.

They were not satisfied even after the technology was completed. BODY WILD has always continued to evolve to create the "next standard."

The Trajectory of BODY WILD, Continuously Creating the "New" of the Era, and the Pioneer's Mission

The reason BODY WILD has been supported is not only its design but also the technology honed as an intimate apparel manufacturer. Comfort as something that touches the skin, a fit that follows the body's movements, and a design that reduces tightness and discomfort. The development of these unseen aspects supports BODY WILD's signature coolness.

2006: Proprietary Development Technology "CUT OFF®"

Adopting the proprietary development technology "CUT OFF®" for the first time under the BODY WILD brand, which makes the cut edges of the hem resistant to fraying even when left raw, thereby reducing skin irritation from seams and edges. The aim was to achieve both a clean silhouette and comfort, challenging the improvement of underwear comfort.

2018: "AIRZ" Boxer Briefs Without Waist Elastic Appear

20 years after the brand's birth. The world was experiencing a "stress-free" trend. Development began in 2011, and after about 7 years of trial and error, it was born. At the time, waist elastic was considered "essential" for boxer briefs. However, customers voiced complaints about "tightness around the waist being uncomfortable," leading to the development of comfortable boxer briefs focused on stress-free wear. Around the same time, women's underwear without waist elastic was available, but the biggest challenge for men, compared to women, was slippage due to the lack of a defined waist.

They researched materials and designs that would fit the body with soft fabric while ensuring it wouldn't slip by fitting the entire garment. After trying on over 50 pairs and passing various tests, they finally reached a state of comfort so profound that one could forget they were wearing them.

Hidetoshi Takeyasu (3rd and 6th BODY WILD MD)

Gunze Co., Ltd., Apparel Company, MD Strategy Department, General Manager

Joined the company in April 1998. After working in maintenance management for sewing factories and researching underwear comfort based on physiological anthropology, he became BODY WILD MD in 2004. He is currently responsible for marketing.

Around 2011, when the concept for AIRZ began, the trend for outerwear was relaxed silhouettes, and the world as a whole began to demand "ease" and "stress-free." In fact, male wearer surveys showed many voices expressing concern about "tightness from waist elastic," which led to the idea of "creating boxer briefs without waist elastic" as a pioneer.

Significant time was spent on technological development to solve the contradiction of "not slipping" yet "not tightening." However, the biggest challenge in developing AIRZ, more than the technological development itself, was creating momentum to make people believe in the new value. Waist elastic is a symbol of boxer briefs, and there were concerns within the company about whether customers would truly accept it. Therefore, before the launch, fittings were conducted with 300 people, including employees, general monitors, and buyers, to spread a sense of shared understanding while they experienced the product's value, leading to its release.

2024: First Brand Refresh, Evolving into a Total Apparel Brand

In line with the era's trend of seamless lifestyles and fashion, the brand has evolved into a total apparel brand where "the pursuit of comfort" can be felt throughout the body. Leveraging the manufacturing experience and technology cultivated through the evolution of boxer briefs, they offer products that comprehensively design a comfortable lifestyle, unbound by scene or time. In addition to the "UNDER WEAR" series, including the traditional boxer briefs, they have expanded their lineup with "OUTER WEAR," featuring jackets and pants suitable for casual to diverse business scenes, as well as "LEG WEAR" and "ROOM WEAR" items packed with features focused on liberation from stress. The coolness that fits both mind and body has transcended the boundaries of underwear.

Masashi Asano (7th Generation) MD Strategy Department

Joined the company in 2008. After working on product and package design, he took charge of BODY WILD MD as the 7th generation and led the brand's first renewal. He is currently in charge of marketing.

The biggest challenge in the brand refresh was confronting the attachment to the logo and brand image that had been cherished for 26 years, and re-examining the core elements of BODY WILD that should not change. Amidst concerns about the refresh, we first thoroughly reviewed BODY WILD's history and reconsidered "why this brand has been supported." Given the large number of people involved with the brand, it took time to align our perceptions.

What we reconfirmed was the DNA of "challenge" and "rebellious spirit" that has been passed down since its inception. Discussions about "what makes it BODY WILD" across departments and generations, and reinterpreting that spirit in line with contemporary values, became the driving force behind the brand refresh. By reinterpreting the sharp concept from its debut era into the current context, we created new touchpoints with the next generation of fans.

2025: Renewal of "AIRZ," a Mega-Hit with Over 2.8 Million Units Sold Since Launch

Reflecting customer requests, the renewal aims for even greater "ultimate freedom."

Compared to conventional fabrics, approximately 8% weight reduction and improved widthwise stretch have further evolved the fit and comfort. Additionally, fine adjustments to the hem length and improvements with front-to-back differences update the overwhelming sense of freedom.

Koki Terashima (8th Generation) Innerwear General Manager, Planning & Development Group, Product Planning Section

Joined the company in April 2020. Involved in men's product planning, he took over the baton as the 8th generation BODY WILD MD in 2025.

He has been a BODY WILD user since junior high school and was drawn to its comfort and the exhilaration of wearing it, which led him to join Gunze with the desire to "deliver this value to more people." Therefore, becoming MD brought not only the joy of being entrusted with his admired brand but also a great sense of responsibility.

His mission is to protect the balance of "comfort" and "coolness" that BODY WILD has long cherished, while continuing to create new value that customers truly seek today. In the 2025 AIRZ renewal, by confronting customer feedback, he challenged himself to evolve the product into one that will continue to be chosen by refining the materials and design while maintaining the sense of freedom supported by many fans.

He believes that while the "comfort" cultivated by BODY WILD is stubbornly protected regardless of the era, "coolness" is something that changes with the times. He intends to continue delivering BODY WILD that exceeds expectations by capturing changing values.

BODY WILD: Continuously Confronting the Contradiction of Balancing Coolness and Comfort

What successive MDs have faced is the challenge of intimate apparel where "pursuing coolness tends to worsen comfort." This has been addressed through repeated scientific data analysis and gritty wear testing. This "excessively sincere trial and error" is the DNA of BODY WILD.

- First challenge with synthetic stretch materials, seeking a smooth luster and coolness. However, they were unable to control the fabric's stretch, resulting in the painful failure of creating boxer briefs that were "too small for anyone to wear."

- The groundbreaking "AIRZ" was born from the ideal of "eliminating the tightness of waist elastic." A company employee who wore the first prototype to sleep reportedly said, "It had completely slipped off by the next morning." From there, they created over 50 prototypes and spent 7 years to finally solve the physical contradiction of "not slipping without elastic."

To remain chosen as an everyday item, BODY WILD has spent time on the unseen parts. The obsession of the MDs has supported the brand's evolution.

BODY WILD, Chosen as an Everyday Item – A User Survey That Gathered 683 Responses in Just One Day

I always thought of underwear as a consumable item, but I realized that when you find something good, you want to take care of it.

-- From Customer Survey

BODY WILD has spent 28 years honing its technology. This accumulation is now returning as daily support, "I choose this every day."

The customer survey revealed that design aspects like "cool enough to wear while traveling" and "hidden fashion" are highly evaluated and lead to purchases. Furthermore, it's not just the appearance that attracts customers; the comfort as a single layer touching the skin and the trust in Gunze's quality itself strongly encourage repeat purchases.

Currently, I only wear BODY WILD underwear, and I plan to continue doing so.

-- From Customer Survey

Comfortable to wear, with good fabric and excellent tailoring.

It's cool and easy to wear, even when traveling to hot springs or public baths.

-- From Customer Survey

Customer feedback for the brand shows trust in the technology BODY WILD has accumulated, from surprise at the comfort to the peace of mind that supports daily wear. A single pair of briefs subtly enhances the quality of everyday life – this realization is proof of the "coolness" and "comfort" the brand has pursued.

Continuing to Pursue "Coolness" Suited to the Times

For 28 years, BODY WILD has challenged itself to update the everyday item of boxer briefs into something more free and comfortable. Not letting underwear end as a mere consumable. The value standard (style) of choosing and wearing this meticulously crafted product is the "coolness" we propose.

With gratitude to our long-time customers. And to the customers who will discover BODY WILD from now on.

As lifestyles and fashion boundaries change with the times, BODY WILD, as a pioneer of Japanese boxer briefs, will continue to deliver new comfort and coolness based on the spirit of challenge passed down by successive MDs.

Scheduled Brand Releases

BODYWILD Sales Channels: Nationwide mass retailers, retail stores, GUNZE STORE (Official Gunze Online Store), Gunze direct stores, etc.

Related Links

BODYWILD LP: https://www.gunze.jp/store/e/elongseller/#bodywild

130th Anniversary Site: https://www.gunze.co.jp/130th/

BODYWILD Product List: https://www.gunze.jp/bodywild/