[April Dream] Acupuncturists' 'Healing Touch' and Patented Technology for Your Brand. Our Dream is to Co-create Clothing that Elevates Japan's QOL.

Our company endorses April Dream, which aims to make April 1st a day to express dreams. This press release is the dream of "Heart & Assist (Kansai Acupuncture Clinic)".

■ Our Dream: To make every fitting room nationwide an entrance to a "body-aligning" experience

Our dream is to utilize the knowledge and patented technology cultivated by "Ainofuku," a lifestyle apparel brand born from Heart & Assist (Kansai Acupuncture Clinic), to co-create new clothing with department stores and apparel companies nationwide, realizing a society where everyone can routinely improve their QOL (Quality of Life).

Beyond just a few treatments a month, we want to care for people's bodies and minds through the "clothes" they wear every day. With this in mind, we developed functional and stylish wear, and we wish to create an environment where everyone in Japan can directly experience it, not just through a few online shops.

■ Why did an acupuncturist create "clothes"?

Facing many patients daily, we encountered a dilemma.

Even if their bodies felt better after a treatment, many would experience discomfort again due to daily habits or stress from what they were wearing.

"Is there an easy self-care method that anyone can continue effortlessly?"

"What if the clothes we wear every day could care for our mind and body like a 'healing touch'?"

From these questions, the lifestyle apparel brand "Ainofuku" was born.

It features cutting that doesn't hinder shoulder movement, surprising lightness, and skin-friendly materials. A distinctive feature is the patented "La・Hook®," a unique function that allows the hem of clothing to be quickly secured during toilet assistance or transfers from a wheelchair to a bed, showing consideration not only for the wearer but also for the caregiver.

What we focused on most here was integrating such high functionality into beautiful designs, making sure the practicality of "functional clothing (care clothing)" wasn't conspicuous. For example, the aforementioned "La・Hook®" is designed to hook onto a decorative flower accent on the clothing, allowing the function itself to be enjoyed as part of the design.

Because the role of clothing is not just to protect the body. The joy of fashion, of "wearing favorite, stylish clothes," elevates the wearer's mood. This excitement generates proactive actions like "I'll wear this today and go to that place," and further stimulates the desire for "self-selection," deciding one's own attire, such as "What shall I wear tomorrow?"

We believe that only when both the "healing touch" (function) that alleviates the wearer's pain and reduces the caregiver's burden, and the "joy" (design) that uplifts the spirit, are present, can people's QOL truly be improved.

■ We want to deliver the "love" that cannot be conveyed through a screen, with the power of real stores

Currently, "Ainofuku" is primarily developed through e-commerce sites, and we received significant support through crowdfunding (CAMPFIRE) this winter. However, we also feel a major barrier.

One is that the sensation of "the body feeling light the moment you put it on" and "ease of dressing and undressing" cannot be fully conveyed through a screen. Especially, the "ease of dressing and undressing" was a challenge, as it was difficult for those who had not actually experienced inconvenience to imagine.

Furthermore, individuals who struggle with dressing and undressing face high hurdles in acquiring clothes, either due to physical reasons making it difficult to visit stores, or anxieties about whether the clothes "really suit them" when purchasing from e-commerce sites.

That's why we believe the power of companies with "physical stores" that people of all generations visit daily is essential.

Someone who happens to see "Ainofuku" in a store might imagine, "This might be easy for that person to wear," or "This might be good for my future self," and then actually touch and feel its comfort. By increasing opportunities for various generations to see it, we believe the hurdles for those who truly need it to get their hands on it will significantly decrease.

Customers who have actually picked up our products have given us delightful feedback:

"I want to give this as a gift to someone important."

"Even if the person I give it to doesn't like it, I wanted to wear it myself."

The desire to care for a loved one's body and the appeal that makes one want to wear it oneself – that is the form "Ainofuku" aims for.

■ To Partner Companies: From "selling clothes" to an experience of "delivering health"

Currently, we operate as a small business, and mass production to deliver to everyone nationwide faces significant hurdles in terms of cost and resources.

Therefore, while placing finished products in stores is certainly an option, we strongly desire collaboration in the form of co-creating new clothing with companies that have production and sales capabilities, by providing our "professional expertise" and "patented function (La・Hook®)" for planning and supervision.

Would you consider utilizing our know-how as a new lineup for your brand, or as a joint development project?

The value we can provide extends beyond merely offering products.

・Surprise in the fitting room: The immediate impression and satisfaction of "light and comfortable to wear" and "no feeling of tightness."

・High repeat rate and attachment: The comfort that makes you want to wear it every day leads to trust in the store and repeat visits.

・Proposal of new value: Adding "wellness (health)" as an added value to fashion, realizing a lineup that will be appreciated by a wide range of customers, from youth to seniors.

■ Finally

We have no intention of letting our "dream" remain just a dream.

To apparel industry professionals, department store buyers, and everyone who resonates with our aspirations who reads this article.

Why not make daily life in Japan easier and more joyful through clothing?

We will visit anywhere in the country with samples. Please experience the comfort of "Ainofuku" for yourself.

We hope to draw a new landscape of apparel together.

【About Heart & Assist (Kansai Acupuncture Clinic) / Ainofuku】

・CAMPFIRE project page (closed):https://camp-fire.jp/projects/896990/view?utm_campaign=cp_po_share_c_msg_mypage_projects_show

・Winter 2025 Press Release:https://prtimes.jp/main/html/rd/p/000000001.000155223.html

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■ Heart & Assist (Kansai Acupuncture Clinic)

Representative: Ai Hiraki

Location: 2-5-1 Hiramatsu Kita, Konan City, Shiga Prefecture

E-mail: info@heart-assist.jp

URL: https://heart-assist.jp/

Online Shop: https://ainofuku.theshop.jp

Heart & Assist Official LINE Account:

https://s.lmes.jp/landing-qr/2006408474-1GNv7Dox?uLand=U391n9

Heart & Assist SNS

instagram: https://www.instagram.com/heart_assist

facebook: https://www.facebook.com/share/1CKdfjnrzu/?mibextid=wwXIfr

x: https://x.com/handassist

Ainofuku SNS

instagram: https://www.instagram.com/ai.no.fuku/