Sitateru Supports Sony Store's First Uniform Renewal in 10 Years
Sitateru provided comprehensive support for Sony Store's uniform renewal, which is the first in 10 years. New uniforms were launched on March 27, 2026, at five stores nationwide, embodying both functionality and brand value to foster a proud working environment for stylists.
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- 📰 Published: April 27, 2026 at 19:10
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Sitateru Inc. (Headquarters: Kumamoto City, Kumamoto Prefecture; CEO: Hidekazu Kawano; hereinafter "Sitateru") provided comprehensive, end-to-end support for the uniform renewal of stylists who guide customers on products and services at "Sony Store," Sony's direct sales stores operated by Sony Marketing Inc. (Headquarters: Minato-ku, Tokyo; President: Daisuke Kawaguchi; hereinafter "Sony Marketing").
The new uniforms began to be worn on March 27, 2026, at five Sony Stores nationwide (Ginza, Sapporo, Nagoya, Osaka, and Fukuoka Tenjin).
Sony Marketing's New Uniforms
■ Background of the Renewal
This renewal was implemented with the aim of creating an environment where stylists can face customers with pride.
What was required was both functionality to handle a wide range of tasks such as customer service, carrying goods, and equipment maintenance, and design that embodies the brand's values. To simultaneously meet both functional and design requirements, a system was needed that could consistently handle everything from concept design to material selection, specifications, and manufacturing, while carefully listening to the voices from the field. Sitateru, with its knowledge of manufacturing and support for the entire value chain of the apparel and lifestyle industry, supported Sony Store's uniform refresh, the first in 10 years.
■ Features of the New Uniforms
【Concept: Technology × Emotion】
Based on feedback from stylists nationwide, the new design concept "Technology × Emotion," which pursues "comfort" and "Sony-ness," was adopted.
【Comfortable Fit with High-Performance Materials】
High-performance materials were adopted for the tops. They utilize far-infrared rays emitted from the human body to regulate humidity and temperature inside the clothing, maintaining a comfortable fit even in store environments where air conditioning and work content vary greatly. Jackets and pants use stretch material containing 50% recycled polyester, ensuring sweat stain suppression, fade resistance, and minimal shrinkage.
【Genderless Design】
The genderless silhouette can be worn by people of all ages and genders. It balances ease of movement with beauty, and the design allows all stylists to concentrate on customer service.
【Design Embodying Sony-ness】
Jackets and pants are based on blue-gray, incorporating refined and structured details such as concealed plackets and jetted pockets. Metallic lines placed throughout visually express Sony's advanced nature. The cold-weather blouson features a linear structure and a high collar, providing solid warmth while maintaining a refined look.
Overall, by combining linear beauty, precise design, and high-performance materials, the uniforms have been finished to integrate Sony's precise technology with a design that moves the hearts of both wearers and observers.
Moving forward, Sitateru will continue to build the future of the industry by becoming a new manufacturing ecosystem for the apparel industry through the provision of its platform.
【About Sitateru Inc.】
Provides a digital production platform that supports the creation of apparel and lifestyle products. With the mission of "Innovating the supply chain and unleashing imagination," it is building an infrastructure foundation for future manufacturing.
▼Various Sites
・Corporate Site https://sitateru.co.jp/
・Value Chain Support https://sitateru-value-chain.studio.site/
・sitateru CLOUD https://sitateru.com/features
・sitateru MARKET https://sitateru.com/market/
・i/MAG https://imag.sitateru.com/
▼Company Overview
Company Name: Sitateru Inc.
Representative Director: Hidekazu Kawano
Business Description: Provides a digital production platform for apparel and lifestyle products.
Established: March 2014
Headquarters: 1-14-1 Kasuga, Nishi-ku, Kumamoto City, Kumamoto Prefecture, 862-0956, 2F
Tokyo Branch: 2F, The Park Lex Toranomon 2-11, Toranomon 1-chome, Minato-ku, Tokyo, 105-0001
HP: https://sitateru.co.jp/
The new uniforms began to be worn on March 27, 2026, at five Sony Stores nationwide (Ginza, Sapporo, Nagoya, Osaka, and Fukuoka Tenjin).
Sony Marketing's New Uniforms
■ Background of the Renewal
This renewal was implemented with the aim of creating an environment where stylists can face customers with pride.
What was required was both functionality to handle a wide range of tasks such as customer service, carrying goods, and equipment maintenance, and design that embodies the brand's values. To simultaneously meet both functional and design requirements, a system was needed that could consistently handle everything from concept design to material selection, specifications, and manufacturing, while carefully listening to the voices from the field. Sitateru, with its knowledge of manufacturing and support for the entire value chain of the apparel and lifestyle industry, supported Sony Store's uniform refresh, the first in 10 years.
■ Features of the New Uniforms
【Concept: Technology × Emotion】
Based on feedback from stylists nationwide, the new design concept "Technology × Emotion," which pursues "comfort" and "Sony-ness," was adopted.
【Comfortable Fit with High-Performance Materials】
High-performance materials were adopted for the tops. They utilize far-infrared rays emitted from the human body to regulate humidity and temperature inside the clothing, maintaining a comfortable fit even in store environments where air conditioning and work content vary greatly. Jackets and pants use stretch material containing 50% recycled polyester, ensuring sweat stain suppression, fade resistance, and minimal shrinkage.
【Genderless Design】
The genderless silhouette can be worn by people of all ages and genders. It balances ease of movement with beauty, and the design allows all stylists to concentrate on customer service.
【Design Embodying Sony-ness】
Jackets and pants are based on blue-gray, incorporating refined and structured details such as concealed plackets and jetted pockets. Metallic lines placed throughout visually express Sony's advanced nature. The cold-weather blouson features a linear structure and a high collar, providing solid warmth while maintaining a refined look.
Overall, by combining linear beauty, precise design, and high-performance materials, the uniforms have been finished to integrate Sony's precise technology with a design that moves the hearts of both wearers and observers.
Moving forward, Sitateru will continue to build the future of the industry by becoming a new manufacturing ecosystem for the apparel industry through the provision of its platform.
【About Sitateru Inc.】
Provides a digital production platform that supports the creation of apparel and lifestyle products. With the mission of "Innovating the supply chain and unleashing imagination," it is building an infrastructure foundation for future manufacturing.
▼Various Sites
・Corporate Site https://sitateru.co.jp/
・Value Chain Support https://sitateru-value-chain.studio.site/
・sitateru CLOUD https://sitateru.com/features
・sitateru MARKET https://sitateru.com/market/
・i/MAG https://imag.sitateru.com/
▼Company Overview
Company Name: Sitateru Inc.
Representative Director: Hidekazu Kawano
Business Description: Provides a digital production platform for apparel and lifestyle products.
Established: March 2014
Headquarters: 1-14-1 Kasuga, Nishi-ku, Kumamoto City, Kumamoto Prefecture, 862-0956, 2F
Tokyo Branch: 2F, The Park Lex Toranomon 2-11, Toranomon 1-chome, Minato-ku, Tokyo, 105-0001
HP: https://sitateru.co.jp/