tu-hacci Rebrands as 'Inner Fashion Brand' to Offer New Values in 'Visible Innerwear'

## tu-hacci Announces Rebranding to 'Inner Fashion Brand'

WaterAir, Inc. (HQ: Hiroshima, Japan; CEO: Hironosuke Kuniyasu), the developer of the inner fashion brand 'tu-hacci,' has announced a renewal of its brand concept from a 'women's innerwear brand' to an 'inner fashion brand.'

### Background of Rebranding

Launched in 2010, 'tu-hacci' has gained significant support as a 'High-Visual' brand, achieving cumulative sales of 7.71 million units and winning the Rakuten Shop of the Year award five times. The brand has been known for merging trendy, sophisticated designs with shaping capabilities that create beautiful silhouettes.

In recent years, the global rise of sheer tops and layered styles has made enjoying innerwear as a part of fashion a global trend. Consequently, there is an increasing demand for 'visible innerwear' that offers not only design but also beautiful silhouettes and seamless integration with outfits.

In response to these trends, 'tu-hacci' has begun its evolution into an 'inner fashion brand.' As a first step, the company hosted a pop-up shop at Lumine Shinjuku Lumine 2, which attracted over 15,000 visitors in just two weeks.

### New Brand Concept: 'Inner Fashion'

'tu-hacci' defines 'Inner Fashion' as a new form of 'visible innerwear' that maintains the brand's core innerwear technologies (shaping power, functionality, fit, and comfort) while adding fashionability. Unlike traditional 'inner-only' lingerie or purely functional innerwear, it proposes values that allow customers to enjoy innerwear as part of their fashion, striving to be chosen for the 'excitement' it brings, much like regular clothing.

### Offered Values

- **Fashion Lingerie (Mood-boosting innerwear)**
Designs that allow women to feel femininity and euphoria the moment they wear them, through delicate lace, beautiful silhouettes, and heart-fluttering colors. It provides a 'wrapping oneself in confidence' experience alongside functionality.
- **Fashion Innerwear (Innerwear that complements coordination)**
Proposing 'visible-by-design' innerwear that pairs well with sheer items and revealing fashions. It expands the collection as a stylish accent for outfits.

### About tu-hacci

Based on the concept of 'Enrich your life,' tu-hacci is an inner fashion brand that provides innerwear to enrich and empower women's lifestyles. It pursues 'High-Visual' quality and aims to become the 'best supporting actor in a woman's life' by staying close to her daily needs.