Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Uniqlo Made a Bet on Comfortable Bras. Now It’s Paying Off

The brand, which has been innovating in the segment since the early 2000s, surpassed bra specialist Wacoal last year to become Japan’s top seller of women’s intimates.
Fast Retailing’s shares have climbed 20 percent this year as Japan’s weak currency helps to lift reported profits and the impact of the pandemic and war in Ukraine recede.
Uniqlo. Shutterstock. (Shutterstock)

A years-long bet on comfy bras and underwear has paid off for Japanese fashion retailer Uniqlo, as shoppers gravitated toward functional basics during the pandemic in a trend that looks set to continue in women’s wear.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article
Topics

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON