The development team behind the 100% cotton innerwear brand the GUNZE created proprietary technology to modify cotton at the molecular level, pursuing both softness and whiteness. The article describes the process, along with visual demonstrations at in-store events and the background to expanding the product line through the renewal.
To mark its 130th anniversary, Gunze is introducing the history and development philosophy behind its long-running cotton innerwear brand, the GUNZE. Guided by the belief that technology can bring out cotton's potential to the fullest, the company explains why it adopted its corporate name as the brand name and describes its efforts to improve functionality while preserving the feel of 100% cotton.
The core technology is based on the concept of modifying cotton molecules. The effort dates back to the late 1990s, when the company sought to achieve both whiteness, including measures against yellowing, and softness. Rather than applying a conventional coating, it modifies the material at the molecular level, reportedly improving moisture absorption and release and maintaining deodorising performance after 100 washes. The development process included major failures, such as fabric becoming stiff enough to stand on its own.
Demonstrations at in-store events were used to make the effects of the modification technology visible. These included a deodorising demonstration in which a pink indicator became colourless and a stain-removal experiment using artificial sebum. The demonstrations gave visitors a high level of confidence in the technology and also led to patent acquisition.
The spring 2024 brand renewal included piping the neckline to make the garments look less like underwear, changing the sleeves to 10-quarter length, and expanding the children's line, pyjama and sock offerings, while preserving the feel of 100% cotton. The company emphasised its efforts to reflect customer feedback and adapt the brand so that it would be used and enjoyed for many years.