Taking function and fashion a notch higher, Uniqlo launches its LifeWear campaign in time for Fall/Winter 2013. For the season, LifeWear will feature “12 Projects” namely Heattech, Ultra Light Down, Fleece, Silk, Cashmere, Cotton Flannel, Ultra Stretch Jeans, Leggins Pants, Warm Easy, Denim, Shirts and a Special Project featuring a guest design collaboration.
On September 26, Uniqlo officially introduced LifeWear’s Fall Winter 2013 Projects in the Philippines through a fashion presentation held in front of its Glorietta 5 branch in Makati City.
“Our Projects not only present a new design or a new style. We really tried to focus on the lives of the people who will be wearing these items. And because the clothings are comfortable and fashionable, it becomes more significant. And it becomes part of their lives. That is why we call it LifeWear,” shared Katsumi Kubota, the chief operating officer of Uniqlo Philippines to The Manila Times.
Kubota added that the brand also displays a different perspective on clothing from other brands. While most deem the value of clothes to be in who makes them, Uniqlo sees that value in who wears them.
“The connection to the human body, the needs of lifestyle and the emotional link to clothing—alongside food and shelter, one of the fundamentals of life—are all taken into consideration with Uniqlo’s LifeWear. This is the appreciation of clothes that goes beyond fashion,” Kubota explained.
Building into an essential wardrobe, Uniqlo’s LifeWear fulfills all of the rigorous, practical demands of the Uniqlo customer today. Each Project allows the human body to function and feel good in a particular clothing. And though very distinct from one another, the 12 Projects when worn together still blends perfectly well.
First is the Heattech, Uniqlo’s thermal undergarments made from smooth and fine materials with technical advances. This season sees the introduction of “Heattech for the extreme cold,” a brand new line that features fabric that is 1.6 times warmer than before. Best worn over the Heattech are the Ultra Light Down vests and jackets or the Fleece jackets.
An ongoing project for Uniqlo is the Silk. Produced with top standards using 6A and 5A grade silk, this season’s Silk Project strips back extraneous detailing and makes the silhouettes sleek, sharp and yet sinuous and desirable. A perfect pair for the Silk clothing is the Cashmere Project. In Uniqlo, cashmeres are fitted to flatter the body. The traditional V-neck sweater is particularly emphasized, often playfully delineated in block colors.
Keeping up with the trends, Uniqlo LifeWear also carries the Cotton Flannel Project, that introduces for the first time clashing plaids, playfully mixing patterns in single garments. There is also the Shirt project that spans comfortable, familiar fabrics like the soft, supple broadcloth, the fine, lightweight chambray, and even the and rugged denim.
For the bottoms, Uniqlo begins with the Ultra Stretch jeans and cargo. The jeans feature a revolutionary fabric technology that is super-stretchy and still springs right back into place, while the cargo pants feature a washed effect with comfort and recovery rate of the jeans.
There is also the Warm Easy Pants, Uniqlo’s casual trousers modelled on waterproof and windproof mountaineering styles. There is also a feminine spin which is referred to as the Warm Skirt. Of course, the Denim Project will not be left out. Produced in Japan, famed for its denim fabric mills and weaving processes, Uniqlo denim also include Heattech denim and Windproof jeans. For this season, the classic denim shirt is also introduced.
One of the highlights of LifeWear Project is the Leggings Pants. With a desire to make bottoms as easy and interchangeable as a t-shirt, the Leggings Pants Project delivers this with a more natural feel to the skin and organic texture to the clothing this season.
Finally, there is Topics, the Special Project collaborating with 10-gruppen. Originating from Sweden, 10-gruppen specializes in high quality printed textiles with bold contemporary designs. Established in 1970 by 10 young designers who wanted to control the entire production process from preliminary sketch to printed textile, 10-gruppen are the perfect partner for Uniqlo.
The Shukka Roll
Continuing to make waves in the Philippines, Uniqlo also launched the “Shukka Roll,” the latest dance craze to hit the country. The company tapped basketball superstars Jimmy Alapag, Larry Fonacier, Gabe Norwood and LA Tenorio to show off their moves while wearing Uniqlo Leggings Jeans, in the dance video available on the Uniqlo Facebook and YouTube pages.
“Jimmy, Larry, LA and Gabe are the nation’s pride. They are heroes on the hardcourt, known for being quick and flexible, especially when they play,” Kubota announced at the event. “As such, they’re the perfect cast members for the dance video.”
The Shukka Roll campaign shows off the stylish comfort and freedom of movement that one can experience with Uniqlo leggings jeans.
Fonacier himself was present at the event to do his Shukka Roll moves. He shared, “Uniqlo is really one of my favorite brands. For the leggings jeans, it is really the perfect fit for me. It has no restrictions at all, and I feel as if I can even play basketball wearing it.”