Toyoshima & Co., Ltd. (President & CEO: Hanshichi Toyoshima, Nagoya City Naka-ku After trial introduction with some brands, the cumulative shipment volume of "Stretch fiber, HyperHelix ™ that makes the body freer" exceeded 200,000 meters in fiscal 2019, which began to be developed as its own brand in fiscal 2019, and has been well received.
The Toyoshima & Co., Ltd. is called "Sports, Outdoor Lifestyle Working HyperHelix™ We will set "four application scenes" that make use of the characteristics of the material and develop the fabric. In addition, we will establish key visuals in line with the "four usage scenes" to strengthen branding. Toyoshima & Co., Ltd.Tokyo Head Office between Tuesday, July 7 ~ Wednesday, July 22, 2020At the 2021 SS Material Exhibition to be held in (Kanda Iwamotocho, Chiyoda-ku), we will introduce materials with a change in appearance and some of the sustainable types that we plan to develop and strengthen in the future, focusing on material proposals tailored to four application scenes.
■Wanted, clothes that stretch according to the movement of the body
Based on the desire to "go faster, higher, and farther," athletes improve their physical performance to the utmost limit and enter the game. The sportswear they wear must have the ability to stretch according to the movement of the body. "Polyurethane" is a fiber that brings stretchability to the fabric, but it has a "embrittlement property" that loses elasticity (deterioration) and weakens as the years go by. Stretch fiber "HyperHelix ™" is a special fiber created by combining two types of polymers (aggregates of polymers). The "spiral crimp" caused by the difference in shrinkage rate when heat is applied to the polymer gives the yarn and fabric stretchability and creates clothing with an excellent degree of freedom. It leads to comfort when worn and also creates the property of retaining the shape of the clothes.
In 2019, the cumulative shipment volume of materials (threads), which were mainly used in sports brand products, exceeded 200,000 meters. In the future, we will propose HyperHelix ™ not only for "sports" but also for "outdoor", "lifestyle" and "working".
■ Deploy realistic key visuals in line with "four usage scenes"
We will create and develop key visuals to promote the “four application scenes” where the stretch fiber “HyperHelix ™” is utilized.
"Sports", "Outdoor", "Lifestyle", "Working", etc., are exactly the models for "people who move and work" in that scene. In the future, we plan to develop it in brand leaflets, movies, etc. In order to understand and recognize the brand not only among our business partners but also among consumers (consumers/users), we will develop "Ingreedient Branding (Material Ingredient Branding)". Hang tags are also available to convey the functions of the HyperHelix ™ to consumers in an easy-to-understand manner.
■Bringing the functions of sportswear to scenes of living and working
In today's world where living environments and work styles are changing drastically, Toyoshima & Co., Ltd. believes that clothes should not become something that restricts people's movement. We will continue to develop the "HyperHelix ™" developed for the "sports scene" not only for "sports" but also for the "outdoor", "lifestyle", and "working" scenes. In our OEM and ODM business, we will actively make proposals to our business partners and contribute to the performance and comfort of consumers in their lives and work together with them.
■Toyoshima & Co., Ltd.
Founded in 1841. During our nearly 180 years of history, we have expanded our business areas in response to the changing times. Currently, we are involved in a series of processes, from purchasing and selling raw materials, threads and fabrics from all over the world, to final product planning, production management, and delivery. In addition, as a company that develops and provides various sustainable materials, invests in tech ventures, and promotes the development of smartwear, we have established our stance on sustainability and technology with the statement “MY WILL.” increase.
