Why Lucien started making bras in 1966
—The story of an underwear revolution by a long-established Kyoto company
When did the options for "where to buy a bra" become so numerous? While bras are now commonplace in stores, they were once a luxury item, handled only by a limited number of manufacturers.
Lucien entered the world of women's innerwear in 1966 (Showa 41).
Why would a long-established lace specialist start making bras?
Lucien's predecessor was a lace trading company founded in Kyoto in 1933 (Showa 8). Why did a company that thoroughly understood lace, an essential material for women's clothing, suddenly venture into bra manufacturing?
The answer lies in a decision that anticipated the changing times.
In the 1960s, amidst rapid economic growth, the lives of Japanese women were changing quickly. As opportunities to wear Western clothing increased, so did interest in innerwear that sculpted the body's silhouette. With diversifying fashion, "foundation garments" like bras and girdles were transitioning from being exclusive to a few women to becoming everyday necessities – such a premonition was definitely in the air in the industry at the time.
Chasing the trailblazing manufacturers
At the time, pioneering manufacturers held an overwhelming presence in the foundation garment market, achieving astonishing growth rates of over 20% annually. They dominated the luxury market, primarily through department stores, and were truly on a roll.
It was Lucien's management at the time that dared to challenge this.
"Go for broke" – with such determination, Lucien entered the foundation garment business. The battlefield they chose was not department stores, but mass retailers (supermarkets). Instead of a luxury line, they aimed to deliver comfortable innerwear that would be accessible to more women at an affordable price. This decision became the origin of Lucien's craftsmanship thereafter.
60 years of serious consideration for "closest to the skin"
Nearly 60 years have passed since then.
Today's Lucien bras have evolved tremendously compared to back then, with options for wired and non-wired, designs tailored to different skeletal types, and material development focused on comfort. Yet, what remains unchanged is the original spirit: "to deliver comfortable innerwear to the daily lives of as many women as possible."
"To make as many women as possible beautiful and happy."
This phrase is at the core of Lucien's management philosophy. This sentiment, passed down unchanged since the company's founding challenge, is still embodied in every single product.