Fundoshi is a traditional Japanese undergarment for men and is worn in the style of a loincloth that strategically covers the essentials. With designer brands offering premium innerwear experiences, the new generation had kinda lost interest in the humble fundoshi. That is till it got funky, redesigned and looking hot as ever!
The interest in the redesigned loincloth comes from new quarters – women! Forty percent of the clientele who purchase the Sharefun line (by +charming) of fundoshi are women. Colorful and contemporary materials with a designer’s edge are responsible for bringing back the zing in fundoshi. Apparently stores in Tokyu Plaza shopping mall in Harajuku are stocking up on the garment based on this new found demand. High on the popularity charts are colorful design that include polka dots, stripes and checks. Most of the new versions use linen instead of cotton because the fabric reduces odor, absorbs perspiration and fights germs better.
Apart from making women feel liberated and relaxed, fundoshi is also being endorsed by doctors who say they should be worn especially at night. The conventional underpants have tight elastics that interfere with blood circulation and hormone secretions and according to Junji Maruyama, a 74-year-old gynecologist in Sapporo, wearing fundoshi will resolve all these issues. Choose from any of the 30 different fundoshi that +charming sells (for both men and women). It will set you back by ¥2,940 ($38) apiece.