Wacoal

When lingerie shopping, you have a lot of styles as far as panty choices go. You can pick up g-strings, briefs, hipsters, french knickers, and so many other choices. There is one decision I never thought I’d have to make: thong or loincloth? Now that’s exactly the choice that many shoppers have as the Japanese company Wacoal (which is the same company that makes the Wacoal products you find in US department stores, according to Wikipedia) introduces women’s loincloths. Called “fundoshi” in Japan, loincloths are traditionally for men although they are rare in modern times. Kyoto-based Waocial, however, is intent on bringing them to women who seek “emancipation” from the tighter lingerie choices we are accustomed to. Tomoka Okamura, the merchandise director for Wacoal’s Nanafun female loincloths, says,

“We wanted young women to have a more sense of freedom and release. And as we tried to come up with the ultimate liberation item for women, we thought of a fundoshi.”

Hiromi Iwamura, a 28-year-old who recently bought a patterned set with the matching bra, says,

“It’s easy to wear and is quite nice. It’s also good for summer. And since it’s getting warmer, I figured it would be good for that.”

If you want to pick up your own, you can get them in seven colors and two designs for 1,260 yen (about $13). Over 5,000 have already been sold just since December, far outselling the company’s expectations. There are now plans to begin selling the loincloths in Hong Kong, Taiwan, and Singapore.