[Event Report] FemtechFes! "Absorbent Underwear Lab" at New Stand Tokyo
From Thursday, July 21st to Monday, July 25th, 2022, we held the "Absorbent Underwear Lab" event at the 2F lounge space of New Stand Tokyo in Roppongi.
This was the second exhibition of absorbent underwear, following last year's event. This time, with the theme of "Lab," and with the great cooperation and understanding of 11 brands, we specially displayed research notebooks that cut open the absorbent surface to reveal the internal layers.
Featured brands：aisle, Bé-A, EMILY WEEK, Girls Leap, Hogara, MOON PANTS, OPT, pace, Period, proof, re:juu
Absorbency Experience Corner
At the absorbency experience corner, visitors could actually pour water onto the shorts and compare their absorbency and feel after absorption.
Research notebooks showing the inside of the absorbent part
Next to the shorts, we displayed notebooks that allowed visitors to see the carefully designed internal structure of the absorbent part of each brand! It was well-received, with comments such as "It made it easy to understand how absorbent underwear works."
At the venue, prototypes from manufacturers developing absorbent underwear were also on display. Visitors were asked to answer a questionnaire to help with the development.
Introducing some of the featured brands!
EMILY WEEK
Born in September 2017 from the proposal of a female employee at fashion company Baycrews, this life design brand caters to women's biorhythms centered around their menstrual cycle.
For its 4th anniversary in 2021, to address the bodily changes of more women, the brand expanded its lineup from underwear for women in their 30s to include teens, maternity, middle-aged, and gender-neutral options. They develop products around the theme of "the lifetime changes in a woman's body."
All inner surfaces of the shorts use soft, gentle organic cotton-based fabric, making them comfortable against the skin.
Girls Leap
Founded in 2020 by a former innerwear buyer and apparel company owner, this brand was created for her daughter and her friends as "shorts that protect girls from secrecy and anxiety." They prioritize delivering truly desirable products for children as affordably as possible, foregoing expensive advertising, models, and packaging.
They offer two types: a basic type with lace on the waist and a slim sports type. They feature a waterproof fabric that doesn't rustle.
OPT
With the message "Be WAGAMAMA (selfish/have your own way)," we challenge the existing "this is how it should be" through products, education, and social action.
Our boxer-type absorbent shorts were born from the feedback of 554 athletes. They feature a men's boxer design that prioritizes both functionality and style.
pace
Launched in May 2022 by ACE Co., Ltd., a bag manufacturer founded in 1940, this self-care brand is based on the concept of "a self-care brand that can always be by your side." It offers a wide range of portable self-care items that are easy to use on the go, including absorbent shorts, intimate care products, and CBD.
It comes in two types: regular and boxer. The outer fabric uses skin-friendly organic cotton, and the absorbent pad uses a new material based on high-performance fibers developed for sports.
Here are the top 3 most popular items at the 1st-floor store during the event:
[1st Place] Bé-A Airlite Shorts
Bé-A's new model, just released in June 2022. It has a thin 7-layer structure and absorbs approximately 60ml. The limited edition lilac color was particularly popular.
Currently, for a limited time, when you purchase two or more Bé-A Airlite Shorts at the official fermata online store, you'll receive a free intimate deodorant mist while supplies last!
[2nd Place] re:juu Seamless Shorts (left in photo)
High-waisted shorts that completely cover the abdomen. Seamless design reduces visibility under outer clothing.
[3rd Place] Proof The Thong
Among the displayed items, this was the only thong-type absorbent underwear. While it absorbs approximately 10ml, it's convenient for when your period is about to start or when used in combination with a menstrual cup or tampon.
[Feedback from visitors]
・The cross-sections were easy to understand.
・It was fun to see the insides! The explanations were clear.
・The space was very comfortable.
We received feedback such as these!
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Also, the Absorbent Underwear Lab, which was held in Nogizaka, Tokyo, will be held for the first time at the fermata store in Shinsaibashi, Osaka, for three days from September 16th (Fri) to 19th (Mon/Holiday)!
If you couldn't make it to the Tokyo venue, please come and visit us!
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fermata holds Femtech Fes! both online and offline. For the latest event information, please follow us on Peatix and our social media channels (Twitter / Instagram).