TOKYO —

Guys, one day, you’re going to get caught with your pants down – and you’ll at least look cool if you’re wearing the latest line of underwear from JOCKEY. The American brand has a long history in Japan, nearly 40 years. Since 2004, JOCKEY wear for men and women has been sold in Japan by JC Ltd Corp, a subsidiary of Aichi-based Chiecas Co Ltd, which designs and sells underwear for men, women and children.

Heading up JC Ltd is Taro Usami, 40. Born in Aichi, Usami studied law at Tokyo’s Aoyama Gakuin, before going to the UC Santa Barbara where he obtained his master’s degree in Asian studies. After working in the U.S. for a couple of years, Usami went to Beijing to study Chinese and then moved to Singapore to work for an American company for one year. Upon returning to Japan 12 years ago, he joined Chiecas, which was established by his father.

Currently based in Kiyosu, Aichi, Usami regularly visits Tokyo, which is where Japan Today editor Chris Betros caught up with him to hear more about JOCKEY.

You must do a lot of traveling.

Yes. I come to Tokyo every week. I wish I could get some mileage on the shinkansen.

What is JOCKEY’s history in Japan?

The brand was at the peak of its popularity 30-40 years ago. We became the sole licensee in Japan for JOCKEY in 2004. Consumers in their 40s and 50s think of JOCKEY as a genuine underwear brand. When JOCKEY first came to Japan, there were hardly any other foreign brands. Now the business is much more competitive with a lot of designer brands.

Why did Chiecas set up a separate company for JOCKEY?

The nature of the JOCKEY business is a little different from our existing business. We usually sell our products through middle men or wholesale companies. We don’t usually sell directly to retailers because we don’t have direct accounts with department stores. 

How do you sell JOCKEY in Japan?

For men’s underwear, we have a sales agent, a company called Fukusuke, which sells at 60 outlets such as department stores like Matsuya Ginza, Tobu, Hanshin. We provide all the information from the U.S. and our merchandising plan. They do everything else.

What are your major products?

Underwear for men, ladies and children. We are also starting to sell yoga wear because more and more consumers want to buy something between underwear and outerwear.

What are the latest items?

The 3D-Innovations underwear. It has 8-way stretch capabilities so it exactly follows the shape of your body. JOCKEY scanned the bodies of 10,000 people in the U.S. of all ethnic backgrounds and ages. It uses high quality cotton and spandex. The fabric is elastic, so after you stretch it, the fabric will return to its original shape.

Are the products changed for Japan?

Designs are inspired by American designs and we have to follow head office. They are very strict on labels and the swirl mark logo. The packaging is a little bit different for Japan.

How do you market the brand?

On March 19, when we launched 3D-Innovations, we had a press conference with Junichi Ishida. He was very familiar with the brand and a lot of TV programs covered his comments on JOCKEY. Building brand awareness is still our biggest challenge.

Do you often visit stores to see how your merchandise is displayed?

Yes. I often visit stores on weekends with my wife. It’s very hard to get enough space to display everything. Some department stores don’t even want to show the JOCKEY logo. I’d like to see them promote the brand image more. 

What is a typical day for you?

I start with email correspondence from around 8:30 a.m. and after checking incoming email, I usually meet with my staff to make sure things are going OK. Then I may be out visiting clients or making business trips to Tokyo and Osaka.

Do you wear JOCKEY?

I do but it is not a company rule. 

How do you like to relax when you are not working?

I like all kinds of sports. My son is into baseball, and I like bike riding.

For more information on JOCKEY, visit www.jockey.co.jp

4 Comments

• 

  keshii at 03:29 PM JST - 20th May

  I expect I'd look just as cool if I were in any other brand of "garments that go under my clothes".

• 

  Altria at 03:40 PM JST - 20th May

  Underwear is for the weak.

• 

  KitsuneYoukai at 01:24 AM JST - 21st May

  or for the "I don't care what you think!"

• 

  blvtzpk at 09:53 PM JST - 21st May

  Do you wear JOCKEY?

  I do but it is not a company rule.

  JT: Hard-hitting, probing questions a speciality.

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