On Sunday, September 27th, a special talk show was held at Nihombashi Takashimaya to commemorate the launch of Etlis, a high-performance underwear brand co-developed by Shiro Nogi, representative of SIDO Bandage Pants, and former Hanshin Tigers player Takashi Toritani.
As Mr. Toritani mentioned during the talk show...
This high-performance underwear brand, Etlis, essentially started because of one thing:
"Mr. Toritani wanted to create his own personal underwear brand and wear it himself."
That is all it took to get things started.
It seems Mr. Toritani was in the habit of switching between different types of underwear for live broadcasting, training, and long-distance travel, and he had long felt strongly that he wanted to eliminate this need to change as much as possible, which led him to approach SIDO.
To bring that long-held vision to life, we made adjustments to various parts down to the millimeter, wore them ourselves, and washed them repeatedly...
Saying things like "Let's go with this! No, actually, let's go with that!" with zero room for compromise, we continued development for about a year and a half, resulting in the ultimate form that Mr. Toritani had envisioned: this high-performance underwear, Etlis.
Since Etlis was created, Mr. Toritani has made it his only choice—whether he is appearing on variety shows, training, live broadcasting, or traveling long distances.
At SIDO, we have been developing, producing, and selling underwear from the fabric level for 20 years, and even from that perspective, the fabric used in Etlis is so high-quality that it feels like a waste to use it only for this underwear.
Underwear is an item you don't truly understand until you try it on. It is surely one of the hardest items to grasp online.
However, why is Takashi Toritani so particular about his underwear?
Once men try them on, they will understand.
Due to Mr. Toritani's busy schedule, the event wasn't long, but we plan to coordinate with his schedule to organize a second event in the future.
