Gold Flag’s 35th Anniversary: Evolving Shapewear, Inspired by Customer Joy

BRADELIS New York is a brand born in New York and raised in Japan.

The origin of the founding was my roommate, Joan, whom I met while studying abroad at Macomb, USA. She usually wore beige foundation garments but changed into glamorous lingerie for special occasions. Seeing this natural transition, I began to question, "Why do we have to use different types of underwear for daily life and special occasions?" and deeply realized the importance of choosing lingerie according to TPO (Time, Place, Occasion).

At that moment, the desire to merge shapewear and lingerie into one, creating "lingerie that allows women to be beautiful and true to themselves at all times," was born. It all started with "Joan's lingerie."

An unforgettable turning point occurred in the wake of the COVID-19 pandemic. Living environments changed drastically, and women sought "comfort" more than ever before. In this context, BRADELIS's wireless bra became a massive hit.

The background to this success lies in our history of selling wireless bras on the TV shopping channel QVC for 17 long years, continuously developing and improving products that pursue comfort while maintaining shaping power. It was this accumulation of effort that allowed us to offer the one and only wireless bra that is not just comfortable but also possesses shaping functionality. This was a groundbreaking achievement that shattered the long-held stereotype that shapewear is restrictive.

The concept is to achieve both the functionality of shapewear and the beauty of lingerie. We view lingerie not merely as a tool, but as a partner that makes you shine.

We offer the optimal choice to match the customer's needs and shaping goals: comfortable wireless bras for easy shaping on holidays, night bras for bust care while sleeping, and wired bras for serious body contouring.

For BRADELIS, the moment of purchase is not the end of the journey. We are a brand that continues to support the customer even after the purchase. Our stores nationwide offer free body checks, as well as comprehensive aftercare services such as paid size adjustments and repairs.

Furthermore, our fitters are trained over a period of about five years based on our unique star system. The highest rank, "Three-Star Fitter," is a true specialist who can provide optimal suggestions not only for the customer's current body shape but also with a view toward the future. This exceptional human resource development and the fitting technology cultivated over many years are the unique values that BRADELIS provides.

BRADELIS's dedication to craftsmanship lies in achieving both the functionality of shapewear and the beauty of lingerie.

We pursue attractive designs, challenge ourselves with new expressions by combining different materials, and sometimes even create original lace patterns. At the same time, we continue manufacturing that uses carefully selected materials, develops unique patterns, and leads to the ideal body line, all while enhancing shaping function and aiming for comfortable wear.

For example, our bra camisoles, which go through more than twice the number of processes compared to typical products, embody this commitment. In particular, the flat sewing technique that minimizes contact with the skin is a testament to delicate Japanese craftsmanship. It is this meticulous sewing technology that allows us to create comfortable shapewear that does not cause stress even when worn for long periods.

BRADELIS's fitting is not just about matching the size. We focus on creating a state where the shaping effect is maximized. We aim to guide each customer to their ideal body line by closely attending to their individual body and maximizing the inherent functionality of the lingerie.

BRADELIS's best-selling products are diverse.

First, there is the 3-Step Series, which supports body shaping and bust development in stages. This is a program unique to BRADELIS, allowing customers to choose the optimal lingerie as their body line changes.

Next, the Peach Pants—whose roots lie in Joan's full-coverage panties that inspired the company's founding—are loved by many for their unique name and reliable shaping power.

The night bra, launched shortly after the company's founding, has evolved over 20 years and is now a massive hit product called the "All-in-One Bra."

The Patented wireless Bra, exemplified by the All-in-One Bra, which achieves both comfort and shaping power, is highly regarded as the culmination of our technical expertise.

And this year's hit product, the Outer-Ready Bra Camisole, which fits the long summer caused by longer, hotter summers, can be called a symbolic item of the modern era where the boundary between underwear and outerwear has disappeared.

Every time we hear customers say, "I look forward to wearing my lingerie," our passion for manufacturing grows even stronger.

The current challenge is how to replicate the in-store fitting experience online. We will enhance the experience by seamlessly connecting the digital and real worlds, ensuring that customers can confidently choose the optimal lingerie no matter where they are.

We certainly feel that a major turning point has arrived with the entry of brands like Uniqlo and Muji. While inexpensive and simple underwear has become widely available, consumer awareness has clearly shifted from "just something to wear" to a more personal value of "choosing what truly fits me."

In this market of expanding choices, BRADELIS wants to remain an unwavering presence that says, "We won't give up on either shaping or beauty."

Gold Flag will celebrate its 35th anniversary and will continue to evolve while preserving its origins. We aim to further expand the realm of "lingerie that can be shown outside" and continue to be a partner that supports women around the world, allowing them to be beautiful and true to themselves in their daily lives.