Madoka Ishizawa, owner and creator of Betones underwear, personally believes that “cute” should not be considered a word exclusive to children. Cuteness applies to adults as well, and for her, can have the most fun and freedom taking over a pair of underwear.
Betones is a Japanese underwear brand that began in 2009 and has since grown to occupy over 350 retail shops in the country. They offer quirky, zany prints as well as bright geometric patterns. There are stripes and solids too, but also prints that yell similarly to street art, and some that are saccharine close-ups of jelly beans. Ishizawa tells us that the brand’s variety of looks has become the brand’s trademark. But we could also imagine their unisex and one-size-fits-all design becoming an equal part of their image.
“Betones took one year to launch because [we] had to polish and idealize the perfect fit for the ‘one size fits all’ concept,” said Ishizawa. “To [my] belief, it is the perfect shape that conforms to the body with no sensation of a binding, constraining, tight, or uncomfortable.”
Betones struck its first note in Ishizawa’s mind after visiting a Chinese factory. What she saw was the manufacturing process behind “repetitious, tasteless, insipid underwear.” It was all the inspiration she needed to design a more alluring change.
“Betones always emphasizes a comfortable, trendy, cute product…” said Ishizawa. “This years theme is neon, but psychedelic, arcade games, and similarly fun things are planned for 2015. In addition, the company has done numerous collaborations.”
Already own a pair of Betones that has been the talk of the town? What is the wackiest print of underwear you own? Let us know in the comments below, or by tweeting us @underwearexpert.
Photo Credit: Betones
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