In October 2023, the Japanese apparel maker UNIQLO arrived in the Grand Duchy, opening a shop on the Grand-Rue in Luxembourg City, with shoppers eagerly queueing up. The excitement was no surprise given the company’s reputation as a maker of clothes that toe the line between being simple and affordable but chic and well-made. The brand was seen as a very welcome addition to the country’s most famous street for fashion and shopping.
Romain, a 28-year-old who works in a Big Four firm in Cloche d’Or, says that he got to know the brand while living in London where many of his officemates regarded UNIQLO as their go-to for pretty much anything, from casual trousers to polos and especially innerwear. Curious, he bought an undershirt for himself and was impressed by the quality and comfort which was unlike anything he had experienced before, he says. What struck him the most was how the shirt seemed to get rid of body moisture and prevent odour caused by sweat.
One of the ways I deal with perspiration is by wearing an undershirt, especially when I’m at work or out at night. Synthetics, cotton, I’ve tried them all, with varying degrees of success. The UNIQLO shirt was the first one that really seemed to keep me dry and smelling great.
The secret: AIRism
Romain learned that the t-shirt was made from UNIQLO’s AIRism fabric, which was developed in 2012 in collaboration with Toray, a Japanese fibre specialist. The material is made from ultra-thin polyester fibres that the company says are 12 times thinner than a human hair. Thanks to high-tech production methods, each is carefully constructed and free of superficial irregularities that might trap body moisture.
Instead, these fibres work to absorb moisture and odour from skin and then quickly emit it, which frees wearers from feeling wet or sticky. This quality has helped to earn UNIQLO millions of loyal customers around the world who rely on AIRism to stay comfortable and dry, no matter if they are at work or out with friends. They say the fabric feels both light and smooth, giving the impression that it glides onto the body. While the company primarily uses AIRism in men’s and women’s clothing, it also offers some AIRism items for children.
Ideal for work – and play
Another Luxembourg resident who has become a fan of UNIQLO and especially the AIRism line is Walferdange lawyer Kerstin, aged 33. She describes her job as high-stress, saying the pressure causes her to sweat in certain situations, such as when she’s about to give a presentation or meet important clients.
Kerstin wears UNIQLO AIRism bra top (24,90€). Eva Krins (Maison Moderne)
She explains that she first came across UNIQLO while visiting Japan a few years ago. After her host raved about the brand, she decided to try it out and ended up buying some AIRism innerwear such as bra tops, camisoles, t-shirts, and seamless shorts that changed her life, she says. “On any given day, it’s likely that I’m wearing an AIRism top under my usual outfit, and it makes a huge difference. It really does help to keep me cool. The quality is exceptional, considering the price. You can just look at the stitching to see it for yourself.’ -Kerstin
An avid yoga enthusiast, Kerstin says she also wears AIRism tank tops and leggings for her near-daily yoga sessions which can be quite intense.
These items provide support, flexibility, and comfort beyond belief. It really does feel like a second skin, and yet the fabric is breathable and gets rid of moisture.
The idea behind UNIQLO
UNIQLO LifeWear is apparel that is “designed to make life better” and caters to everyday needs, is said to embody Japanese values such as simplicity, quality and longevity. Based on the testimonials, not only from customers in Luxembourg but from fashion magazines and internet forums, one is inclined to believe them.
The company’s swift growth is also a telling indicator of the demand for its apparel. A subsidiary of Fast Retailing Co., Ltd., UNIQLO is the largest of the company’s eight brands. Global sales for Fast Retailing in fiscal year 2024 amounted to more than $21 billion, edging ever closer to being the second-largest manufacturer and retailer of apparel in the world. As of now, there are currently more than 2,500 UNIQLO stores across the world.
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