HAAG is a Japanese comfortwear brand launched in 2012 by Smile Cotton Co., Ltd., based in Mie Prefecture. Its representative, Hidehisa Katayama, started the brand to deliver products made with the company-developed material “Smile Cotton®︎” directly to customers. It now offers daily wear ranging from underwear to T-shirts, sweatshirts, and pajamas. Based on the concept of “Hug, Airy, Ageless, Genderless,” its products are designed around softness, lightness, and comfort for people with sensitive skin or those seeking to reduce skin irritation. All products use Smile Cotton®︎, and the brand pursues designs suited to everyday wear while minimizing strain on the skin.
Concept
Hug、Airy、Ageless、Genderless