one nova

one nova is a Japanese direct-to-consumer underwear and innerwear brand operated by 株式会社ONE NOVA (One Nova Co., Ltd.), headquartered in Setagaya-ku, Tokyo. The brand positions itself as a problem-solving underwear line, aiming to eliminate common discomforts such as odor, stuffiness, constriction, itchiness and slipping, and to deliver a "noiseless" wearing experience. Its catalogue spans wireless and tube bras, bra-integrated T-shirts, camisoles and tanks, women's bikinis and thongs, high-waist styles, and men's and unisex boxer briefs and boxer shorts, with prices on its own store ranging from roughly ¥3,850 for briefs to ¥8,850 for long-sleeve bra T-shirts.

The company's core asset is nova wool®, an in-house material built mainly on natural inputs including merino wool and wood pulp. It is described as retaining merino wool's temperature and humidity regulation, breathability and odor resistance, adding deodorizing and antibacterial function, while addressing wool's typical weaknesses of pilling and tearing. Product design pairs this material with patterns developed separately for male and female body characteristics to minimize skin stress. The company also runs sponge, an absorbent-underwear brand covering both urine and menstrual leakage and marketed to all age groups.

Inclusivity of fit is part of the product strategy: sizes run from XS to XXXL and a portion of the range is offered as unisex, framed as reducing situations where body shape or gender limits comfortable choices. The company describes itself as unusually transparent about production, publishing the stages of its manufacturing process; earlier coverage described it as selling fair-trade organic-cotton men's boxer shorts under the tagline "the world's most transparent underwear."

Founding story

The company was established in December 2017 as a student venture; Forbes identifies cofounders Taiga Takayama and Lilian Kanemaru, then students at Keio University, and notes the company was involved across fabric making, dyeing, manufacturing and packaging. Taiga Takayama (高山泰歌) is the representative director.

Business model

Consumer product brand: one nova develops proprietary fabric, has garments manufactured, and sells them under its own brands (one nova and sponge) primarily through its own e-commerce site, supplemented by pop-up retail and stockists such as the lingerie brand EMILY WEEK.

Revenue comes from direct-to-consumer product sales at fixed unit prices on the brand's online store, with promotional discounting (for example sale pricing and seasonal campaigns) and volume discounts; free size exchange is offered within 14 days of purchase even after wear.

Traction

A crowdfunding campaign raised approximately ¥23 million from backers in more than 60 countries before general Japanese retail sales began in December 2020. The one nova product line launched in July 2018 and sponge in July 2021; the brand marked its eighth anniversary with a commemorative tenugui. Preqin describes market presence in Japan, North America and parts of Europe.

Latest developments

Recent brand activity includes a limited "Maroon" colorway across three staple styles (3D Wireless Bra, Full Cover Bikini, Flat Boxer Brief), the launch of the Ribbed 3D Bra T-shirt combining a merino-blend material with ribbed fabric and cup-based sizing, and pop-ups with lingerie brand EMILY WEEK in Yokohama, Nagoya and its online store where the new 3D Wireless Tube Bra and Ribbed 3D Bra T-shirt can be tried.