YUE
Wacoal · Japan
YUE is a premium lingerie brand launched by Japan's Wacoal in 2021. It offers bras, briefs, lingerie and outerwear made from high-quality materials for women in their 30s and 40s.
| Parent company | Wacoal |
|---|---|
| Launched | 2021 |
| Production | Wacoal factories in Fukui and Nagasaki |
| Target | Women in their 30s and 40s |
| Website | wacoal.jp |
What is YUE?
YUE is a prestige lingerie brand from Wacoal, the Japanese intimate apparel group. It debuted in the Fall/Winter 2021 season and replaced the company's earlier premium lines WACOAL DIA, STUDIO FIVE and Trefle. The name comes from the Japanese word yukari, meaning connection or affinity.
Products and positioning
YUE is the highest-priced of Wacoal's core brands. It aims to offer everyday richness to women who do not want to compromise on beauty or comfort, with a core target of women in their 30s and 40s. The range covers:
- Wired and non-wired bras
- Briefs and shorts
- Lingerie
- Outerwear and skirts
A large share of the collection consists of continuing staple items. Pieces are made in Wacoal's own factories in Fukui and Nagasaki, using materials such as hand-washable silk and ultra-fine nylon thread.
Distribution
At launch YUE was sold in 92 department and specialty stores together with e-commerce, and Wacoal planned a virtual shop for the brand ahead of its other labels.
Why it matters
YUE shows how an established lingerie manufacturer consolidated several premium lines into one brand with a stronger digital focus. Its domestic production and emphasis on materials reflect a wider push in Japanese intimate apparel towards quality and comfort.
Frequently asked questions
Who makes YUE lingerie?
YUE is made by Wacoal, the Japanese lingerie company, which launched the brand in 2021.
What does YUE sell?
YUE sells premium bras, briefs, lingerie and a small range of outerwear and skirts.