ROICA™ by Asahi Kasei turns 50 and unveils its brand-new visual identity conveying smart values for the contemporary consumer wardrobe.
Since 1971, the Premium Stretch Fiber raises the bar in fashion, lingerie, activewear, hosiery and textiles with smart innovation. Today, ROICA™ shows its way in activating responsibility and contemporary performance with a human & circular centric look & feel.
"ROICA™ new identity is the ultimate upgrade and milestone of the brand's evolution path which brings together and merges performance, innovation and responsible imprint. ROICA™ strategic commitment is built on two main pillars that meet value driven consumer's expectations: first, continuous R&D and innovation activities focusing on new contemporary stretch functionalities with the highest integration of sustainability. Second, developing synergies and partnerships with leading responsible innovators throughout the whole value chain from throwsters down to consumers, people and companies sharing the same goals. We truly believe in the new generation of value driven businesses to create and deliver better products in full respect of people and environment meeting at the same time performances requested by contemporary way of life" declares Shinichiro Haga, Senior Executive Manager of ROICA Division. ROICA™ identity will be activated in all its communication tools and channels, such as a renovated website and social media presence.
Balanced geometries, calibrating color and different anatomical details: the visual identity is then declined in 5 different designs, each for one of the 5 applications that can be enhanced by ROICA™ yarns: ACTIVATION for performative sportswear garments, AQUA for smooth swimwear, STYLE#FIT for casual wear and athleisure, ESSENTIALS for next to skin lingerie and underwear and LEGWEAR for stylish hosiery. A complete wardrobe.
Showing its leadership, the company marks a unique milestone in the world of stretch, enhancing a contemporary wardrobe made of new generation values that are fully conveyed and visible to the end consumer. Indeed, by creating cutting-edge tools, such as the hangtags that provide, through simple and well-designed icons, clear and concise functional information showing for each application the values and performances of each single ROICA™ families: ROICA Colour Perfect ™, ROICA Resistance™, ROICA Feel Good™, ROICA Eco-Smart™, ROICA Contour™.
On top of this, in order to ASSURE that what is labelled as ROICA™ Sustainable truly reflects the brand's new generation values, the company created and introduced a branding policy indicating the allowed blends for their smart yarns belonging to the unique ROICA Eco-Smart™ family. A big step toward complete transparency and transparent AUTHENTIC communication.
Indeed, constant investments in R&D, people and technology allowed the company to engineer agile, multi-facetted and sustainable stretch yarns which redefine the new circularity, delivering the style, support and finish, trusted to match the performance demands and ambitions of the new generation contemporary consumer.
With multiple production sites from Japan to Europe, ROICA ™ is the smart tech partner for key international players in the textile, fashion, lingerie, activewear, hosiery industry, hygiene and healthcare and follows the many regional differences for both local rules and certifications.
"The new ROICA ™ identity immediately communicates the brand's values as well as its fibers' innovative power to activate top performances and trigger change" comments Takaaki KONDO, ROICA™ Global Marketing Department Manager. "Our new image finally matches story telling with story making. And stay tuned ...Asahi Kasei approach to responsible innovation is a nonstop continuous one ".
ROICA™ "Advanced fit for living", a premium stretch fiber with an innovative range of smart functions to suit every Modern Wardrobe need. ROICA™ shapes comfort with quality, performance and fit, adding value with values to everyday living for sport, intimates, fashion and business wear.
ROICA™ is a trademark of Asahi Kasei Corporation.
ROICA™ is also partner of C.L.A.S.S. (Creativity Lifestyle and Sustainable Synergy).
C.L.A.S.S. is the international ecohub founded by Giusy Bettoni in 2007 which has established itself as a reference point in the fashion and textile business for brands, designers, manufacturers, students and and all those determined to make fashion smarter.
C.L.A.S.S. mission is to provide professionals the strategic tools to trigger change and to grow both in responsibility and competitiveness. The ecohub pursues its goals by merging design and innovation with the new sustainable values contemporary consumers are looking for. C.L.A.S.S. portfolio of services includes:
- THE SMART TOOLS, a platform of responsible and traceable materials, technologies and cutting-edge innovations for both production processes and communication, all injecting sustainability into textiles, fashion collections and companies' performance.
- THE SMART ACADEMY, a rich programme of events, talks, classes and services with a very important goal: to educate, raise awareness and inspire professionals, students and even end consumers. Because there is no sustainability without knowledge.
- THE SMART SHOP, the inspirational materials' bank and samples' e-shop for students, designers and brands willing to explore and test sustainable fabrics.
Over the years, C.L.A.S.S. has teamed up with some of the most influential players in the virtuous textile and fashion business such as Premiére Vision, Fashion for Good, Renoon, Fashion 4 Development, Fondazione Ferragamo, The Sustainable Angle and more.