Since 1971, the Premium Stretch Fibre raises the bar in fashion, lingerie, activewear, hosiery and textiles with smart innovation. Today, ROICA™ unveils its new contemporary visual identity with a human & circular centric look and 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,” said Shinichiro Haga, Senior Executive Manager of ROICA Division.
“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.”
Balanced geometries, calibrating colour and anatomical details 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. The new hangtags provide clear and concise functional information, through simple and well-designed icons, showcasing the values and performances of each of the ROICA™ families: ROICA Colour Perfect™, ROICA Resistance™, ROICA Feel Good™, ROICA Eco-Smart™, ROICA Contour™.
“The new ROICA™ identity immediately communicates the brand’s values as well as its fibres’ innovative power to activate top performances and trigger change,” comments Takaaki KONDO, ROICA™ Global Marketing Department Manager. “Our new image finally matches storytelling with story-making. And stay tuned…Asahi Kasei’s approach to responsible innovation is a nonstop continuous one.”
