Haruyama changes business wear with innovative technology

Fusing classic and elegant style with innovative manufacturing techniques, Haruyama Trading creates an affordable luxury for today's working class with ingenious and functional business apparel.

Haruyama began as an importer of European fabrics tailored to the specifications of the Japanese market. "The Japanese are known for arranging details and developing new improvements," says president Masashi Haruyama. "This is reflected in our apparels and accessories."

Fabricating one-of-a-kind ideas for 40 years, Haruyama has 373 outlets across Japan. It sells men's suits, jackets, slacks, formal shirts and accessories, and a small range of women's wear and accessories. Sales remain robust, from 51.53 billion yen (HK$3.9 billion) in 2012 to 52.37 billion yen last year.

Known for its excellent service, Haruyama provided the uniforms of the Japanese national team at the 2008 Beijing Olympics. It showcased its bestselling i-shirt, which has cooling properties, is quick-drying, stretchable and non-iron. "The quality across the board is very high in Japan, and we make sure to accommodate every detailed request," Haruyama says. "As a result, we have already sold more than 500,000 i-shirts."

Keeping customers in mind, Haruyama has developed market-leading products. It designed a machine-washable suit to save on dry cleaning bills. Its lightweight suit made from stretchable fabric can be worn even while playing golf. Those who are on the go will benefit from Haruyama's impact-absorbing and weight-relieving business shoes. For anime fanatics, last year it launched collaborative formal wear and accessories themed after Evangelion and JoJo's Bizarre Adventure.

To meet the increasing demand for formal shirts in China, Haruyama opened four overseas stores in Shanghai, Nanjing and Jiangsu. With more than 200 established relationships with contracted factories in Asia, it targets Singapore, Indonesia, Taiwan, Malaysia and Vietnam for its future offerings and is open to partnerships to make this happen.