Yamachu Co., Ltd., a textile manufacturer based in the snowy region of Niigata, has launched DRESS HERSELF, a new brand specializing in everyday wear for active women, including undergarments, socks, and belly warmers designed to combat the cold. The new line will be available for presale from December 14th to 25th at Center Park/The Stage #5 on the 5th floor of the Isetan Shinjuku Main Building. Yamachu, the creator of DRESS HERSELF, began with a single sock machine and has been in the textile industry for 60 years. Recognizing the fact that many Japanese women suffer from cold, the company aims to be a "high-quality daily wear brand that can be worn throughout a lifetime." The brand will offer everyday wear, including undergarments, socks, and belly warmers made primarily from silk, to keep all women comfortable and warm every day. The everyday wear line will consist of three lines: The basic line, "ACCELERATE," is a collection of socks (from 1,400 yen) that can be worn every day and improve your health with every wear. Made from silk and cotton that don't stress the skin, the socks reduce stiffness just by wearing them.

The premium line, "CONCENTRATE," offers leggings (4,500 yen), tank tops (7,400 yen), short sleeves (8,000 yen), and long sleeves (8,500 yen), all of which aim for the highest quality and design, using materials such as high-quality silk and rare cashmere. By incorporating a little luxury into everyday life, they offer the ultimate feel that is comfortable against the delicate skin of women. The relaxation line "LIBERATE" will feature cold-relief socks (1,800 yen), ankle warmers (1,800 yen), belly warmers (3,600 yen), and thick belly warmers (5,537 yen) that will help you take care of yourself on your days off.