HONESTIES

HONESTIES Co., Ltd. is an apparel startup from Senshu, Osaka, that designs and sells patented underwear and clothing that has no front, back, inside or outside. The business officially started in March 2019 after a successful crowdfunding campaign in November 2018. The company was formally established in April 2020.

The company was founded by Kiyohiko Nishide (CEO). Born in Osaka in 1979, Nishide graduated from the University of Tokyo Graduate School in 2007 and previously launched a direct-to-consumer food brand. He started HONESTIES to revitalize the local Senshu textile industry. The idea was born from a desire to create a truly universal design that simplifies life for busy people, caregivers, and individuals with disabilities, such as the visually impaired who traditionally check for tags to orient their clothing. The product lineup includes innerwear, t-shirts, pants, and socks for men, women, and children, as well as nursing care clothing.

HONESTIES operates a direct-to-consumer business model, selling its products primarily through its brand website. The company's unique, reversible design simplifies dressing and reduces the mental load associated with it, which has garnered significant media attention and awards, including the Good Design Award and the Minister of Economy, Trade and Industry Award at the Japan Challenge Gate 2021. In May 2024, the company announced a capital and business tie-up with the Pasona Group to enhance its reach in the well-being sector, targeting families, the elderly, and those in need of care.

Keywords: reversible apparel, universal design clothing, adaptive wear, Japanese textile, direct-to-consumer, accessible fashion, caregiving apparel, patented design, innerwear, Senshu Osaka, simplified dressing, inclusive clothing, Good Design Award, smart underwear, apparel startup