B-Three—owned by the apparel group Value Planning—makes high-quality, stretchable clothing that emphasizes comfort, fit and style, helping revolutionize modern Japanese fashion.
By Sasha Lauture and Bernard Thompson
In the world of fashion, where comfort often clashes with style, B-Three is rewriting the rules. With a legacy rooted in Japan’s rich textile traditions and a commitment to cutting-edge innovation, the clothing brand is transforming everyday wear into an experience of unmatched luxury and practicality. With over 30 years of experience, the company stands at the forefront of Japan’s stretchable fabric market.
“Japan has always valued the feel of the material against the skin,” explains Norio Imoto, president of Value Planning, the parent company that owns the well-known B-Three brand. “Our product concept—‘look better, fit better, feel better —captures this essence by focusing on the tactile experience, a cornerstone of Japanese fashion.”
This attention to detail is embodied in Value Planning’s flagship brand, which specializes in expertly crafted stretch pants. B-Three’s pants are not just comfortable but engineered for durability, providing a flattering silhouette. "Stretchability is key," says Mr. Imoto. "We use stretch yarn to ensure our products stretch in every direction, making them a superior choice for both work and casual wear."
In addition to B-Three, Value Planning has expanded into complementary products with brands like B-Three Plus, which offers tops, and Sheafeel, which features fabrics enriched with shea butter for extra skin comfort. “The focus is always on how our clothes feel and fit,” Mr. Imoto emphasizes. This thoughtful approach has earned the company a loyal following: over the course of three decades, 2.1 million total customers have enjoyed Value Planning brand products, 500,000 in the last three years alone.
As Japan’s population ages, Value Planning sees this situation as a unique opportunity. “The need for functional pants styles will not decrease significantly in the future. When people get older, they tend to wear pants more often,” notes Mr. Imoto.
“Our stretch pants are also particularly popular among working women,” says the president, who is proud that Value Planning's pants have become an item that encourages Japanese women to be active in society: “We have received the Minister of Economy, Trade and Industry Award as a company that promotes women's empowerment.”
The pandemic posed challenges, but it also shifted the company’s focus toward online expansion. While physical stores remain crucial for first-time buyers, Mr. Imoto sees e-commerce as the future, though sizing remains a challenge. "We’re waiting for technology that allows customers to measure themselves online easily," he says.
With plans to expand across Asia and a commitment to both product innovation and customer satisfaction, Value Planning is poised for continued growth. As Mr. Imoto puts it: "When people try our pants, they understand the quality—our goal is to make this experience available globally."
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