Gold Flag’s Unseen Virtues of Fashion

 By Bernard Thompson, Sasha Lauture and Daniel de Bomford

Since the firm's founding in 1991, Gold Flag has set itself apart by providing unmatched care in the process of designing and fitting innerwear across all its brands, including BRADELIS New York.

President Akiyo Hirakubo says the company's spirit is to pay attention to detail and place importance on the invisible, fostering appreciation of hidden virtues that are often overlooked.

"We train our staff in omotenashi , knowledge of our products and the fitting techniques. In fact, we spend 600 hours on training for new hires,” Ms. Hirakubo says.

Furthermore, Gold Flag invests significant time facilitating its staff's continuous improvement through its 'star program,' in which it takes over five years to earn three stars.

This attention to detail is also fundamental to the company's designs, with Gold Flag holding 15 patents for creations that are both stylish and comfortable, including a unique wireless shaping bra.

“Every product we design incorporates some level of shaping functions,” Ms. Hirakubo says.

The Gold Flag staff aren't just selling products; they provide a service, hospitality and counseling. The result is often a 'wow' and always a happy customer.

“If a customer has any concerns, we can provide innerwear that can give her confidence,” the president says.