What has The Company Asics Corporation Overcome Cultural Studies Essay

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Asics Clothing

Asics Corporation is one of the top sportswear manufacturers in the clothing industry. But what has this company gone through to get to this status?

On the first day of September 1949, Onitsuka Co., Ltd. started its business operations in the clothing industry. The founder, Kihachiro Onitsuka, manufactured shoes for basketball in his own hometown Kobe, Japan. The company became known for their famous design called the Mexico 66. The design had a distinct crossed stripe which is now identical to the company's brand.

In May 1953, the company opened their first Tiger Rubber Factory which was situated in Kobe. After four years, the company was reorganized into a new company called Onitsuka Co., Ltd.

Onitsuka Co., Ltd. Becomes Asics Corporation

Onitsuka Co., Ltd. fused with Jelenk and GTO in July 21, 1977 and formed what is now known as Asics Corporation. Regardless of changing the name, Asics still produces and sells their vintage shoes collection under the original Onitsuka label.

The company's new name 'Asics' was chosen because it the acronym of a Latin phrase which is 'anima sana in corpore sano.' This phrase literally translates into 'a healthy soul in a healthy body.' In 2007 however, the company focused on the other translation of the company name which is 'a sound mind in a sound body' and comes from 'mens sana in corpore sano.'

Asics was able to generate 171 billion Yen from their net sales as well as 13 billion Yen on net income. All this was accomplished in 2006. The company's income comes from different sales, 66% of which comes from selling their sports shoes, 24% comes from their sportswear, and the 10% comes from their sports equipments.

The Japanese company has been able to produce 49% of sales solely from its mother country. North America has given them 18% while Europe has generated 29% of sales.

Asics Corporation Faces the 21st Century

Currently, the company is sponsoring several nationally ranked NCAA and NAIA teams for both men and women. They are letting these teams use their sportswear and equipment. Aside from those two, they are also sponsoring national teams such as Sweden, Japan, Italy, Spain, Puerto Rico, Argentina, Slovenia, Canada and Brazil. Other sports which the company sponsors include wrestling, triathlon, tennis, cricket, athletics, netball, football and lastly, volleyball.

Most recently, Asics Corporation became the 2006 Winter Olympics' official apparel sponsor. Teams that competed in the 2007 World Athletic Championships which was held in Osaka, Japan were also supplied with the company's apparel. These lucky teams were the Dutch, Italian, Irish, Australian, and South Korean.

The company's philosophy comprises of four main aspects such as supplying products and services which will create value for every customer, protection of the environment as well as contributing to the social and individual community, to provide sound service plus share the income with the shareholders who have supported the company, its community and employees. Lastly, the company wishes to achieve Asics in the form of freedom of the spirit, fairness, and respecting each individual's dignity.

Asics Corporation has been awarded with a Shoe Award which was given by Runner's World magazine. The company is currently has over 6,501 employees as of March 31, 2009. Their head office is located in Kobe, Japan and they have branches in Kanto and Kansai, both of which are in Japan. They also have over 44 subsidiaries and affiliates both domestic and overseas.

The company also owns ASICS Institute of Sports Science which is located in Kobe, Japan.

Title: Cardigans Clothing

Keyword: Cardigans Clothing

The Purpose of the Cardigan

The cardigan is a kind of sweater which ties, zips or buttons down the front. It cannot be compared to a pullover because this does have an opening in the front but rather is used by the way it is named.

Sweaters have been created in order to serve a purpose which is to be a protective covering for the user against a cold weather. In creating a sweater, there are many things to consider such as the sweater's insulating power, its colors, patterns, silhouettes, the style line which is specifically for the neck and the waist line.

Most times, the cardigan's torso is being knit as one single piece which is in a simple pattern of back and forth. As a contract, the pullover knitting pattern only requires a circular knit. Then again, the cardigan's body may also be knit in three parts: two for the front part and one for the back.

Aside from the cold weather, cardigans can also be worn in many other occasions. Mostly, this piece of clothing is being worn in fancy dress occasions as a cover up for a dress which has no sleeves. It can also be worn to work as well because it has a formal design which does not make the wearer look too loud.

Other times, the cardigan can be worn to church as well as outdoor sports events such as camping and hiking. With this in mind, the cardigan should be selected properly in order for it to serve its purpose.

Where Did the Cardigan Get Its Name?

The cardigan was given the name after the 7th Earl of Cardigan, James Brudenell. He was also a commander of the British military who did his service in the famous Crimean War.

The Fabric and Style of the Cardigan

Usually the cardigan is either made by hand knitting or machine. Its fabric can either be wool or cotton. The cheaper ones, however, may partially be made of acrylic. This article of clothing is available for both male and female.

Although the cardigan can have any type of neckline, the V-neckline is most popular. The front seam of a cardigan enables it to be varied according to the fashion style. The cardigan has a special type which is the shrug. It is mostly a covering for the sleeves and contains only a strip of fabric which runs along the back. Alternatively, it resembles a vest which has been scaled down.

Nowadays, plain cardigans are being worn over shirts or inside the suit jackets of the men. It is seen as a less formal waistcoat which keeps the neckties isolated in its precise location once the jacket is removed.

Usually this piece of clothing is decorated with ornaments which can alter the look of a cardigan. The most obvious decoration is the collar and the lapel. These are the most common because they frame the neck, face, and shoulders.

The closure type can also be altered according to the wearer's type. Normally the cardigan is comprised of either a button down or zipper. But since fashion is changing, belts and ties have also been part of the selection.

Title: Carhartt Clothing

Keyword: Carhartt Clothing

The Beginnings of Carhartt

Carhartt has been able to produce premium quality work wear for the past 120 years. Find out the roots of this clothing manufacturer.

1889 saw a significant introduction to the apparel industry. Carhartt, Inc. was founded in that year and has produced clothes for about 120 years. Today, the company is still family owned by the company founder's descendants, Hamilton Carhartt. The company's headquarters is located in Dearborn, Michigan. The company is famous for its work clothes which include coats, jackets, overalls, vests, shirts, coveralls, dungarees and jeans.

Originally, the company made clothing for railroad workers. Their first production in the 1890s focused primarily on the needs of railroad workers to wear overalls. Eventually, the company expanded the durability of its clothes line which has now included heavy duty threads. Their materials have been created with a high technology which can withstand flames, water and abrasion.

The Company's First Business Operations

The company opened its first facility in 1997 in the location of Penjamo, Guanajauto Mexico. A few years later, a second plant was opened in December 2001. The second plant was situated just 30 miles from Irapuato City, Guanajauto. The company has also been able to expand their plants in 2003.

Carhartt in Today's Times

In the US, Carhartt sponsors organizations which focus on blue collar jobs as well as events such as the 4H, rodeos, National FFA Organization, and the NASCAR #17 race car which was driven by a man called Matt Kenseth. During the rescue operations in the 9/11 World Trade Center, the company contributed thousands of bib overalls which were used by the rescue team throughout their rescue.

Nowadays, the company's clothes can also be found in construction sites, ranches and farms. The company launched the Carhartt for Women in 2007 in order to produce women's work wear just in time for the fall.

In 2006, the Carhartt brand expanded to Carhartt EMEA which means Europe, Middle East, as well as Africa. This brand provided work wear to the company's European market. They have also started making street wear clothes which focused on a more fashionable style which can be compared to Volcom or Stussy.

Carhartt throughout the World

Carhartt is a common brand in Japan which has been known to collaborate with other brands as well. A good example for this collaboration is with A Bathing Ape and Carhartt camouflage jackets and hoodies. The street wear brand, which has been produced under the license of the Work in Progress, is a big supporter of affinity groups. Examples of these groups are the musicians, skateboarders and the artists.

The production of Carhartt Street wear apparel is majorly outsourced to the Asian countries. Before 2000, most of the company's items were manufactured by a unionized labor in the United States. But because of the harsh competition with other apparel manufacturers, a lot of the company's noncore clothing items has been outsourced to other countries such as Guatemala, Honduras, China, the Philippines and the Dominican Republic.

Carhartt continually operates a unionized cutting and sewing as well as owning the distribution centers throughout the United States and in Mexico. Some of its retailers sell an apparel line known as "Union-Made in USA."

Title: Felina

Keyword: Felina

Early Introductions of the Lingerie

Lingerie has always been a part of women's daily clothing. But how has the lingerie industry evolved to what it is now?

The lingerie was first introduced into the public in the midst of the 19th century and one of the biggest lingerie manufacturers is Felina. The history of the company can be traced back to the past 120 years.

Between the years 1810 and 1870, women were bothered by the corset, bustle, and the crinoline. Women who were fashion conscious appeared to the public with a 'wasp waist' which was created by bodices which were laced-up and mechanical corsets. However, in 1870, this artificial silhouette began to slip to the back and this bustle which was shaped like a basket created an erotically charged 'false posterior.'

In the last third parts of the 19th century, however, more luxury in lingerie was introduced. They were extended to include fine Dutch linen as well as embroidery and lace work, crochet work, and heart shaped broderie. It was indeed the period where imagination had no limits. This started the art which was called 'white needlework.'

During that time, the corset was being used exclusively to provide shape to a woman's figure. It then acquired an added fashion accent which is now called as 'suspenders.'

In the 1900, the typical woman's silhouettes exhibited a woman without a stomach. Because of this, the lower part of the body was enforced to form a straight line in 1910.

The Age of Industrialization

Before industrialization began, corsets were being individually hand sewn by the corsetiere in the 1840s. When the age of industrialization came, mass production of the lingerie was linked to the introduction of the sewing machine in 1850.

Since the French were the innovators of the standardized production of corsets, the first corset sewing works made their first appearance in Germany. Among these companies was a factory situated in Bad Rappenau was founded in 1885 and has evolved to what is now Felina.

World War One gave birth to a new feminine image which was conditioned by the need of employing women along with their subsequent independence. During this period, women began resembling young men or even boys. The corset was the current item of clothing during that time and because of the necessity to cater to this new generation of women, the corset was replaced by the girdle. The first bras were also introduced.

In the 1960s, there was a big expansion in the lingerie industry of West Germany. Over 25,000 people were employed and among which, 2,000 of these were hired by Felina alone. The introduction of the fiber Lycra, mini skirt and the first tights became staples throughout the fashion industry.

Felina's View on Today's Lingerie

Currently, the trend for the design of lingerie was aimed to emphasize the woman's figure and add deeper décolleté. Also, another contributing factor to the changes in the lingerie industry was because of the increasing number of young women who had large bosoms and are unafraid to emphasize their décolleté.

Now, Felina has added to its lingerie collection and can now cater to women who have large cup sizes. The company believes that the undergarments should not only be high fashion, but also avoid the constriction of the wearer. Undergarments should be as comfortable as possible so that the wearer will have a particular sense of well being.

Title: Hanes Clothing

Keyword: Hanes Clothing

The History of the Worldwide Famous Hanes Clothing Brand

In 1901, the P.H. Hanes Knitting Company was founded to manufacture men's underwear. Throughout the middle of 1970, the company's executives discovered that the company's white underwear product was being screen printed in order to be worn as an outerwear.

Because of this, the company saw the potential of white underwear T-shirts and began selling them. Thus, the Hanes 5000 T-shirt line was developed and began to be sold to individual screen printers.

A few years later, the company introduced their new product known as the Hanes Beefy-T® which was a roomier and heavier weight T-shirt. It was developed specifically for the rising screen print industry. Later in the same year, the company was able to develop the 'screen printer fold' which eliminates the added cost and individual packaging handling.

Hanes Knitwear, a Separate Division

The company became a separate entity of Hanes Knitwear and was known as Hanes Printables in 1980. This new division was solely dedicated to manufacture and distribute T-shirts which could be imprinted along with other apparel. The original Hanes Knitwear then became a part of the family of Sara Lee Corporation's branded consumer products.

Introduction of Hanes Her Way

In 1986, the company introduced the Hanes Her Way which manufactured inner clothing for women. They began manufacturing underwear for women such as body wear, panties and bras.

The Participation of Hanes to the 1996 Atlanta Olympics

The 1996 Atlanta Olympics contracted the company to become a major sponsor. Hanes was able to produce a unique series of their original Hanes Beefy T-shirts which represented the 500 days that lead to the event's Opening Ceremonies. The T-shirt Number 1 was auctioned for an amazing price of $32,500. The money was spent on purchasing game tickets for the Olympics for children who were underprivileged.

Hanes Celebrates Its 25th Year

Hanes turned 25 on 2000. For the past 25 years, the company's original T-shirt has been sought after by their loyal customers. In fact, a research showed that each individual aged 16 years old and above, purchased an average of at least four t-shirts every year. Because of the success of their t-shirt, the company celebrated the purchase of their one billionth Hanes Beefy T-Shirt. As such, they celebrated with a sweepstakes for the 'Beefy-T' PT Cruiser.

The 'Go Tagless' Campaign

The company got another innovation in 2004 when they initiated the movement called 'Go Tagless' which was launched on their authentic Hanes T-shirts. This campaign got rid of the irritating neck labels which came along with an ordinary t-shirt.

Hanesbrands Inc., the Separate Brand

After a 26 year partnership with Sara Lee Corporation, the company was finally able to become independent on the 26th day of September 2006. The brand became known as Hanesbrands Inc. They founded their headquarters in Winston-Salem, North Carolina and have been able to employ over 50,000 people all over the world.

This company currently owns several apparel brands such as Hanes, Champion, Playtex, Just My Size, Barely There, Wonderbra, L'eggs, and many more.

Throughout the history of the company, they have been widely known for the work they have done for the environment such as the 'green' buildings. Aside from this, they have also been noted for their community work as a support for the schools in Honduras and also for the Dominican Republic's relief efforts during the hurricane.

Title: Parka Clothing

Keyword: Parka Clothing

What is a Parka?

The parka is also referred to as the anorak. It is a kind of heavy jacket which comes with a hood. Most of the time, this hood has been lined with either real or fake fur in order to protect the body's face from a mixture of both wind and freezing temperatures.

The parka was originally made from seal or caribou and was invented by people from the Arctic region who were known as the Caribou Inuit or Eskimo. These people invented the parka because they needed clothing that could protect them from the chilly wind and wet while they hunt and kayak. Some Inuit anorak types need to be habitually coated in order to retain their water resistant quality. To do this, the Eskimos coated it with fish oil.


The anorak term originated from 'anoraq,' a Kalaallisut word while parka originated from the Aleut. The term parka came from the language of the Nenets and first entered the written English record in a work by Samual Purchas in 1625. The anorak term was not seen in the English world until 1924. Its early meaning was a gay beaded item which was worn by women or brides from Greenland in the 1930s.

While these two terms are being used interchangeably, they used to describe different apparel when they were first introduced. To be more specific, the anorak is usually a waterproof jacket which had a hood and drawstrings situated at the cuffs and the waist. Meanwhile, a parka is signified by a knee length cold climate coat or jacket which was normally stuffed with either down or synthetic fiber which was very warm. The parka's hood is also lined with fur.

The Anorak, Similar to a Parka

Initially, an anorak was used as a pull over coat without a button, frogged opening or a zipper. However, this distinct quality no longer implies to the anorak due to the fact that many garments which have a full length opening in the front are being called an anorak as well. The two garments have been altered from their traditional form into several different designs while making use of modern materials such as the Fishtail and Snorkel.

The Amauti, Parka's Variety

Another variation of the parka is the Amauti, which is a traditional eastern Arctic Eskimo parka. This garment was initially designed to carry an Eskimo child along with the garment in order to keep the child from getting frostbite, cold and wind. This parka variety is made from different materials such as sealskin, duffle, or caribou skin and has a windproof for an outer shell.

The Role of the Parka Nowadays

As part of the tradition of these Arctic communities such as Nunavik and Nunavut, children are still continued to be carried in such way. However, the garment can sometimes be noticed in the Northwest Territories, Labrador, Alaska and Greenland. Traditionally, the mother is the one who wears the amauti but this garment can also be worn by the male care givers or fathers. The south Baffin has a belief that a man who wears this garment will become successful on his next hunting for some certain animal species.

Parka in the Fashion Industry

The early 1950s parka was made from Nylon. However, the fabric was changed to poplin in 1959 when it was featured as a fashion statement in Vogue magazine.

Title: Trench Clothing

Keyword: Trench Clothing

What Is A Trench Coat?

Generally, a trench coat is considered as a raincoat which reaches the knees or sometimes longer. It has been made from a heavy duty and waterproof cotton drill, wool gabardine or poplin. In some cases, the apparel is made from leather. Lately, it is being made with a removable protective lining.

The Trench Coat during the World War I

As a substitute to the bulky serge greatcoats which were originally by World War I's British and French soldiers. The trench coat was claimed to be invented by both Aquascutum and Burberry. The first company's claim dates back to the 1850s while the latter was only seen in 1901. The inventor of the gabardine fabric, Thomas Burberry, submitted the design for a new army officer's raincoat. He submitted this design to the War Office in United Kingdom.

After that submission, this article of clothing became non-compulsory for the British Army. Later, it was acquired by private use by the Warrant Officers Class I and the officers under their own free will. Since then, officers from other ranks were prohibited from wearing the trench coat. Aside from the coat, the British Warm was also an optional piece of clothing. It is made of a wool coat which is similar to the trench, only it was a lot shorter in length.

Additional Designs to the Trench Coat

The design of the coat was altered to include some shoulder straps as well as D-rings during World War I. The purpose of the shoulder straps was to be used as an attachment of epaulettes and other sign of rank. The D-ring however, was said to be added for the purpose of attaching hand grenades. But really, the ring was intended for map cases as well as swords and other equipments which were added to the belt. Many war veterans who returned to their civilian lives kept this piece of clothing because it became highly fashionable for both women and men.

The Trench Coat during the World War II

Throughout World War II, the United Kingdom officers continued using the trench coat while in the battlefield to fight off the bad weather. Other nations such as the US and the Soviet Union also developed the use of jackets which were based on the style of the trench coat. This was also used by continental Europe's armies such as Germany, France, Poland and Holland.

However, as the war continued to progress, the field men wore shorter 'field jackets.' This included apparel like the Denison smock which was used by the British commandos, snipers and paratroopers. The United States' Army also wore field jackets known as the M1943/M1941. These piece of clothing become shorter and more practical to wear than the trench coat because it allowed the wearer of the item to be more movable.

In this period, the usual trench coat consisted of ten buttons and was double breasted. It was also a long coat which was made with fabric colors such as tan, beige, khaki, or black. These coats usually had cuff straps which were on the raglan sleeves along with a belt and shoulder straps.

Trench Coats were usually worn both as a windbreaker or a rain jacket and not as a protection from the snowy or cold winter conditions.