"Absorbent shorts often look like bloomers." "I want to be stylish even on my period." These small but deeply felt frustrations from women working on the front lines led to the creation of the absorbent underwear brand Kwom. It embodies the reliable sewing techniques of Nawa Co., Ltd., which has been making apparel from stretch materials in Osaka for over 70 years.
Meaning behind the name "Clad in Wind"
Kwom is derived from "Kaze WO Matou" (clad in wind). The brand's wish is for women to face their own biorhythms (menstrual cycles) and live flexibly, true to themselves, at all times, as if clad in a comfortable breeze. That single phrase encapsulates all of the brand's aspirations.
Osaka's Sewing Technology Enters Femtech
Kwom officially launched in May 2022. After garnering 240% of its target support on the crowdfunding service "Makuake," it embarked on its journey as a lifestyle wear brand offering absorbent shorts and camisoles on its official e-commerce site. The brand is operated by Nawa Co., Ltd., a company founded in 1953 in Miyakojima-ku, Osaka City, that has consistently manufactured apparel, primarily using stretch materials. From creating costumes for stages and dancers to developing its own brands of dance, ballet, and fitness wear, the company is now applying its extensive sewing technology and facilities, under an integrated production system from cutting to sewing at its own factory, to the new field of femtech.
From Top-Down to Autonomous Organization
The representative director graduated from Kansai University's Faculty of Commerce and worked for seven years as a full-time administrative staff member and swimming coach at the same university. In 2014, he joined the family business, Nawa Co., Ltd., and in 2017, at the age of 32, he became the representative director and president. Since his appointment, he has worked to transform the company from a top-down management style to an "autonomous organization" where employees think and act for themselves. With approximately 85% of its employees being women, the company has pursued a rewarding work environment and has received external recognition, including certification as a Regional Future Driving Company by the Ministry of Economy, Trade and Industry, the White Company Award Promotion Prize, and selection as one of the "100 Companies Representing Osaka City." This modern management approach, which leverages years of cultivated professional stretch wear sewing technology to unleash the potential of people and organizations, forms the foundation of Kwom.
Function Over Design: The Discomfort That Led to Innovation
The impetus for Kwom's creation came directly from the female staff of Nawa Co., Ltd. When absorbent shorts first began appearing on the market, existing products tended to prioritize function over design, often giving them the appearance of bloomers. There was a strong desire among women not to compromise on style, but products that met this need were scarce in the market. Kwom was born from the company's support for the idea from its female employees who wished for such a product.
Embracing "Be Yourself, Be Beautiful"
Lace Absorbent Shorts Regular
Source: kwom-lifewear.com
The core value Kwom wishes to convey is encapsulated in the phrase "Be yourself, be beautiful." It's about being able to enjoy fashion and activities as usual, without having to restrict your clothing or actions. To achieve this, we have meticulously focused on providing a sense of security through overwhelmingly high absorbency and a design that eliminates discomfort. The peace of mind that comes from being able to go about your day with just one pair of shorts, without relying on pads, gently supports your ability to choose your usual clothes and activities.
Manufacturing Philosophy: "Entrust and Believe"
The representative director did not directly participate in the development of Kwom. Believing that for such a delicate area, it was best to entrust the process to the female staff on the ground, management focused on creating a financial foundation for continued development, such as securing business restructuring subsidies. The staff on site, driven by a desire to deliver the best product, repeatedly made prototypes without compromise until they were satisfied with the comfort and sense of security. Entrust and believe. This is the representative director's approach to manufacturing.
Unique 4-Layer Structure and "Waterproof Wall"
The outer fabric uses the stretch material that Nawa Co., Ltd. excels at, enhancing wearability. The absorbent part features a unique 4-layer absorbent pad made of carefully selected high-quality materials that quickly absorb menstrual fluid. Deodorizing and antibacterial functions reduce stuffiness and stickiness. Furthermore, the edges of the crotch area are equipped with a unique structure to prevent leakage—a "waterproof wall"—meticulously designed to prevent side and wicking leaks. Combined with the quick-drying surface material, this achieves both a light feel and peace of mind.
Top 3 Features of the Product
If we were to list the top three features of Kwom, they would be as follows: Reliable absorbency of up to 50-70ml (equivalent to about 8 sanitary pads). A unique structure that prevents side, front, and back leaks. And designs, such as all-over lace, that are rare for absorbent shorts. They are a reliable single item for various situations where menstrual fluid or sweat is a concern, such as light incontinence, sports, yoga, dance, golf, travel, and long meetings at the office. They are also chosen for outings, outdoor activities, concerts, theater, and as emergency supplies. They are also popular as a treat for oneself or a small gift for women.
Customer Feedback
Customers who have used the product have shared feedback such as, "I was honestly a bit anxious about trying absorbent shorts for the first time, but when I wore them, there was no bulkiness and they felt so natural that I almost forgot I was on my period," and "They were always dry, so I didn't have to worry about leaks at all, and the absorbency was surprisingly good." Repeat customers reportedly consistently praise the high absorbency, the peace of mind regarding leaks provided by the "waterproof wall," and the ease of hand washing (how easily stains come off).
Over a Year of Development: Wearing and Discussing
Development took over a year. With each prototype, all staff members would wear them and exchange opinions on comfort and reassurance against leaks, leading to the next improvement. This cycle was repeated for over a full year. The validation process was never compromised until all staff members were satisfied, not just one person thinking it was "good enough."
Future Goals
In Japan, the terms femtech and femcare are not yet widely known. Because people have been able to "put up with" pads and other traditional products, it's been difficult to encourage the action of "changing," and the challenge is that the benefits of Kwom are not yet widely recognized. Nevertheless, those who have used it have given it high praise. Therefore, we aim to first let as many people as possible know about Kwom's benefits and encourage them to try it. With this in mind, we hope to overcome the barrier of awareness.
To Our Readers
Kwom won the Gold Award at the 2026 OMOTENASHI Selection. The maximum absorbency of 50-70ml (equivalent to about 8 sanitary pads) is also based on tests conducted by public institutions. We have received high praise from those who have used it. To help you stay yourself. As one of those options, please try Kwom shorts once.
※Kwom is not currently available at the ENGAWA STORE online shop. You can purchase it at ENGAWA ASAKUSA.