While the conventional approach in promoting a new lifestyle is to push through ads with existing products, we disrupted the category by designing a product catered to their lifestyle.

‘TRUE WETSUITS’ is a special business suit made out of wetsuit material, designed to take the user seamlessly from home to surf, and beach to the office.

The suits are made from 2mm Neoprene elastic jersey materials, normally used for wetsuits. Together with 3M, a special fabric, DRY FLIGHT, was developed for the world’s first waterproof dress shirt,

The suits come in three styles, Black, Navy and Tux, fit for business, casual or party. The pen-shaped digital communication device allows the user to send appropriate messages to land, just in case the surf is too good to leave.

The online store not only shares the collection, but also provides the latest on surf and business news and stats to support the users’ performance both in and out of water.

The conventional wetsuits forced people to people give up surfing for their careers. This product however allowed the users to make time to resume their love for surfing again. This product revolutionized the way of surfing by seamlessly taking busy salaryman from home to beach, and then beach to work, all in one suit.

‘True Wetsuits’ allowed salaryman to surf on workdays, filling the line-up across Japan with surfers wearing business suits. The suit also created a movement, where people wake up earlier to surf before work.