AEON Launches Atheleisure Brand innercasual, iC Featuring Japan's Fabric Technology For Superior Comfort | innercasual iC Teams Up With Tribe Boxing Studio For Athleisure.

Universally taking the world by storm, athleisure becomes a way of life and after making waves successfully across many countries, AEON finally announces the arrival of innercasual or in short, iC in Malaysia. AEON has diligently selected the community boutique gym, TRIBE BOXING STUDIO that is famed for its group kickboxing to energetic pumping music to launch its first collaboration with iC.

innercasual or iC promises top quality with sustainability high on agenda featuring size and age inclusive – all while staying accessibly priced and budget friendly to be true to its everyday-good-value mantra. The brand intends to set its motion in Malaysia by introducing 3 distinctive styles: the fun and functional ActiveWear; the exciting technology to enhance lifestyle’s PeaceFit, as well as the Sustainable fashion range in collaboration with the iconic British designer and activist, Katherine Hamnett, a pioneer in ethical fashion.

‘SAVING THE PLANET’ is the message on many innercasual, iC tees print that embodies Katharine Hamnett’s will and passion to protect the earth and the environment that nurtures it. Each piece in the collection commits to eco-friendly fabric, the organic cotton – grown in fields with no use of pesticides or chemical fertilizers. Long and repeat wearability is also another of Katharine’s fierce commitments for this collection.

Present to launch the brand, AEON’s Deputy Managing Director, Naoya Okada enthused, “innercasual is all about being comfortable while opting to be versatile and flexible in our way of life so the decision to ensure that the brand is brought to Malaysia is definitely a good fit with our lifestyle strategy.”

One of iC’s most notable strength is the immediate comfort of the silky soft and buttery material that is snug and cosy the moment it’s put on while providing confidence with built-in functionality of sweat absorption and quick drying ability. In addition to being made from stretchable and lightweight material that supports movements, iC is also designed to be anti-odour, anti-bacterial and with UV-protection.

Marking the launch of iC with a community of fitness enthusiasts, TRIBE Boxing Studio, Low Ngai Yuen, the Chief Merchandise and Marketing Officer added, “We found a community partner in TRIBE that champions the same value – actively prioritizing fitness while empowering one’s own style. We call it the fit-style at AEON.

Whatever your silhouettes or body types, iC is about supporting you 4-ways: functionality, aesthetic, sustainability and affordability. As a treat for AEON Members Plus, we are inviting them to experience the much sought-after group-boxing classes here at TRIBE over the weekend. To the TRIBE community, AEON is inspired to do more because of you and we are definitely very pleased to announce other holistic collaborations with full access to live a life of wellness from a variety of food and beverage choices to boost energy and strengthen the physique.”

innercasual or its short, iC is launched in conjunction with the inaugural AEON Fashion Preview, AFP for July to October 2022 – the other upcoming excitement in store is the accessible bridal wears and wide size range to build your vacation wardrobe!

This initiative is in line with AEON’s efforts in championing the United Nations Sustainable Development Goal - 8 and 15, focusing to promote a peaceful and inclusive society for sustainable development, provide access to justice for all and build effective responsible and inclusive institutions at all levels; as well as protecting, restoring and promoting sustainable use of terrestrial ecosystems.

About iC

iC is AEON’s inner wear specialty concept store of functional innerwear, active wear and casual wear. By listening and prioritizing the voices of customers, iC is fully committed to develop products which fit into customers’ daily lifestyle with maximum comfort. iC offers affordable products which are high quality, functional, sustainable, and suitable for all ages and sizes. The 5 main brands of iC, PEACE FIT, ACTIVE WEAR, KATTHARINE HAMNETT, MIRAI BEAUTY, ORGANIC COTTON focus on being functional, comfortable and sustainable for everyday wear.

Shop for iC at AEON Taman Maluri Shopping Centre, AEON Mid Valley, AEON Mall Bandar Utama, AEON Mall Wangsa Maju and AEON Mall Tebrau City. 

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About AEON Fashion Preview (AFP)

AEON Fashion Previe (AFP) is a tri-annual event of what’s upcoming for AEON’s fashion brands. Highlighting the latest in trends, styles, colours and textures as we showcase the new season’s arrivals as well as announcing exciting collaborations. Live ahead of trends with AEON.

About AEON Retail

AEON CO. (M) BHD. is a leading General Merchandise Stores (GMS) cum Supermarket chain in Malaysia, with 28 AEON Malls, 34 AEON Stores, 9 MaxValu, 65 AEON Wellness, 42 DAISO and 4 Komai-so across the country. Incorporated in 1984 in response to the Malaysian Government’s invitation to help modernise the country’s retail industry, AEON’s chain of stores strives to satisfy the ever-changing needs and desires of consumers.

AEON BiG (M) SDN. BHD. currently operates 21 hypermarkets under the trade name of ‘AEON BiG’ in Malaysia. It offers various choices with great values. The acquisition is part of the AEON Group plans to expand the business in South East Asia and further develop their Asean operations.

Guided by its ‘Customer First’ philosophy, the company’s acute understanding of the target market needs, aided by optimal product-mix, AEON surpasses consumer expectations and enhances their experience every time they shop.

In the spirit of the name AEON, which means eternity in Latin, AEON’s goal is to work together endlessly with its customers, suppliers, business partners, shareholders and the community to create a future of limitless possibilities.

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