STORY and CONCEPT

STORY

Have you ever struggled with gut discomfort on your commute, or just before an important meeting?
You’re not alone. Around 15% of the world’s population suffers from gut issues—1 in 7 adult men in Japan.

Recent studies show that keeping the core warm helps balance the gut, supporting focus, immunity, and overall well-being.
Japan has long had the tradition of haramaki (stomach warmers), but when it came to modern men’s wear, there were no stylish options.

“Why doesn’t it exist?”
That simple question sparked our journey.

Starting from zero experience, we approached over 100 factories across Japan.
Just when progress seemed within reach, a partner factory suddenly went bankrupt.
But we didn’t give up.

Encouraged by those who believed in us, we finally partnered with world-class Japanese manufacturers.

The result is the world’s first seamless, high-waisted boxer briefs: Choii Boxers®.
Born from persistence, and from the support of many who shared our vision.

CONCEPT

LUNDATTE’s vision is clear:
To make “Self-care starts with the gut” a global standard.

Focus, immunity, confidence—it all begins in the gut.
That’s why we believe gut care should be as natural, stylish, and effortless as getting dressed.

Our mission is to merge gut health and fashion, creating a new culture that inspires pride and confidence.
With just one pair, you gain freedom, simplicity, and the world’s easiest gut-health habit.

Wearable gut care—
a refined form of self-investment, made for the future.