In July 2025, BUFF, a well-known brand of neckwear for outdoor enthusiasts, made a stunning global debut with , BUFF
We take a look inside the venue, LIGHT BOX GALLERY in Minami-Aoyama, Minato-ku, Tokyo
table of contents
From the exhibition and reception venue
The venue was fully prepared to welcome guests with a sock series and reception
Three new socks released at once! Lightweight and breathable COOL NET™ socks!
DRY FLX for quicker drying®！
inspired by hiking , will be released next year!
Each style comes in a wide variety of patterns, and appears to be available in low-cut QUARTER and mid-cut CREW styles
Personally, I love this pattern, which is inspired by the camouflage of the MERINO LIGHTWEIGHT, and I can't wait for it to be released
Of course, there will also be an exhibition of BUFF's signature neckwear
I was surprised at the large variety and patterns of caps available
The presentation and reception begins!
After looking around at all the exhibits, the BUFF JAPAN 26SS presentation began
The event was moderated by Mr. Matsumura from the Sportswear Division of Itochu Corporation
at BUFF , spoke extensively about the worldview of the new socks.
We won't go into details, but there were plenty of must-see topics, such as suggestions for matching the patterns of socks with BUFF caps and other items, and socks that match the shoe colors of other brands!
Once the presentation was over, the reception started, which was also incredibly lively
There were plenty of ways to satisfy visitors, including luxurious snacks, which were more than just a simple meal. It was quite a simultaneous global presentation. From here, we will move on to the exhibition on another day
From the exhibition venue on another day
This time we'll be sneaking into an exhibition held by ZETT (hereafter referred to as ZETT), a company that stocks BUFF
BUFF!
The amount of new products alone is impressive, and here you'll notice that they have the same names as the new socks mentioned earlier. In fact, COOLNE, DRYFLEX, and MERINO are the names of the yarns used, and the new socks and neckwear use the same yarn.
Since the neckwear and socks are made using the same yarn, you can imagine the material and feel of the socks from the neckwear!
There are also suggestions for combining a cap with a headband or neckwear
The Japan-exclusive model, which features Japanese patterns, is also said to be extremely popular among inbound tourists
Here we introduce three new types of socks!
This impressive lineup launches with COOL NET™ moisture-wicking fabric, breathable mesh zones, and supportive arch compression for comfort and stability
DRY FLX® features quick-drying fabric, breathable zones, arch support and lightweight cushioning for comfort while you run.
The MERINO LIGHTWEIGHT is a model suitable for hiking, as it is made of lightweight merino wool for odor resistance, moderate temperature regulation, arch compression, and a seamless toe, making it comfortable to wear all day
THULE!
The brand that Zett handles will also be on display, so there will be a small selection of THULE
You may not see them often in the mountaineering field, but their backpacks are generally well made. The model lineup in the image is a camera pack that would be useful for those who mainly take photos in the mountains
I get the impression that there are many models that seem to work well for everyday use around town or travel
The cases for dividing the contents are also nice, and I think any guy would want one
To be honest, I've never paid much attention to it before, but I'll be keeping an eye on it from now on!
Canadian East
There was also a black tent from Canadian East, which is a collaboration with Ogawa
What did you think of the BUFF SOCKS DEBUT PARTY & EXHIBITION? The new socks that popped out at such a bold angle may become a hot topic in the future! It's still a little ways off, but if you keep them in the back of your mind, you may be able to stay ahead of next year's trends. BUFF neckwear is also very convenient and versatile, so why not get a pair now and wait for spring!?
BUFF JAPAN official website : https://zett-jpn.jp/buff/
BUFF JAPAN official Instagram: https://www.instagram.com/buff_japan/
ZETT official website https://zett.jp/
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