Introducing three new styles that fit into everyday life, evolving into a brand that supports daily well-being from the feet up
Knitido Co., Ltd. (Location: 68-1 Maruta, Shimotsu-cho, Kainan City, Wakayama Prefecture; Representative Director: Yasuhiro Idobata), which operates the five-toe sock brand "knitido+", has changed its brand name to "knitido" following its integration with the corporate brand. Simultaneously, a rebranding initiative will be implemented from April 18, 2026, refreshing both the brand concept and product styles.
With this rebranding, to help customers more easily choose socks that suit them in their daily lives, the product styles have been redesigned into three categories: "Comfort," "Balance," and "Support," and product names have also been refreshed. Leveraging its expertise and knowledge accumulated since its establishment in 1981 as a pioneer in five-toe socks, and its pursuit of comfort through a combination of unique knitting technology and artisan craftsmanship, knitido is making a new start as a brand that supports a comfortable daily life from the feet up.
Background of Brand Renewal
Since its establishment in 1981, Knitido Co., Ltd. has been a pioneer in five-toe socks, delivering world-class five-toe socks made from carefully selected materials and exceptional technology from Wakayama to the world. By combining advanced knitting technology with artisanal craftsmanship, the company has created numerous patented technologies and continues to manufacture products that offer both comfort and functionality. Through Japanese manufacturing, the company values restoring the body's natural movements and consistently refines its unique "knitting technology."
In recent years, with the increasing diversity in lifestyles and society, and the growing health consciousness and expansion of the wellness market, interest in foot functionality and its relationship to the body has also grown.
In response to these changes in the times, this brand renewal was carried out with the aim of having more people experience the value of the knitido brand and becoming a presence that supports their daily lives. In conjunction with this rebranding, the company's mission and vision were also renewed. With the mission of "weaving healthy steps" and the vision of "a company that can take its own steps," we will move forward as a company that supports people's healthy lives from the feet up.
Overview of Brand Renewal
After 45 years since our founding, we are once again reminded that "comfort" in daily life is an important value for people's lives. In this rebranding, we will refresh the brand focusing on the following points.
Brand Name / Visual Refresh![]()
The previous brand name "knitido+" embodied the desire to add value to everyday life.
In this rebranding, we are removing the "+" and changing the brand name simply to "knitido," as that value is already embedded as the essence of the brand.
"Facing one's body, living true to oneself." knitido aims to be a more universal brand, naturally chosen in everyday life, weaving "tools for living" that gently accompany such people and support their health from the feet up. Along with the name change, the logo, brand colors, and other creative designs will be refreshed. The brand's visual identity will be updated to convey its world more intuitively.
Product Style Refresh
To make it easier to choose socks according to usage scenarios and purposes, three new styles have been introduced. The design makes it easy to select the right socks simply by looking at the style name.
Comfort: Enhance daily life
Designed to gently envelop the foot from toes to heel and calf, providing comfort. A rich lineup of various patterns and colors makes everyday life more comfortable and enjoyable.
Balance: Mind your posture
The sole of the foot is the foundation of movement. The air cushion structure supports the arch of the foot from below, comfortably aligning daily movements such as walking, standing, and running, starting from the feet.
Support: Aid movement
Designed with consideration for impact on the sole of the foot, smoothly guiding forward movement. A structure that lifts the arch from the base of the toes to the heel, providing comfort even in active situations.
Message from the Representative
Knitido Co., Ltd.'s founding philosophy is "to do what others don't, and what others can't."
My father, the founder, spread the value of five-toe socks as the "missionary of five-toe socks" in Japan. If my father was the "missionary of five-toe socks" in Japan, my mission was to become the "missionary to the world" to spread that value overseas. In 2006, I moved to Germany in search of a "blank canvas" where I could freely express my aspirations.
At that time, I believed that to spread the value of five-toe socks in Europe, it was essential to convey it as a "brand," not just a product. To make that intention clear, I changed the company name itself to the brand name, "knitido."
The company name "knitido" embodies our knitting technology (knit), my passion (Idobata), and the will to do (do). A pair of socks born in Wakayama is now recognized in Europe and has grown to be loved by many in Japan. 20 years after the company name change, with all brands integrated under "knitido," we are now returning to our origins.
With the passion from when we first modified a glove knitting machine to knit five-toe socks, we will continue to single-mindedly pursue a fit that feels like a part of the body. Because we believe that one pair of socks can give someone the courage to take a new step.
Our mission is "weaving healthy steps."
We will continue to earnestly take on challenges from Wakayama, always moving forward.
Please look forward to the reborn "knitido."
Future Developments
In conjunction with the brand concept renewal, the official online store and corporate website are also scheduled to be revamped on April 18, 2026. Taking this rebranding as an opportunity, we will sequentially roll out content that allows visitors to experience the brand's world and initiatives that support daily well-being from the feet up.
Furthermore, we will communicate the new value of five-toe socks through domestic and international sales channels, proposing ways for more people to improve their daily lives from the feet up.
About Knitido Co., Ltd.
Knitido Co., Ltd. is a manufacturer engaged in the planning, development, production, and sales of five-toe socks and seamless knitwear. Upholding the founding philosophy of "doing what others don't and what others can't," we have been committed to manufacturing that combines advanced technology with artisan craftsmanship since our establishment in 1981.
Through the development of unique knitting technologies, we have created numerous patented technologies and deliver five-toe socks that prioritize comfort from Wakayama to the world.
Our mission is "weaving healthy steps." As a company that supports people's healthy lives from the feet up, we operate our business around three pillars: OEM business, our own brand business, and regional collaboration business, disseminating the value of Japanese manufacturing to the world.
We will continue to knit "tools for living" that support people's healthy steps from their feet up.
Business activities: Planning, development, production, and sales of five-toe socks and seamless knitwear
Corporate website: knitido.com
Online store: https://www.knitido-plus.jp/
About the Creative Team
【Creative Team Profile】
AKIND Inc. is a branding firm based in Kobe that supports brand building for companies and regions from a "Sanpo Yoshi" (three-way satisfaction) perspective. Starting with philosophy and values, we provide hands-on support from brand strategy formulation to organizational development and business development, fostering trust with society.
Key projects include brand management for Peach Aviation Co., Ltd., MVV formulation for the Ministry of Economy, Trade and Industry, vision formulation for ANA Group, brand development for Michi-no-Eki FARM CIRCUS, formulation of the urban brand strategy "Shokuto Kobe," and area branding for Kobe Waterfront.
Corporate website: akind.jp
【Press Release】
https://prtimes.jp/main/html/rd/p/000000014.000142508.html
