We've made bras in Kobe, Japan since 1964 — from A70 petite to glamour cup sizes, wireless push-up styles with two cup sizes more of lift.
Why aimerfeel
Playful, Decorative Design
While Western lingerie leans simple and streamlined, we lean into decoration — ribbons, lace, and the romantic, feminine details Japanese design does best. It's one of the biggest reasons customers abroad are drawn to us.
Comfort Meets Real Lift
Our signature styles are built for the moment everything changes when you put them on: real lift from inside the cup, not from a squeeze.
Real Quality, Fair Price
Our bras are sewn to the same standard as Western luxury brands, at a fraction of the price. We don't compromise on quality. It's a big reason so many customers come back.
Through the careful craftsmanship we've built in Japan, we're working to bring new choices and joy to women across the West and around the world. We pay close attention to each individual body, and we've built bras for sizes that haven't had enough options — from petite cups as small as A70 (a 30A in US sizing) to glamour sizes up to H cup, for the in-between bodies that don't fit a 32-34-36 grid. Our specialty is a wireless push-up bra that lifts two cup sizes more, without poking, pinching, or costing extra just for the name on the tag. Finding the one that actually fits you makes every day a little more comfortable, a little more you.
The name aimerfeel carries a simple wish — that you feel loved and cared for. It's the idea that a life filled with love starts with what touches your skin. A bra stays hidden under your clothes, but you feel it all day, and it quietly shapes how you carry yourself. The lift we care about isn't for anyone watching — it's for the moment you look in the mirror and think, this is working.
In 1964, aimerfeel started as a small underwear and socks shop in Kobe, Japan, the same origin behind the name of our operating company, Sockkobe Co., Ltd. We learned the business one customer at a time — measuring real bodies, adjusting patterns, listening whenever something didn't fit right. That hasn't changed. We've spent more than sixty years refining a fit philosophy built on it. It's why a brand built on Japanese sizing ends up fitting so many bodies that fall through the cracks of Western size charts.
Signature Styles
Our CRAFT
Completely Original, By Design
Every aimerfeel style is planned in-house by our own designers — nothing licensed, nothing copied. We hold product meetings almost daily, executives included, and only styles that pass tough review from our store managers move forward. From there, we keep discussing and refining — sometimes for three years or more — until we're satisfied it's right.
Every Pattern, Built In-House
Our own pattern makers build every style from the paper pattern up. Because the whole development process stays in-house, we can make the fine adjustments that keep a design's look intact and the fit right, without handing that work to an outside factory. We fit and refit through every prototype stage, chasing a more functional bra each time. Decades of pattern data, organized by function, mean we can point almost any customer toward the style that suits her.
Quality We Check, Same Day
Most aimerfeel styles are made in our own dedicated partner factories, managed directly by us from start to finish — so we can check quality the same day, not weeks later. Our production managers inspect everything daily, from fabric and print to every stitch. That kind of direct oversight is what lets us keep costs down and still deliver something genuinely good, at a price that feels fair.
By the Numbers
Where You'll Find Us
Many of our international regulars first found us on a trip to Japan, and they've ordered every season since. That's the story that shapes who we think about building for next.
Recognition
We don't set out to win awards, but it means a lot when the marketplaces we sell on notice the same thing our customers tell us directly.
Rakuten Ichiba — Shop of the Year, Inner Wear & Loungewear category, won multiple times over the past decade
Yahoo! Shopping — Best Stores Awards, consistently ranked in the top two in the Inner Wear & Loungewear category, and No. 1 in 2023
Qoo10 — Qoo10 Awards Best Shop, four years running