by Stephen Garner

Japanese lifestyle brand Taion has teamed up with Fred Segal for the brand’s exclusive Los Angeles launch, the official release of the Taion T-Shirt, and a special Fred Segal collaboration in limited quantities.

Fred Segal’s flagship location on Sunset Boulevard in West Hollywood will be home to an immersive activation, along with a product offering at Fred Segal Malibu, that will showcase Taion’s innovative designs and functionality with a selection of high-quality, affordable utility performance wear for men, women, and children.

“I am very honored to have Fred Segal as my first retail partner in the U.S., to be in this highly respected environment with great brands all around us will allow us to enhance the Taion brand awareness and our utility/function/fashion message,” said Takashi Lesaki, owner of Taion.

Named after a Japanese word meaning “body temperature,” the brand is best known for its “inner down” jacket that features self-heating technology. In addition to the inner down jacket, the Taion x Fred Segal activation will include some of Taion’s most functional fashion garments and collections.

“Perfectly melding apparel and technology is no easy task; fashion and function always seem to be nemesis,” said Brian Nyilas, vice president of men’s merchandising of Fred Segal. “This is just one of the many layers that drew me to Taion. Never compromising design and coolness, there are layers upon layers of authentic components all nestled into a quaint little pouch. One could easily say they have re-written the playbook on how outerwear should complement both the human and their environment while maintaining the highest level of fashion sensibility. We couldn’t be happier than to launch this special collaboration at Fred Segal.”

New products will be added to the collection throughout the duration of the activation. Select Taion items will be available online at FredSegal.com and at Fred Segal Sunset and Fred Segal Malibu through the 2020 Holiday season.