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II.Concept and World-view

The UPG comes from the phrase “ULTIMATE PERFORMANCE GEAR”, used to describe gear which “seeks to provide the utmost, ultimate performance”. This name is used to represent this ultimate brand which is the result of a combination of Phiten’s technological and uncompromising design. Our main catch copy phrase of “trailblazing beyond the untamed territory” is based on Phiten’s innovative craftsmanship which has blazed its way in heretofore unexplored technology areas and is meant to communicate the brand concept of being able to stir the spirit of those who share this same pursuit of trailblazing into unknown areas.

phiten-UPG is the performance gear provided by Phiten for those who continue to battle, seeking innovation on the front lines of the sports, business and a variety of other fields.

I.Production Background

III.Performance Gear