Ichiban. It means studying the market's leading innovations and then aiming to build something better via the world's most functionally superior materials. #geoprene is one example. We not only aim for continual improvement of both performance and customer satisfaction but also believe that longer lasting product is Kinder to Mother Nature. This is is because consumption is arguably the environment's greatest opponent. Economically and environmentally speaking, opting for something Ichiban every 5 years is far better (i.e., for you and for the planet) than consuming disposable mediocrity every season #ichibanisichiban #lovematuse #ckth #da2006