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Descente

Descente Ltd. is a multinational corporation specializing in the design, manufacture, and sale of high-performance and sporting goods, with a strong focus on innovative apparel for , , , and other athletic activities. Founded in 1935 in by Takeo Ishimoto as a men's retail store named Tsuruya, the company evolved into a leader in functional , formally registering as Descente Ltd. in 1961 and adopting its current branding inspired by the term for downhill . Headquartered in , Descente operates globally, with net sales of 126.9 billion yen in the fiscal year ended March 2024 and approximately 68.5 billion yen in the first half of the fiscal year ended March 2026 (as of September 2025). The company employs advanced technologies like 3D-cut suits, heat-retaining materials, and waterproof down innovations to equip professional athletes and enthusiasts. The company's commitment to "creating clothing ahead of its time" has driven key milestones, including the development of the world's first 3D-cut downhill in 1970 in collaboration with divers Hannes Keller and Hans , and the launch of the Magic Suit in 1979, which revolutionized racing performance through enhanced and flexibility. Descente's product lines, such as the ALLTERRAIN outdoor collection and the Mizusawa Down series, emphasize durability, weather resistance, and ergonomic design, earning accolades like the 2018 ISPO Awards for its S.I.O x Schematech Jacket and gloves. Following the completion of its acquisition by BS Investment Corporation (a of Corporation) in late 2024, Descente was delisted from the on January 24, 2025, and now operates as a wholly owned , continuing to expand its presence in , , and the while partnering with top athletes to blend cutting-edge functionality with aesthetic appeal.

History

Founding and Early Years

Descente traces its origins to February 1935, when Takeo Ishimoto established Tsuruya, a small men's store in , , initially focusing on clothing sales. The business operated as a predecessor to the modern , navigating the economic and social changes of pre-war through its operations. During and immediately after , the company, reorganized as Ishimoto Shoten, faced significant disruptions due to wartime conditions and destruction in . Post-1945, it shifted toward manufacturing sporting goods, capitalizing on Japan's emerging interest in amid reconstruction efforts. This transition marked an early pivot from pure retail to production, laying the groundwork for future specialization in apparel. A pivotal moment came in 1954, when Ishimoto Shoten entered skiwear development, inspired by Kazuyoshi , Japan's first professional skier, who joined as an advisor. Nishimura's expertise and emphasis on functionality drove initial innovations in ski apparel design. In 1957, the company launched the Descente brand, with the name derived from the term for "downhill" in , symbolizing descent techniques and reflecting the growing popularity of the sport in . This branding introduced the RWSB jacket, Descente's first self-developed product, which emphasized portability and weather resistance.

Post-War Expansion and Brand Establishment

Following , Descente experienced significant growth in the 1960s, transitioning from its roots to more advanced capabilities. In 1961, the company officially changed its name to Descente Ltd., solidifying its identity as a dedicated manufacturer. This period saw the establishment of key production facilities in , enabling the scaling of skiwear production that had begun in the mid-1950s. By 1964, Descente launched the brand, expanding its portfolio and leveraging the global attention from events like the to promote performance apparel, though direct Olympic ties were limited to broader industry momentum. These developments marked Descente's shift toward specialized athletic gear, with innovations in fabric and design that catered to emerging demands. The 1970s brought further technological advancements and market diversification for Descente. The company invested in proprietary research, including testing in 1970 conducted with experts Hannes Keller and Hans Hess, which led to the creation of the world's first 3D-cut downhill . This aerodynamic apparel minimized drag and surface irregularities, setting new standards for racing performance. In 1973, Descente introduced the "Demo Pants," an innovative over-the-boot pant that improved mobility and protection for athletes. These manufacturing breakthroughs were complemented by expansion into new categories, such as apparel, culminating in the sponsorship of the inaugural Descente Athletics Eight Nation Track & Field Championship in 1978. Descente's international ambitions took shape during this era, with a pivotal entry into the U.S. market in the mid-1970s through strategic sponsorships. The company began outfitting the U.S. speed-skating team, providing custom suits that enhanced competitive edge. This partnership gained global prominence in 1980 at the Winter Olympics in Lake Placid, where American athlete wore a Descente "Magic Suit"—integrating 3D cutting, wind-resistant materials, and seamless construction—to win an unprecedented five gold medals. The suit's design reduced air resistance by up to 10%, contributing to record-breaking performances and establishing Descente as a trusted name in elite winter sports apparel worldwide. Earlier exhibitions, like the 1970 ISPO trade show in , had laid the groundwork for these overseas ventures, facilitating distribution networks in and Europe.

Modern Developments and Acquisitions

In the 1990s, Descente diversified its portfolio beyond skiwear by entering and apparel markets, launching branded golf tournaments such as the JPGA "1st Descente Classic Munsingwear Cup" in 1992 and the LPGA "Munsingwear Ladies Tokai Classic" in 2000 to promote its performance-oriented golf lines. This period also saw strategic partnerships, including the launch of the brand in in 1980 and obtaining rights for Le Coq Sportif in Japan and other Asian countries in 1990, enabling further regional expansion into and casual . Additionally, Descente secured rights for in 1999, initiating its distribution and licensing in Japan to bolster team sports apparel offerings. The early 2000s marked further through the integration of swimwear via , whose trademark rights Descente acquired in 1990, followed by product innovations like the 2004 launch of Aile Bleue swimwear line incorporating biomimetic designs for enhanced . This facilitated expansions into and , with Descente establishing joint ventures such as (Shanghai) Industrial Co., Ltd. in 2016 to capitalize on China's swimwear market. In the 2010s, Descente pursued licensing agreements for outdoor gear, including in Japan until the contract's end in 2022, and integrated Skins compression wear into its Asian operations, with dedicated stores opening in to offer recovery-focused apparel. These moves supported broader in performance categories amid rising demand in . Descente's corporate structure evolved significantly in 2024 when BS Investment Corporation, a of , completed a acquiring over 85% of shares, making Descente its consolidated and leading to delisting from the . For the ended March 2025, the company targeted net sales of 130 billion yen, emphasizing performance products like the AQUAFORCE STORM swimsuit used in the 2024 , while maintaining dominance in Asian markets where alone contributed 93 billion yen in FY2023 sales, representing over 70% of total revenue. The prompted Descente to accelerate adoption, with reduced physical store visits driving higher online sales ratios, contributing to record net sales of 126.9 billion yen in FY2023 despite disruptions. Concurrently, the company advanced initiatives, focusing on long-life products through enhanced technologies and repair services for items like MIZUSAWA DOWN jackets, alongside collaborations for eco-friendly materials to reduce environmental impact.

Corporate Structure

Ownership and Leadership

Descente Ltd. was publicly traded on the under the ticker :8114 until its delisting on January 24, 2025, following a initiated in October 2024 by BS Investment Corporation, a wholly owned of Corporation. This acquisition increased BS Investment's from approximately 44.4% to over 85%, making Descente a consolidated of , with the parent company providing strategic oversight in apparel and global expansion. As of 2025, Shuichi Koseki serves as President, Chief Executive Officer, and Representative Director, a position he has held since June 2019. Koseki, aged 70, brings extensive experience from his prior role at ITOCHU Corporation, where he focused on international operations, particularly in , enabling Descente's emphasis on sales growth and market expansion in . The comprises seven members, including three outside directors, with expertise spanning corporate , , legal affairs, operations, , and —areas critical to apparel and . Post-2020, the board has prioritized governance through the DESCENTE Basic Policy on , addressing material issues such as ethical supply chains, environmental impact reduction, and to foster long-term societal . For the ended March 31, 2024, Descente reported consolidated net sales of ¥127 billion, primarily derived from (¥51.6 billion) and (¥58.5 billion), with consolidated sales in of ¥14.7 billion and significant equity-method affiliate sales in exceeding ¥85 billion (including licensed operations). Descente accounts for its China operations primarily through equity-method affiliates, reflecting its 40% stake in the with .

Subsidiaries and Global Operations

Descente's registered head office is located in , , with its principal office in . The company's primary manufacturing facilities are situated in , including the Mizusawa Factory in (which underwent expansion and commenced new operations in July 2025), the Yoshino Factory in , and the Saito Factory in , alongside the Beijing Factory in . The company's international network includes key subsidiaries that drive its operations in major markets. Descente Korea Ltd., established in November 2000, serves as a primary contributor, operating 777 stores in as of 2023 and targeting ¥70 billion in sales by 2026 through strategies. Descente China Holding Ltd., formed in 2016 as a with (Descente holding 40%), supports post-2000 expansion efforts, managing 716 stores in as of 2023 and focusing on premium distribution. Additional subsidiaries include Arena Korea Ltd. (35% ownership) for swimwear in and Arena (Shanghai) Industrial Co., Ltd. for operations in . Other entities encompass Hong Kong Descente Trading Ltd. and Descente Global Retail Ltd., facilitating regional distribution. Descente maintains operations across more than 20 countries, with a strong emphasis on , including stores and e-commerce presence in (58 stores), , , , and . In 2025, the company has prioritized Southeast Asian e-commerce hubs in and to enhance sales and . While historical expansions included and , recent strategies under Corporation's consolidation have refocused on core Asian markets, with limited retail footprints remaining in those regions. The emphasizes sustainable sourcing and production, with the majority of manufacturing concentrated in to leverage regional expertise and reduce environmental impact; Descente has targeted carbon neutrality by 2050 and reported 116,709 tons of CO2 emissions in 2023 across global operations. Direct factory engagements since 2022 support long-life product development and ethical practices.

Brands and Products

Portfolio of Brands

Descente's portfolio comprises 16 as of 2025, including in-house developments, strategic acquisitions, and licensing agreements that collectively enable the to address diverse segments of the and markets across and beyond. The flagship in-house , Descente, centers on high-performance skiwear and , incorporating proprietary technologies for thermal regulation, moisture management, and mobility to serve enthusiasts, urban athletes, and casual wearers. This core offering forms the foundation of Descente's reputation for precision-engineered apparel tailored to demanding conditions. Among acquired brands, has been integral since 1990, with trademark rights obtained for and other countries, specializing in swimwear and related accessories for competitive , , and fitness activities, with an emphasis on hydrodynamic fabrics and ergonomic designs. is operated under license, focusing on durable outdoor gear such as jackets, tents, and backpacks for , , and expedition use, enhancing Descente's presence in adventure sports. Skins provides compression garments that support muscle stabilization and recovery, targeting runners, cyclists, and team sport participants, with trademark rights obtained for and in 2012. Licensed brands broaden Descente's appeal through established heritage names. , licensed for soccer and in since 1990, delivers apparel, footwear, and equipment emphasizing classic French styling adapted for modern play. Umbro serves as a licensed partner for kits since 1998, supplying professional-grade uniforms, training wear, and supporter merchandise to clubs and national teams. The Lanvin Collection license facilitates luxury sportswear lines that merge aesthetics with athletic functionality, appealing to premium consumers in and lifestyle categories. The full portfolio drives balanced growth across regions. , an in-house brand since 1984, offers casual wear options featuring relaxed silhouettes and everyday fabrics to complement the company's athletic focus; in 2025, Descente formed a for its expansion in .

Key Product Lines and Innovations

Descente's primary product lines emphasize high-performance apparel tailored for sports and active lifestyles, with a strong focus on functionality and durability. The company's skiwear offerings, particularly the Allterrain series, integrate advanced materials like for superior waterproofing, breathability, and wind resistance, enabling seamless transitions between on-mountain performance and urban wear. These jackets and pants feature hybrid insulation combining down and synthetic fills to optimize warmth in varying conditions. In golf apparel, Descente prioritizes breathable and quick-drying fabrics to enhance comfort during . Key items include short-sleeve polos made from moisture-wicking materials that resist wrinkles and provide UV protection, alongside lightweight pants designed for flexibility and temperature regulation. The brand's golf collections, such as those under the g-arc line, incorporate stretch technologies for unrestricted swings, as seen in endorsements by professionals like since 2017. Through its subsidiary , Descente extends into swimwear with competitive racing suits engineered for speed and hydrodynamics. Arena's Powerskin series, including models like the Carbon Air2 and ST Next, uses fabrics to reduce and , meeting FINA standards for elite swimmers. These tech suits feature innovative bonding techniques to minimize water absorption and maintain shape over multiple races. Descente's innovations have centered on material science and ergonomic to push athletic boundaries. In the , the company pioneered 3D-cut downhill racing suits developed through testing in collaboration with experts Hannes Keller and Hans , reducing air resistance and contributing to dominance in events by 1979. This era laid the foundation for performance-oriented apparel, with the "Magic Suit" shaving up to two seconds off race times. In the 2020s, Descente has advanced sustainable and functional technologies across its lines. The AQUAFORCE STORM , launched in , employs a "twist structure" for enhanced mobility and water repellency, developed in partnership with research institutions like DISC OSAKA. For outerwear, the MIZUSAWA DOWN ALPINE series (updated in 2021) uses thermal bonding to create seam-free, waterproof jackets with recycled content, aligning with the company's long-life product manufacturing approach that incorporates materials like . These developments reflect Descente's commitment to performance-oriented products as of fiscal 2024. A notable recent addition is the 2024 expansion of apparel with eco-friendly elements, including lines using sustainable fabrics endorsed by , emphasizing reduced environmental impact through recycled materials and durable construction. This builds on Descente's broader R&D focus, such as the 2018 Fusionknit technology, which welds knit fabrics for lightweight, seamless garments that improve airflow and reduce chafing in active use.

Sponsorships

Winter Sports

Descente has maintained a long-standing partnership with the national alpine ski team since 1978, supplying high-performance racing suits developed through collaborative testing to minimize air resistance and enhance athlete performance. These suits, featuring advanced fabrics like Dolphin Skin for reduced drag, are FIS-approved for international competitions, including the Alpine Ski World Cup where Descente's "magic" downhill suits contributed to numerous podium finishes in the late by optimizing and shaving seconds off descent times. Through this role, Descente effectively supports athletes at major FIS events, such as the Alpine World Ski Championships, where the team has secured multiple medals while wearing the brand's equipment. In , Descente's involvement dates back to the 1970s when it sponsored the starting in 1977, providing innovative skinsuits that played a key role in Eric Heiden's historic achievement of five gold medals at the 1980 Lake Placid Winter Olympics. The brand's suits, manufactured with specialized materials to reduce , marked a milestone in speed skating apparel during Heiden's era. More recently, Descente shifted its focus to the Canadian national speed skating team as the official high-performance apparel supplier from 2010 to at least 2022, outfitting athletes for Olympic competitions including Vancouver 2010 and Beijing 2022, with suits tested for optimal glide and thermal regulation in sub-zero conditions. Descente provides specialized aerodynamic suits for sliding sports, supporting the national teams in , , and luge since the early 2010s, with notable success at the 2014 Sochi Winter Olympics where lugers swept all four events while wearing the brand's low-drag gear. These suits undergo rigorous testing to achieve speeds exceeding 140 km/h, incorporating seamless construction and ventilation features tailored for high-velocity ice track performance. The partnership emphasizes equipment that balances protection, mobility, and for elite competitors in these disciplines.

Summer and Team Sports

Descente has expanded its presence in endurance sports through strategic sponsorships in , providing high-performance apparel to national teams and elite athletes. Since 2017, the company has served as the official performance apparel partner for British Triathlon, supplying racing trisuits, training wear, and travel gear to the Elite and Age-Group Teams, a extended through multi-year deals including a four-year renewal in 2021 and further commitment announced in 2025. Similarly, Descente has collaborated with the Swiss National Triathlon Team since 2013, developing specialized racing suits and training apparel that contributed to athlete Nicola Spirig's silver medal in the women's at the 2016 Rio Olympics. In 2025, Descente became the official sponsor of China's national team and partnered with the Windsor as the official sportswear provider, emphasizing aerodynamic and compression fabrics for optimal performance in swim, bike, and run segments. The brand also endorses American triathlete Taylor Spivey, equipping her with custom gear for international competitions. In team sports, Descente maintains a strong legacy in , particularly within Japan's (NPB) league and international competitions. The company pioneered innovative baseball uniforms in the era, developing cream-colored pre-shrunk sets in 1953 and single-knit fabrics by 1968, which led to 11 of the 12 NPB teams adopting Descente apparel by the late 1970s. Internationally, Descente was named the official apparel sponsor for South Korea's national baseball team ahead of the tournament, providing uniforms that supported the team's silver medal finish. Descente's involvement in motorsports includes a notable in , where it served as the official sponsor and supplier for the Factory Racing MotoGP team from 2015 to 2020. This provided team apparel, including rider suits and technical gear designed for high-speed performance and rider safety, aligning with Descente's expertise in aerodynamic fabrics. For running events, Descente sponsored the Honolulu Marathon as the official apparel provider from 2017 to 2019, supplying technical shirts to all finishers and volunteers while serving as the exclusive on-site retailer, enhancing participant experience in one of the world's premier endurance races. In cycling, Descente has historically supported professional teams, equipping the 7-Eleven Cycling Team in the 1980s and serving as the official apparel provider for Team CSC during the 2005-2007 UCI World Tour seasons, with designs focused on wind-resistant and breathable kits. Through its subsidiary le coq sportif, Descente further bolsters its cycling portfolio with performance-oriented lines inspired by French athletic heritage.

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