Extending Product Lifespans: A Lifestyle Care Brand Designed with Both Environmental and Human Perspectives Arrives in Japan

DFNS

From the Netherlands. A system that benefits both people and the environment by extending product lifespans.

Europe is considered a pioneer in sustainability. From the Netherlands in Europe comes "DFNS (Defense)," a brand offering footwear and apparel care products that consider both people and the environment. Following the launch of its Japanese online store in July 2022, the brand is also beginning to be carried in major select shops.

Text by HIDAKA Saki

Focus on product care. Using your favorites for longer is environmentally conscious.

"DFNS" was born in the Netherlands in 2019. While concepts like recycling and upcycling were already established in Europe at the time, the aspect of "how to extend the product lifespan from creation to the end of its use" was largely left to the users, and brands and manufacturers found it difficult to control.

Artur van der Kroft, the founder of "DFNS," believed that by caring for products and extending their lifespan, users could enjoy their favorite items for longer, thereby reducing environmental impact. He focused on the question, "From a user's perspective, how can we extend a product's life?" and developed products accordingly.

Among "DFNS's" innovations for extending product life, a particularly noteworthy one is its advanced spray technology, developed with both human and environmental considerations (patent pending). This spray system, unique to "DFNS," utilizes compressed air. Traditional aerosol cans contain 20% volatile organic compounds and 40% air, meaning only about 40% of the contents are actually product.

In contrast, "DFNS's" Airopack® contains only compressed air, making it a spray free of unnecessary additives. It prevents the emission of volatile chemicals, which have become a growing concern, and releases only non-toxic liquid contents, allowing for safe use even indoors.

Thanks to this system, even with a 200ml container, "DFNS" achieves a capacity nearly 2.5 times that of conventional aerosol cans. It allows for the use of up to 98% of the contents without issue. The completely transparent bottle not only makes it easy to check the remaining amount but also serves as a testament to the product's safety, security, and reliability.

Furthermore, a standout product is the "Crease Guards," a protector designed to eliminate creases at the toe of shoes. This item is made from NIKE GRIND, a recycled material developed by Nike.

It is made from 100% thermoplastic polyurethane (TPU) regenerated from factory waste and expired sneakers. Its flexibility and breathability, combined with a non-slip design, ensure a comfortable fit. Crease Guards prevent shoe creases, allowing you to wear your favorite shoes for longer.

This new lifestyle care brand, focused on extending product lifespans from both environmental and human perspectives, is likely to garner significant attention in Japan as well.