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I always say that Uniqlo is successful despite itself. Yes, the marketing is totally strange and confusing. And the Japanese retailer’s U.S. presence is still just a fraction of its global footprint. But Uniqlo’s low-priced Heattech turtlenecks and banana boat bags have managed to penetrate several layers of consumer culture, all the way out to the suburbs, even if nobody in America gets LifeWear (and they never will). After a decade on the precipice of a broader U.S. breakthrough, the brand finally seems poised for ubiquity.
