1970s

In a time of profound cultural change, a new technology is born.

1970

April The successful development of the “highest-end” synthetic leather material, code-named L-223, is announced.
July Ultrasuede® debuts in the fall/winter haute couture collections shown in Paris. Heralded as a new material for modern fashion, it creates a huge sensation in the Parisian fashion world.
November With the concept of creating a “new skin made for mankind,” Toray starts industrial production of Ultrasuede®. A “new suede fashion sale” launches at the Mitsukoshi department store in Tokyo.
December Toray receives the first overseas order for Ultrasuede® from Halston, then an obscure American designer. Subsequently, Halston becomes one of the iconic, superstar American designers.

1971

May Issey Miyake includes Ultrasuede® in his '71 New York collection. Several top New York designers will later show Ultrasuede® in their collections for their '72 fall/winter collections.
Ultrasuede® becomes a recognized brand in the United States.
August Ultrasuede® is branded and launched as Ecsaine® in Japan.

1974

April Toray receives the Science and Technology Award for Ultrasuede® from the Chemical Society of Japan.

1975

June Toray receives the Technology Award from the Society of Fiber Science and Technology, Japan.

1977

April Toray receives the executive director's award from the National Institute of Science and Technology.

1978

March The luxury line Ecsaine® Royal is launched.

1979

June Ultrasuede® receives the Prime Minister's Award from the Japan Institute of Invention and Innovation.