ULTRA LIGHT DOWN is Uniqlo’s new product for 2009, and comes at the very affordable price of JPY 5,990 (mens’ range) whilst realising the extreme lightness of 270g and offering supreme warmth.The website provides brief descriptions of ULTRA LIGHT DOWN’s features and what Uniqlo set out to create in this new product. Photographs outlining the contents were largely used to attract users’ attention and deepen their understanding.The photographs and text float across the website conveying the product’s most outstanding feature, lightness. Synchronising music is also used to complete the airy atmosphere.