TOKYO, Japan—Selling jackets with built-in fans, neck coolers and T-shirts that feel cold, Japanese firms are tapping into a growing
Japan—like other countries — is seeing ever-hotter summers. This July was the warmest in 100 years, with at least 53 people dying of heatstroke and almost 50,000 needing emergency medical attention.
This photo taken on August 7, 2023, shows a shopper looking at jackets designed to be worn with battery-powered fans inside the lining to keep cool in the summer heat, at a branch of Japanese company Workman Girl in Tokyo. Selling jackets with in-built fans, neck coolers and T-shirts that feel cold, Japanese firms are tapping into a growing market for products to help people handle the summer heat.
“Individuals as well as companies are putting more and more effort into measures against it every year,” Takai said. The prints use materials such as xylitol that feel cool when reacting with water and sweat, they said. Regular fan-fitted clothes can make the wearer look puffy, as they need to be zipped up, and cuffs are tight.
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