Japanese Fashion Brands Innovate for Hotter Summers

As Japan's summers grow hotter, the country's apparel makers are investing heavily in cooling fabrics, a market projected to reach €2.5bn by 2030. Asia-Pacific is the fastest-growing region for heat-busting clothing. Technical fabrics, once limited to sportswear, are now mainstream: Muji's Cool Touch line uses uniquely shaped cotton and polyester yarns; Uniqlo's airism, developed with Toray, is a summer staple; The North Face's Japanese line features Breeze Range, a breathable UV-blocking fabric. Gunze's Asedoron range, launched in 2024, has sold over four million units, addressing sweaty undergarments. The Japan Meteorological Agency has adopted the term 'kokushobi' for days of 40°C and above, and employers can be fined if workers' smart watches show heatstroke signs. Workman, favored by construction workers, produces lightweight synthetic fabrics like Ice Assist. Brands like Aton and Comoli work with domestic factories for custom natural fabrics. Tanaka Hat, in Kasukabe, Saitama, has made straw hats since the 19th century, using hand-braided wheat stems. Gunze's Hidetoshi Takeyasu notes that consumer demand for cooling fabrics is growing rapidly as Japan's four-season climate shifts to a two-season pattern with longer summers.