Appeal with Lightness and Freshness in "Cool Pastels"

Last year, Hankyu Men's Tokyo focused on attire that conveyed coolness and a sense of "dignity and class," introducing business styles under the theme of "Cool Gentry."

The "Cool Pastel" proposed for 2014 imagines the quintessential man: diligent in his "morning activities," sensitive to information, health-conscious, and smart in his work.

While last year's elegant style focused on "not being sloppy" with traditional patterns and functionality, this year's focus is on styles that incorporate a casualness "without being too sloppy." While retaining intellectual elements and functionality, we propose a more evolved, light, and refreshing cool biz style.

Pastel Colors x Texture Are the Key

Many items that "don't feel like sweat" have arrived, blending high-quality natural materials like linen and cotton with functionalities such as lightness and coolness.

Of particular note is the shirt, the core of the cool biz style. For "HITOYOSHI," a popular brand at Hankyu Men's Tokyo, they use a special "interlocking weave" method at low speed, resulting in a fabric similar to pique. It offers breathability that prevents heat buildup and stretchability, providing a cool feel despite being a natural fiber. Cotton-linen shirts made with similarly low-speed looms, using finer threads than standard cotton-linen fabrics for a softer feel, are also must-have items.

Furthermore, a wide variety of undershirts with sweat-absorbing functions are available. The "Comfort Index" undershirts, made with "Ice Cotton," a cool-touch material, offer a smooth and comfortable feel. Hankyu Men's has also exclusively released a short-sleeved version.

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HANKYU MEN'S TOKYO

Focus on "Functional x Premium Natural Materials": A Mix of High Functionality for Enhanced Coolness and Premium Quality

Mastering "Smart Cool Biz" this Summer 2014

While Hankyu Men's Tokyo's proposed "Cool Pastel" cool biz style incorporates a casual feel without being too sloppy, "Cool Technology" offers styling with items that combine high functionality for enhanced coolness with premium quality. Here are hints for navigating Japan's hot and humid summer.

The Answer to Spending Summer Comfortably: "Cool Technology"

While the shirt brand "HITOYOSHI" proposes "Cool Pastel" styles using colors, fine-count linen/cotton, and the meticulous "interlocking weave" method, "Cool Technology" focuses on items using "Ice Cotton," a highly twisted yarn from the Swiss company Spoerry. These offer a dry touch despite being natural fibers and include business shirts with a cool-touch sensation.

Furthermore, we highlight "Body Life's" short-sleeved V-neck and one-sleeve V-neck undershirts, made with "Outlast Polyester Yarn," a new material widely known for keeping you cool in summer and warm in winter. Numerous items essential for building your style, all pursuing maximum comfort, are now available.

The More You Know Their Functions, the More You'll Want to Wear Them!

Also noteworthy are the "MACKINTOSH PHILOSOPHY" jacket and slacks, featuring high-performance stretch oxford material with keywords like "stretch, washable, and set-up." They balance comfort and usability, are hand-washable at home, and are a strong ally for businessmen. These items clearly convey the theme of cool technology.

Similarly, "KENT & CURWEN's" gingham jacket, made with "Coolmax" which absorbs and evaporates sweat faster than cotton to maintain comfortable humidity and lower body temperature, and "Ghost Socks" with a shallow silhouette, made from highly twisted summer cotton and treated with Polygiene for antibacterial and deodorizing properties – these are items you'll want to wear repeatedly once you understand their functions.

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HANKYU MEN'S TOKYO

This Year's Cool Biz is Progressing Towards Casualness More Than Expected!

Stylist Mitsuhiro Nishigamine's Latest Cool Biz Lecture

"If I had to describe the difference between previous cool biz and this year's in one word, it's 'Cool Biz with Added Individuality,'" says Mitsuhiro Nishigamine, a stylist at Hankyu Men's Tokyo's "Style Making Club." Building on Hankyu Men's proposals of Cool Pastel and Cool Technology, here is a cool biz lecture from Hankyu Men's Tokyo's renowned stylist!

Further Casualization is Expected

Ten years have passed since the start of cool biz, and it has evolved steadily each year from simply removing ties or jackets. However, it's important to note that over these ten years, styles have become homogenized, leading to many flat outfits lacking depth, often centered around gray.

This year, influenced by the economic upturn, there will be a greater emphasis on "differentiation and individuality," leading to expressions of personality through color and further casualization.

Focus Materials: Natural Cotton and Linen

First, I want you to pay attention to the rich variety of "natural materials" used in jackets, shirts, and underwear. Last year, highly functional materials with deodorizing, sweat-absorbing, and quick-drying properties were popular, but they were mainly artificial polyester blends.

This year, natural materials like cotton and linen with equivalent functionality are emerging. While polyester blends can feel slightly sticky when you sweat, natural materials offer a smooth feel even in midsummer.

What is a Three-Dimensional Summer Style?

Actually, last year was the "Year of Color" for cool biz. This year, as the second year of color, refreshing colors like sax blue and beige will take center stage. The metallic hardware used in accessories like belts, bags, shoes, and cufflinks, which serve as accents, will become more vibrant and sharp. The combination of matte fabric and shiny elements creates depth in your outfit. This transforms a flat impression into a three-dimensional style.

Must-Buy Items, Revealed

If you're incorporating color into your tops, white pants that make the overall look lighter are a must-have item. For casualization, check shirts and pique polo shirts are also essential. Furthermore, if your workplace doesn't require slacks, cotton pants with creases will be very useful.

For shirts, we recommend "interlocking weave" shirts, which create a textured surface with less contact with the skin by using low-speed looms. You won't be able to do without these breathable and comfortable shirts.

When choosing shoes, brown is recommended as it pairs well with any color. Small clutch bags in bright colors are also noteworthy accessories. Please enjoy a dressy cool biz style.

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