Sogo & Seibu held its first-ever fashion show, the "Super Cool Biz Fashion Show," with the aim of further promoting Cool Biz in the office. The theme of the show was "Dressneaker Style," showcasing sneakers, which have been popular since being introduced at all Sogo & Seibu stores since May, in a "off-the-beaten-track" style. Featuring independently developed "Limited Edition" sneakers from brands like "ATSURO TAYAMA" and "JUNKO SHIMADA," the show showcased cool and refreshing styles for various occasions, including young, adult, casual, and formal. Special models at the show included Miss Campuses from prestigious Tokyo universities, including Keio University, Rikkyo University, and the University of Tokyo; Sogo & Seibu buyers; employees of eco-first companies Lion Corporation and Kirin Co., Ltd.; officials from the Ministry of the Environment; and boxer Ryota Murata.
Don Konishi, who appeared as a commentator, gave the following advice: "Cool Biz is a kind of fashion revolution. Shirts (the main item of Cool Biz) have also evolved and become fashionable. What's important in Cool Biz is natural materials that have a refreshing feel, and materials that feel cool to the touch. Also, using sneakers as an accent to a jacket and slacks or a feminine A-line style is a trend this year. The key is to look refreshing and not sloppy, but you shouldn't be afraid or make assumptions. I want you to keep trying it." Appearing in a casual cotton pants and shirt vest designed by Don Konishi, adding a touch of formality, Murata commented, "I don't normally use air conditioning because I'm worried about my health, but Super Cool Biz is incredibly comfortable." Vice Minister of the Environment Tomokatsu Kitagawa, who also appeared in the show wearing a double-breasted seersucker jacket, said, "The Cool Biz initiative has been around for 10 years. It has become established, but we want to continue to promote it even further. Cool Biz originally started as a way to combat global warming by setting the room temperature at 28 degrees Celsius, so we hope everyone will cooperate while enjoying fashion." The event was part of the Eco Life Fair 2014, the centerpiece of June's Environment Month, held by the Ministry of the Environment on June 7th and 8th at the Zelkova Avenue/Event Square in Yoyogi Park, Tokyo.
