Toray Industries, Inc. announced on the 13th that it will launch its Cool Biz fashion project "COOL AVENUE," which uses the company's highly functional materials, in department stores and other locations from late March. The project will be commercialized as a variety of business items, such as shirts and slacks, using high-performance materials for athletes and highly sensitive, comfortable materials for the general public, to appeal to a wide range of consumers.
This will be the second time the project has been launched, following last year. This year, five companies will manufacture and sell the products: Renown (jackets and slacks), Flex Japan (business shirts), Eminent (slacks), Sojitz Infinity (jackets, shirts, slacks, polo shirts), and Aurora (parasols). All products will be tagged with the "COOL AVENUE" tag. The materials used are carefully selected using Toray's cutting-edge technologies cultivated in the sports and fashion industries, including the stain-resistant polyester material "Tapguard," the sweat-wicking and quick-drying polyester fabric "Flex Skin Plus," and the washable, odor-resistant material "Monsieur On." Each material offers excellent functionality, including breathability, sweat absorption, quick-drying, UV protection, and light and heat blocking properties. This year's offering features a wider selection of items than last year. In addition to core Cool Biz items such as business shirts, business-style polo shirts, jackets, and slacks, a new men's parasol (Aurora) will also be available. While parasols have primarily been sold to women, the company decided to introduce the product in anticipation of increased demand for men's parasols. Since the Great East Japan Earthquake two years ago, the energy-conscious Cool Biz trend seems to have taken root, but there have not yet been many functional products focused on materials. This project will begin in late March and will be rolled out by apparel manufacturers in stages. Toray expects to sell 80,000 to 100,000 garments, generating sales of 2 billion yen at retail price.
This will be the second time the project has been launched, following last year. This year, five companies will manufacture and sell the products: Renown (jackets and slacks), Flex Japan (business shirts), Eminent (slacks), Sojitz Infinity (jackets, shirts, slacks, polo shirts), and Aurora (parasols). All products will be tagged with the "COOL AVENUE" tag. The materials used are carefully selected using Toray's cutting-edge technologies cultivated in the sports and fashion industries, including the stain-resistant polyester material "Tapguard," the sweat-wicking and quick-drying polyester fabric "Flex Skin Plus," and the washable, odor-resistant material "Monsieur On." Each material offers excellent functionality, including breathability, sweat absorption, quick-drying, UV protection, and light and heat blocking properties. This year's offering features a wider selection of items than last year. In addition to core Cool Biz items such as business shirts, business-style polo shirts, jackets, and slacks, a new men's parasol (Aurora) will also be available. While parasols have primarily been sold to women, the company decided to introduce the product in anticipation of increased demand for men's parasols. Since the Great East Japan Earthquake two years ago, the energy-conscious Cool Biz trend seems to have taken root, but there have not yet been many functional products focused on materials. This project will begin in late March and will be rolled out by apparel manufacturers in stages. Toray expects to sell 80,000 to 100,000 garments, generating sales of 2 billion yen at retail price.
![[2013-2014 AW Tokyo Collection] Ne-net expresses "kawaii" in a straightforward way with many animal motifs](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/380x380/images/migration/2013/03/d389744093ff9f5fa370b5fa106a099d.jpg)
