For the legions of conservative Japanese bureaucrats who already are sartorially challenged when it comes to casual wear, 1 June will potentially usher in their worst nightmare, as the Japanese government introduces a "Super Cool Biz" campaign that advocates wearing Hawaiian shirts, T-shirts and sandals to work as a way to save electricity this summer.
The launch of the campaign, which includes a fashion show coordinated by the environment ministry and Uniqlo department store, encourages government employees to abandon their dark suits and for the light-weight shirts and respectable-looking jeans, chinos and polo shirts to prevent a human meltdown this summer.
"This is a big chance for us," said Naoki Ootoma, COO at Uniqlo, the country’s leading clothing retailer, adding that it has estimated that an average consumer will spend around JPY17,000 (USD210) on a new Super Cool Biz wardrobe. To make decision-making easier for the dress-sense-challenged, Uniqlo unveiled eight casual looks appropriate for Super Cool Biz style at an event on Tuesday, including one that featured white shorts paired with a plaid button-down and a blazer.
(Source: The Wall Street Journal Online)