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Japan’s Super Cool Biz? Yes. With Aloha Shirts? Ehh, Not So Much.

A few weeks ago, we reported on the Japanese government’s Super Cool Biz campaign, which is basically an initiative to encourage Japan’s office workers and business folk to wear lighter, cooler and somewhat more casual clothing during the hot summer months. It is a big part of this year’s setsuden summer in Japan, where a premium has been placed on conserving electricity due to the country’s diminished electric power production capacity in the wake of the Fukushima nuclear meltdown back in March. And apparently the Super Cool Biz campaign has been a big hit. Polo-style shirts in particular have become a kind of new and comfortable symbol of a more relaxed and energy-conscious environment in Japan’s busy and rather serious...

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