“Super Cool Biz” in effect

After the devastating effects of the Tohoku earthquake and tsunami, the government took professional summer attire one-step further and put into effect the “Super Cool Biz” campaign enabling office workers to wear outfits deemed “appropriate” to handle the summer heat and the energy conservation efforts (limited air conditioning).

Super Cool Biz 2011 campaign

The campaign came into effect June 1, 2011, and all around (in most cases),  you can see the results. Please note, this “Super Cool Biz” is indirectly targeted at male employees as work fashion is very strict when it comes to the men.

UNIQLO's line of Super Cool Biz clothing

Super Cool Biz (in Japanese only)