In wake of all the post-Fukushima energy reduction under their Cool Biz campaign, Japanese underwear firm Triumph Japan has unveiled their iced bras. Given showing this amount of skin is very rare in Japan, the unveiling has been deemed a publicity stunt (source).
The Super Cool Bra, as it has been titled, also happens to be a pun that most Japanese will miss. This "cool" as a Japanese loan word is not connected with the meaning "hip" as it is in most English speaking countries.
The company, which has a long tradition of novelty launches that are never made available for public sale, said it conceived of the bra in response to a need to save energy during the hot summer (source).
The Cool Biz campaign is known by over 96 percent of the Japanese public, 33 percent of which work for companies that actively engage in turning up thermostats on their air conditioners to reduce consumption of electricity.
The ice pack bra also come with a sprig of mint and a Japanese wind chime, maybe seemingly just to make the wearer feel refreshed. The Japanese wind chime, or furin, is usually hung from the eaves of a house. The music produced by the chime is said to have a psychological cooling effect. The chime is moved by a long card called tanzaku on which is usually written a traditional poem.
It is currently unknown, though, how wind will sound the chime unless women are walking around with only their bras on. This, of course, would never happen given Japan's general fear of the sun due to the generally pale Japanese skin. In fact, this is more often the case:
|Japanese sun protection - visor and sleeves (photo)|