FELISSIMO has launched a new project, “Second Summer,” to address prolonged hot weather, offering products with features such as cool-to-the-touch fabric and moisture-wicking, quick-drying performance added to autumn clothing. It is also pursuing district collaboration with companies in Hyogo and various promotional events.
FELISSIMO has launched the “Second Summer” project to address prolonged hot weather from September onward. As its first initiative, it is selling apparel with features such as cool-to-the-touch fabric and moisture-wicking, quick-drying performance added to autumn clothing, and is promoting some products in advance through video advertising.
The company has been pursuing changes in its apparel products since 2023, and from 2024 onward has promoted fashion proposals aligned with new climate norms. The deputy general manager of the First Business Division explained that sales increased 11% when comparing September 2024 with September 2025, as part of the sales trend relative to 2023.
“Second Summer” features clothing including a cool-to-the-touch velour cardigan and a knitted vest, as well as denim promoted for its cool-to-the-touch, moisture-wicking and quick-drying functions. The company is also changing its catalogue covers to match the weather and selling the products through its e-commerce site.
Led by initiating companies in Hyogo, the project involves atoa, the Kobe City Museum, Shinki Bus, the Felissimo Chocolate Museum and Rokko Butter, among others. The Kobe City Museum is holding a nighttime museum event and distributing ice packs, while Shinki Bus is distributing cooling items for waterfront tours from 1 September through 31 October.
Cooling items are also being distributed at facilities including the Chocolate Museum and LaLaport Koshien. During the campaign period, initiatives are being rolled out to promote the coolness of the Second Summer season alongside social media communications.