When the summer sun reflects off a white shirt and feels dazzling, it's the start of Cool Biz season. This year marks the 13th anniversary of Cool Biz, and seeing how some Japanese leaders, including members of parliament, have embraced it, Isetan Men's is proposing a Cool Biz that emphasizes "dressing rather than undressing" for influential men who feel it has gone in the wrong direction. Yuki Yamaura, buyer in charge of business clothing on the 5th floor Isetan Shinjuku Store, Men's Building explains "dressy Cool Biz."

Isetan Shinjuku Store, Men's Building 5th Floor = Yuki Yamaura, Buyer in charge of Business Clothing

"Businessmen who know what they're doing" are starting to wear suits.

"I was born and raised in a country where the four seasons are clearly felt, and just as we seek out seasonal foods and enjoy cherry blossom viewing and autumn foliage, I want to propose ways to actively enjoy summer by utilizing that Japanese sensibility in clothing," says Yamaura.

"When we re-examined what it means to be a businessman and what kind of attire is required in that context, we thought about how to dress for Cool Biz not simply as taking off clothes, but from the perspective of comfort that goes one step further. Wearing a suit is a declaration of intent in official settings and expresses one's personal policy. Summer dress styles can be difficult, but I would like everyone to give it a try," he continues.

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