Decades of dress-down Fridays have failed to bring men to the office in shorts, but scorching summer temperatures have succeeded.
The capital of Japan took the lead. The long-running “Cool Biz” promotion by the metropolitan government went one step further this year, pushing its employees to wear T-shirts and sneakers instead of long pants.
Other workers followed Tokyo’s lead as heatwaves spread around Europe, sometimes with the support of management and government and other times without.
Major merchants told Reuters that men were choosing airy textiles more often associated with Mediterranean climates, and that linen shorts and suits were flying off the shelves in Britain.
The distinction between “commuter” and “holiday” style is becoming more hazy, according to Martha Hibberd, a menswear buyer at the British department store John Lewis.
Sales of men’s linen pants increased by 183% in June and July compared to the same period last year, according to Marks and Spencer (MKS.L).
One of the largest fashion shops in Europe, H&M (HMb.ST), announced that it will be releasing lighter clothing and postponing the debut of their autumnal ranges until later in the year.
According to Andreas Lowenstam, head of menswear design at H&M, “it appears that we’re not going back when it comes to climate change.”
According to Hugo Boss, its selection of customized shorts has expanded. A pair of cotton tailored shorts for €229 ($267.27) is part of the “Boss by Beckham” collection, which was created in association with soccer player David Beckham.
