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Pure white Celliant from Aeon

In Japan, many men prefer to wear white undershirts under their business shirts.

2nd December 2021

Innovation in Textiles
 |  Chiba, Japan


Aeon, the largest retailer in Asia headquartered in Chiba, Japan, is introducing recovery wear undershirts called Topvalu Select Celliant using the first-ever Celliant fibres from Hologenix that are pure white in colour. 

The range will be available in about 350 stores throughout Japan and at Aeon’s official online store, Aeon Style Online.  Aeon is expecting sales of Topvalu Select Celliant to grow substantially by 2025.

In Japan, many men prefer to wear white undershirts under their business shirts which prompted the development. Topvalu Select Celliant is also now registered as a general medical device in Japan.

© Aeon

The mineral-infused fabrics have been shown to help regulate body temperature and improve local circulation in healthy individuals, for faster recovery, better sleep and stronger performance during the day.

Celliant has been rigorously tested by a Science Advisory Board composed of experts in the fields of photobiology, nanotechnology, sleep medicine, and diabetes and wound care, which has overseen nine peer-reviewed published studies that demonstrate the product’s effectiveness and the benefits of infrared energy.

“We are very excited by the introduction of the first-ever Celliant product in pure white,” said Seth Casden, Hologenix co-founder and CEO. “Achieving this took a lot of dedicated effort from our global research team and we commend Aeon for being the first to introduce it to the consumer market.”

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