AOKI Corporation (President and CEO: Aoki Akihiro) conducted a survey on "suit laundry habits" targeting 1,000 men and women aged 20 to 60. The results showed that despite washable suits becoming mainstream, 45.9% of respondents still do not wash their suits at home, revealing widespread concern over deformation, wrinkles, and changes in fabric luster and texture after washing.
To address customer anxieties about home laundering, AOKI, a specialist in business wear, will launch a campaign offering free samples of Kao's stylish clothing detergent "Emal" to customers who purchase eligible products at AOKI stores. This campaign will begin on June 19, 2026 (Friday) at all AOKI stores nationwide.
Survey Summary
① 45.9% of respondents answered "I do not wash my suit at home."
② When wearing summer suits, the most concerning stains are: 1st "sweat stains," 2nd "odor," 3rd "collar and cuff dirt."
③ The most concerning areas for soiling when wearing summer suits are: 1st "collar," 2nd "cuffs," 3rd "armpits."
④ After washing suits at home, the most common perceived "failures" are: 1st "deformation or silhouette distortion," 2nd "wrinkles," 3rd "loss of fabric luster or change in texture."
⑤ Reasons for not washing suits at home: 1st "fear of deformation and silhouette distortion," 2nd "do not own a washable suit," 3rd "worried about wrinkles."
45.9% of People Do Not Wash Suits at Home
The survey of 1,000 men and women aged 20–60 found that 45.9% do not wash their suits at home (Q1).
AOKI began selling "washable suits" in 2000 and has since earned strong customer support. To address the concerns of those hesitant to wash suits at home—even as washable suits become more common—AOKI is launching a collaborative campaign with Kao's stylish clothing detergent "Emal."
【Campaign Details】
・Eligible Products: Washable suits and jackets (for both men and women)
・Participating Stores: All AOKI stores nationwide
・Offer: Trial sample of Emal (40ml) with Refreshing Green fragrance
・Distribution Period: From June 19, 2026 (Friday) until supplies last
※ This campaign may be changed or canceled without prior notice.
Survey Results on Suit Laundry Habits
Concerns About Stains When Wearing Summer Suits
When asked about areas most prone to soiling when wearing summer suits, 63.5% cited the "collar (back of the neck)" as the top concern. This was followed by "cuffs" (52.2%) and "armpits" (46.4%), indicating that during warmer seasons, people are particularly concerned about stains on areas that directly contact skin and sweat.
Additionally, when asked about the most concerning stains or issues with summer suits, over half of respondents reported "sweat stains" (64.3%) and "odor" (54.7%), showing that many face challenges with sweat-related stains and odors during summer.
Reasons for Washing Suits at Home and Perceived "Failures"
Among the 541 respondents who answered "I wash my suit at home" in Q1, the top reason was "to save money," followed by "to immediately wash away sweat or odor" and "to avoid the hassle of taking suits to and from dry cleaners."
On the other hand, when asked about perceived "failures" or changes after home washing, 42.1% cited "deformation or silhouette distortion" as the top issue. This was followed by "wrinkles" (38.3%) and "loss of fabric luster or change in texture" (29.4%).
These results show that many people feel they have failed or that their suits have deteriorated after home washing.
About Half Cite "Fear of Deformation" as Reason for Avoiding Home Washing
Among the 459 respondents who answered "I do not wash my suit at home" in Q1, about half (47.9%) cited "fear of deformation or silhouette distortion"—the same top concern reported by those who felt they had failed after washing. This indicates a strong link between perceived risks and actual experiences.
Additionally, 34.0% were concerned about "wrinkles," and 24.8% worried that "the fabric might shrink and alter the size."
41.6% Do Not Use a Home Washing Machine for Suits
Among the 541 respondents who wash suits at home, 58.4% use a home washing machine, while 41.6% use alternative methods such as hand-washing or rinsing under a shower.
The survey results clearly show that concerns over "deformation," "wrinkles," and "changes in fabric luster and texture" are major barriers to home suit laundering.
Overview of the "Survey on Suit Laundry Habits"
Survey Period: May 2026 / Survey Agency: Noons Corporation
Target: Men and women aged 20–60 / Valid Responses: 1,000
Survey Method: Online survey
AOKI & Emal: Solving Suit Washing Worries!
What is the Stylish Clothing Detergent "Emal"?
"Emal" is a detergent designed to help you wear your favorite clothes comfortably for longer.
It features "Damage Repair Technology" that repairs fibers from within, restoring stretch and shape, and "Firmness Charge Ingredients" that improve fabric surface smoothness and add resilience to each fiber. With each wash, it helps reduce wrinkles and restore shape.
Additionally, even on delicate cycles (such as dry or home cleaning modes), Emal effectively removes sweat and sebum, allowing you to eliminate stubborn stains at home.
Suit Comparison Before and After Washing
AOKI suits were washed using "Emal," and the visual changes before and after washing were examined.
As a result, the top concerns reported after home washing—"deformation," "wrinkles," and "changes in fabric luster or texture"—were not observed. The suits remained clean and well-maintained after washing.
※ Evaluated by measurements of bust, sleeve length, body length, and shoulder width. All within ±1cm.
Experiment and Photo Credit: Kao Corporation
【Test Conditions】
Washing Method: Washing machine
Cycle: Delicate cycle (with laundry net)
Number of Washes: 3 cumulative washes
Drying Method: Air drying (hanging)
※ Results based on one washing machine model, N=1
【Details of the Suit Used in the Test】
Product Name: Versatile Cross Suit
Jacket… Outer fabric: 55% polyester, 40% wool, 5% polyurethane / Lining: 100% polyester
Trousers… Outer fabric: 55% polyester, 40% wool, 5% polyurethane / Lining: 100% polyester
FACT BOX
- Source: PR TIMES
- Category: キャンペーン