【How Extreme Heat is Redefining 'Professional Appearance' in Workwear】Cleanliness Over Formality, Over 60% Say Comfort is Part of Professional Grooming

Onward Holdings Co., Ltd. (Headquarters: Chuo Ward, Tokyo; President & CEO: Michinobu Hozumi), through its Corporate Communications Department, conducted a survey titled 'Survey on Awareness of Workwear Amid Intensifying Heatwaves' targeting 467 men and women aged 20 to 60 across Japan. As severe heat continues in recent years, workwear is increasingly expected to address various challenges associated with high temperatures, such as heat retention, sweat, odor, wrinkles, and social perceptions.

The Ministry of Health, Labour and Welfare (MHLW) has launched the 'STOP! Heatstroke Cool Work Campaign' from May to September, based on the newly established 'Guidelines for Preventing Heatstroke in the Workplace,' set to take effect in March 2026. Additionally, the Ministry of the Environment is promoting 'office attire reform' and 'comfortable, easy-to-wear casual wear' as part of its Cool Biz initiative for fiscal year 2026.

In this survey, 'cleanliness' emerged as the top factor (62.3%) contributing to workwear appearing 'well-put-together' on extremely hot days, while 'formal appearance' ranked significantly lower at 16.7%. The findings indicate that workwear standards have not simply shifted toward casualness, but rather toward new criteria such as cleanliness and wrinkle resistance—elements that maintain a polished look even in lighter attire.

Marketing Lab. Survey

Summary of 'Survey on Changing Perceptions of Workwear Amid Extreme Heat'

TOPICS① The New Standard for 'Looking Professional' in Heat: Cleanliness (62.3%) vs. Formality (16.7%)

TOPICS② 65.1% Agree: 'Comfort is Part of Professional Grooming' — Workwear Mindset Evolves in the Age of Heatwaves

TOPICS③ Resistance to Casual Wear Decreases for 52.2% — The Demand for 'Polished-Looking Casual'

TOPICS④ Uncomfortable Workwear Affects Concentration and Impression: 92.9% Report Impact During Work

TOPICS⑤ Heat, Sweat, and Breathability Are Not Enough: The #1 Feature People Will Pay More For Is 'Home-Washable'

※1 Ministry of Health, Labour and Welfare: 'Implementation of the FY2026 “STOP! Heatstroke Cool Work Campaign”' (https://www.mhlw.go.jp/stf/coolwork_2026.html) ※2 Ministry of the Environment: 'Cool Biz FY2026 — Making Workstyles Comfortable through Dekoboko Activities' (https://www.env.go.jp/press/press_04384.html)

TOPICS① The New Standard for 'Looking Professional' in Heat: Cleanliness (62.3%) vs. Formality (16.7%)

When asked, 'What factors make workwear appear “well-put-together” on extremely hot days?' (multiple choice, up to three answers), 'cleanliness' ranked highest at 62.3%. This was followed by 'appearing cool' (37.9%), 'few wrinkles' (35.8%), 'fitting in with the workplace' (34.3%), and 'proper fit' (31.3%), while 'formality' ranked lowest at 16.7%.

The perception of 'looking professional' on hot days is shifting away from formal elements like jackets toward criteria such as cleanliness, minimal wrinkling, and workplace appropriateness—factors that convey a neat appearance even in casual attire. Notably, among respondents in their 50s, 79.6% cited cleanliness, indicating a trend of increasing emphasis on cleanliness with age. As discomfort from heat, sweating, and humidity intensifies, workwear is expected to balance both comfort and a professional appearance.

TOPICS② 65.1% Agree: 'Comfort is Part of Professional Grooming' — Workwear Mindset Evolves in the Age of Heatwaves

When asked whether they have come to prioritize 'cleanliness' over 'formal appearance' when choosing workwear during heatwaves in recent years, 61.0% responded affirmatively—17.1% saying 'much more' and 43.9% saying 'somewhat more.' By gender, 66.3% of men and 52.3% of women reported this shift, with men showing a 14.0-point higher rate.

Additionally, when asked whether they now consider 'comfort' as part of professional grooming during hot weather, 65.1% said they have come to prioritize it. During heatwaves, comfort is increasingly seen not just as a personal preference but as a professional standard—indicating the emergence of a new value system: 'grooming for the era of extreme heat.'

TOPICS③ Resistance to Casual Wear Decreases for 52.2% — The Demand for 'Polished-Looking Casual'

When asked whether their resistance to wearing casual clothing to work on extremely hot days has changed compared to the past, 52.3%—21.2% saying 'significantly decreased' and 31.1% saying 'somewhat decreased'—reported reduced resistance. By age group, those in their 20s showed the highest rate at 74.3%, indicating that younger generations are lowering their psychological barriers to casual wear.

Meanwhile, when asked what kind of additional options they would like to see for workwear on hot days, the top response was 'clothing that feels cool' (40.9%), followed by 'casual clothing that still looks professional' (25.7%).

Looking ahead, the idea that 'casual wear is acceptable as long as it looks clean' received the highest support at 48.6%, suggesting that clean, polished casual wear—not just 'anything goes'—is becoming the new norm. This aligns with the Ministry of the Environment’s call for 'comfortable, easy-to-wear casual wear.'

TOPICS④ Uncomfortable Workwear Affects Concentration and Impression: 92.9% Report Impact During Work

When asked whether uncomfortable workwear affects them during work on hot days, top responses included 'easier to feel fatigued' (47.1%), 'concerned about others noticing' (43.3%), 'difficulty concentrating' (40.1%), 'reluctant to go out' (32.1%), and 'concerned about impression' (27.0%). A total of 92.9% reported experiencing some form of impact, indicating that discomfort from workwear affects not only physical fatigue but also concentration and psychological well-being.

Additionally, when asked what they prioritize most for the benefit of others in hot-weather workwear, 'cleanliness' ranked first at 62.3%, followed by 'comfort' (37.9%), surpassing 'looking professional' (35.8%). Meeting both personal comfort and others’ perception of cleanliness is now a key expectation for workwear in extreme heat.

TOPICS⑤ Heat, Sweat, and Breathability Are Not Enough: The #1 Feature People Will Pay More For Is 'Home-Washable'

When asked which features they would choose even at a higher price for heatwave workwear, 'home-washable' ranked first at 49.9%, followed by 'cooling touch' (45.8%), 'quick-drying' (44.5%), and 'sweat-stain resistance' (38.8%). This indicates rising demand for features that maintain cleanliness and enhance comfort.

Additionally, when asked what new elements they have incorporated into their summer workwear in the past two to three years due to increasing summer heat, 'cool clothing' (53.7%) and 'home-washable clothing' (47.1%) ranked highest. Adaptation to extreme heat is shifting beyond mere cooling to include features like washability, quick-drying, and sweat-stain resistance—prioritizing functionality that balances cleanliness and comfort. As demand for heat mitigation grows, workwear is also evolving toward 'cool,