0268 Men and Parasols

Parasols or higasa, have long been the stronghold of women here in Japan, who have used them for hundreds of years to protect their skin from tanning. At long last, higasa have achieved the crossover dream: Men are using them, too, partly because men are more skin-conscious these days but mostly because of the incredible heat and for reasons of power conservation. Whatever. The bottom line is sales of parasols to men are through the roof. Studies done by the Environment Ministry show that an average salaryman who dresses in casual business attire – short sleeves and no tie – and carries a parasol, can cut heat stress by 20%. Parasols let you take the shade with you. The market is responding by creating manly parasols that come in more macho colors such as blue, grey and green and that are bigger and you know what they say about the size of a man’s parasol…#ceas #hacker #japan