Aeon Retail held a “2026 Clothing Strategy Presentation” on February 18, and announced its full-scale entry into the recovery wear market.
According to a household survey report by the Ministry of Internal Affairs and Communications, clothing expenditures in 2025 will be about 20% lower than in 2019 before Corona, and people are still reluctant to buy clothing due to high prices. Therefore, Aeon Retail is simultaneously strengthening “price” and “evolving high functionality” as the two pillars of its strategy. In its high-function strategy, the company will expand its product lineup of recovery wear.
Recovery wear has been attracting increasing attention in recent years, including a nomination for a new word/popular word award for 2025. The market size is expected to expand to 170 billion yen (about 9 times) by 2030. In addition, the functional apparel market is expected to grow by 5-8% per year.
Aeon will start selling six types of “Topvalu EX Seriant” innerwear (3,278 yen each), which has been reported as a general medical device (far-infrared ray blood circulation-promoting clothing for home use) from December 2025, and will start offering new loungewear on February 20.
The lineup includes three items for both men and women: long-sleeved T-shirts, short-sleeved T-shirts, and long pants. Each comes in three colors and three sizes (M, L, and XL), priced at 4,378 yen for the short-sleeved T-shirt and 5,478 yen for the long-sleeved T-shirt and long pants. They will be available at approximately 360 Aeon and Aeon Style stores, as well as at Aeon Style Online.
The product name “Seriant” refers to a material (processed yarn) kneaded with several types of ores, developed by Hologenics, Inc. of the United States in 2018. In submitting the product as a general medical device, the company improved the distribution of raw materials and the manufacturing process, making the material more effective than previous products.
Specifically, the fiber absorbs body heat (infrared rays) emitted from the body and radiates it as far-infrared rays, thereby promoting blood circulation and supporting recovery from fatigue. To give a rough explanation, it uses the same mechanism as bedrock bath, but the effect varies from person to person.
© Source travel watch