Asia’s largest retailer, Aeon has unveiled a collection of ‘Recovery Wear’ undershirts using the first-ever Celliant fibres from Hologenix that are pure white in colour.
Branded as Topvalu Select Celliant, the line will be available in about 350 stores throughout Japan and at Aeon’s official online store, Aeon Style Online, with sales expected to increase substantially by 2025.
Topvalu Select Celliant has been designed to offer the benefits of Celliant, a responsive textile that captures and converts body heat into infrared. The need for a pure white version was particularly appropriate in Japan where many men prefer to wear white undershirts under their business shirts.
With the Celliant mineral-infused fabrics helping regulate body temperature and improve local circulation in healthy individuals for faster recovery, better sleep and stronger performance during the day, Topvalu Select Celliant has also been registered in the country as a general medical device.
“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 pure white colour 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.”
Headquartered in Chiba, Japan, Aeon is the largest retailer in Asia. As of the end of February 2021, it consists of about 300 companies with Aeon Co., Ltd., and its group companies.
Celliant was developed by materials science innovation company Hologenix, which is headquartered in Pacific Palisades, California. It is rigorously tested by a Science Advisory Board composed of experts in the fields of photobiology, nanotechnology, sleep medicine and diabetes and wound care. The Science Advisory Board has overseen nine peer-reviewed published studies that demonstrate Celliant’s effectiveness and the benefits of infrared energy.
