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FREE FOR ALL: In an effort to get potential customers hooked on its cooling innerwear products, Uniqlo gave away some 70,000 T-shirts and camisoles to passersby at 29 busy Tokyo train stations and an upscale shopping mall during morning rush hour on a particularly muggy Thursday. A company spokesman said Uniqlo is hoping that once people try the products, they will start buying them.
The Sarafine and Silky Dry product lines are Uniqlo’s summer versions of its popular Heattech series. Rather than helping the body to retain heat, these products are made from high-tech fabrics designed to wick away perspiration and control odors.
This story first appeared in the July 13, 2012 issue of WWD. Subscribe Today.
Meanwhile, Uniqlo also occupied a portion of the Roppongi Hills shopping mall. Temporary dressing rooms were set up in the outdoor event space so people could try the products. The brand also offered shoppers a chance to try a spicy curry dish to boost their body temperatures and put the garments to the test.