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Retail

Japanese men's business wear industry revamps to fit 'new normal'

As suits lose favor, Aoyama and others push telework-easy casual look and masks

An Aoyama Trading outlet in Tokyo displays men's clothing promoted as suitable for teleworking and even reducing stress associated with it. (Photo by Shumpei Sakai)

TOKYO -- Major Japanese menswear retailers are rushing to adapt to changing tastes and needs brought about by the coronavirus by stressing clothing adapted to the 'new normal' of teleworking and face masks.

Dummies displayed at Aoyama Trading outlets, for example, are dressed in polo shirts, with some seated on chairs to present an image of dressing that suggests both comfort while working at home and suitability for video conferencing.

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