Aeon, one of the largest retailers in Asia, is introducing a range of recovery wear called Topvalu Select Celliant – undershirts that use the first-ever Celliant fibres from Hologenix that are pure white in colour. 

The new range will be available in around 350 stores throughout Japan and at Aeon’s official online store, Aeon Style Online.  Aeon is expecting sales of Topvalu Select Celliant to increase substantially by 2025.

Topvalu Select Celliant offers the benefits of Celliant, a responsive textile that captures and converts body heat into infrared, with the pure white colour Aeon customers have requested.

Many men prefer to wear white undershirts under their business shirts in Japan and in response, Aeon planned and developed the pure white Celliant undershirt.  Topvalu Select Celliant is registered as a general medical device in Japan - Celliant mineral-infused fabrics have been shown to help regulate body temperature and improve local circulation in healthy individuals for faster recovery, better sleep and stronger performance during the day.

“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.”

https://aeonretail.com/list/celliant

www.celliant.com