2025.07.25

[Battling the Heat] Experience -10°C! How Does the Heat-Shielding Hat "-TEN°" Make Scorching Weather Comfortable?

#-TEN°

#MinusTen

#CoolingHat

#Hat

#HeatwaveMeasures

#HeatShieldingMaterial

#Kids

*The text-to-speech feature is generated by AI,
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*The text-to-speech feature is generated by AI,
so there may be errors in the reading.

Japan's summer is only getting harsher, with record-breaking heat waves continuing every year.

Still, while we all want to protect ourselves from the heat, carrying a parasol can feel like a hassle. For those facing this dilemma, there's a must-try item: the -TEN° hat, which claims to lower your perceived temperature by 10°C just by wearing it.

How did they make this hat so incredibly comfortable and easy to wear while delivering such an impressive “minus 10°C” cooling sensation? We spoke with Midori Ito from Cross Plus Inc. to uncover the secret.

PROFILE

Midori Ito

Cross Plus Inc.

Lifestyle Division, Fashion Goods Department

Chief Designer

The Special Aluminum Fabric Enabling a Minus 10°C Sensation

At first glance, it looks like a hat you could wear every day. But as soon as you slip your hand inside, you'll feel an impressively cool sensation.

Originally launched for the Spring/Summer 2024 season as part of the "hat series specializing in extreme heat measures", the -TEN° series quickly gained popularity. Now, this season, it has been upgraded and reborn as its own standalone brand, "-TEN°."