Home → Blog → Company News → SURVIVING SUMMER IN JAPAN WITH HELLY HANSEN AND POLYGIENE FRESHNESS
When it’s summer in Japan, hot doesn’t even come close. We’re talking about the kind of heat that makes you sweat with every step, and leaves your clothes clinging to your skin. It doesn’t matter whether you’re kicking back on an Okinawa beach or navigating the crowds in chaotic Tokyo, it hits hard. And when you’re sweating that much, there’s always that voice in the back of your head asking, ‘Do I smell?’ Though it starts as a nagging doubt, it can quickly spiral into serious self-confidence issues.
Fortunately, there is a solution. With Polygiene StayFresh™, your clothes have your back, helping to prevent unpleasant odors and keep you feeling fresh and confident. Polygiene Group’s Brand Strategy Manager for APAC, Andrea Salazar, recently travelled to Tokyo to see how our groundbreaking odor control is used by our partners at Helly Hansen Japan and its customers. She returned with this excellent account of her trip and summer in Japan. Take it away, Andrea!
Earlier in June, I visited Tokyo and had the privilege of sitting down with our incredible partners at Helly Hansen Japan. More specifically, I met with Yosuke Miyajima from the Marketing Business Development Team and Shota Inoue from the MD Planning Group at Goldwin Co., the company that owns and operates the Helly Hansen brand. Among other things, we chatted about Japan’s intense summers, odor anxiety, and how StayFresh is helping people feel more confident in their clothing.When I asked about the summer in Japan, Miyajima-san smiled and replied, “Today is a good example (it was 35℃, with a real feel of 40℃ and 70% humidity). Summers in Japan keep getting hotter, more humid, and more unpredictable. We don’t know when the weather’s going to change anymore. But we do know that when that sweat smell hits, it’s game over.” That’s why, he explained, wearing a tee treated with StayFresh gives people real peace of mind. It’s not just about physical comfort. It’s about having the confidence to go about your day without worrying if someone nearby is noticing your shirt for all the wrong reasons.
Curious about more intense conditions, I also enquired about high-performance use. After all, Helly Hansen is renowned for its sailing apparel, and on-water athletes put their clothing through a lot. In response, Miyajima-san shared a standout story. During one 45-hour sailing trip from Taiwan to Okinawa, the heat and humidity were so brutal that most of the crew had to keep changing clothes. The smell of sweat was that bad. But he and his teammates, wearing StayFresh-treated tees, didn’t need to. “We were nervous about odor,” he said. “But we didn’t have to change once. We stayed fresh the whole time.”When I brought up lifestyle consumers (families, commuters, and those looking for high-quality day-to-day apparel), Inoue-san offered his expert insight. “Parents love the way Polygiene StayFresh helps avoid the indoor drying smell. It’s a big benefit”, he noted. Thanks to Helly Hansen’s retail education programs, these Polygiene performance benefits are being communicated extremely effectively by staff. With the training, sales employees can confidently explain the science and technology behind StayFresh, as well as the advantages associated with Polygiene treatments.
Consumer education is essential, Inoue-san explained, as the Wear More, Wash Less message needs time to sink in. “Japan has a strong culture of hygiene. Most people want to wash clothes after every wear,” he explained. “So, we avoid saying ‘don’t wash.’ We let them try it—once they experience StayFresh, they slowly change their habits.”Miyajima-san argued that this slow change is partly generational but can also be catalyzed via powerful storytelling and greater engagement with environmental issues. He pointed to community initiatives like ocean clean-ups with kids and parents. “That’s where it starts. The kids get it fast, they make connections between resource consumption and the wider environment, and they’ll grow up with a different mindset.”The brand’s recent attendance at the Nippon Cup is illustrative of this show-don’t-preach, experiential approach. Miyajima-san said many participants recognized the Polygiene logo. Others scanned the hangtags, asked questions, and engaged directly. “That’s where the value grows. We explain it, they test it, and they see it really works for themselves”.
When discussing what comes next for Helly Hansen, both Miyajima-san and Inoue-san were clear. Sustainability. The brand is committed to developing smarter, more responsible materials while continuing to evolve how it explains and communicates product value in-store and at events. Collaborating with Helly Hansen and its brilliant team in Japan has been a highlight for me. These conversations and on-the-ground stories demonstrate the real power of Polygiene and help build powerful partnerships based on trust and mutual understanding. Together, we’re not just selling features, we’re shifting behavior. One fresh, confident, smell-free summer at a time.
Learn more about Polygiene StayFresh.Visit Helly Hansen Japan.
