Air-Conditioned Jacket Trend Ignites Fashion Market
Light dresses, short-sleeved shirts, and sandals are intuitive choices when temperatures rise. But as heatwaves become more intense and frequent, shedding layers is no longer the only solution. Could a jacket, contrary to expectations, actually protect you from the sweltering heat?
This question is no longer just a theoretical experiment. A whole market of clothing designed to regulate body temperature is evolving, ranging from jackets equipped with small fans to fabrics that reflect sunlight and materials that absorb heat.
With heatwaves recurring even in regions historically known for mild climates, such as Europe, cooling jackets—long associated with workwear—are entering the fashion world and may soon become summer staples.
Cooling clothing is designed to help the body cope with heat. Some models use small battery-powered fans to circulate air and accelerate sweat evaporation. When activated, they appear loose and inflated, as air pushes the fabric away from the body, circulating inside before exiting through the collar and sleeves.
Other types of cooling garments use tubes through which cold liquid flows, or gels and phase-change materials that absorb body heat. Other technologies rely on fabrics that reflect sunlight and help dissipate heat.
Cooling clothing was initially manufactured by workwear and safety apparel companies to meet the needs of those working long hours in the heat, particularly among construction workers, factory employees, and delivery personnel in countries like Japan and China. They have also become part of occupational safety gear used by some workers in the Gulf region to prevent heat stress.
Jackets with built-in fans have become a familiar sight among workers in Japan since “Kochofuku” launched its first models in 2004, before expanding into the local market.
In China, “Esgard,” a company specializing in outdoor clothing and equipment, recently developed a jacket combining two fans with two semiconductor cooling units, cooling the air before distributing it around the body. The company claims the technology reduces the perceived temperature by between 8 and 15 degrees.
In another example, the British company “Techniche UK” created a cooling suit that is soaked in water before wearing. The water trapped in its fabric gradually evaporates, drawing heat from the body. The suit consists of an outer mesh layer and an inner waterproof layer, capable of lowering skin temperature by up to 8 degrees for as long as seven hours.
The use of cooling clothing has also extended to sports fields, where athletes use it to regulate body temperature. This became particularly prominent during the 2026 World Cup, as players faced high heat and humidity in several host cities. Adidas developed a system comprising a special cooling jacket containing cooling gel pads worn before matches, an insulating jacket to maintain coolness for longer, and a cooling shoe cover.
The Saudi national team was among the prominent users of this technology, posting photos of players wearing these jackets on the “X” platform, stating that they effectively lower body temperature, thereby enhancing recovery and helping achieve peak performance levels.
Research firm “Data Intel” estimated the global market for air-conditioned clothing at around $1.8 billion in 2025, predicting it would rise to $4.6 billion by 2034, according to the “Financial Times.” As demand for these garments grows, fashion brands are also seeking to secure a share of this market.
Cooling apparel has carved out a niche on the fashion runways. While Paris was gripped by a heatwave that saw temperatures approach 40 degrees Celsius last June, designer Rick Owens showcased pieces during Men’s Fashion Week developed in collaboration with Adidas, featuring built-in fans that transform the garments into a sort of “personal air conditioner” worn by the models.
The brand Anrealage had previously partnered with Kotochoukou in 2024 to present its “WIND” collection on the Paris runway, where the clothing visibly inflated before the audience once the integrated fans were activated.
Meanwhile, Heyday, a company rooted in workwear, is attempting to bring fan-equipped jackets into everyday fashion through designs that blend functionality and comfort, according to Vogue as well.
However, the path from the fashion runways to everyday wardrobes is still fraught with obstacles. Fan-equipped jackets bulge around the body when activated, emit noise that can be annoying, and rely on batteries that require recharging—details that may make them less appealing for daily use, however tempting the idea of wearing a “personal air conditioner” may seem on hot days.
As summers grow hotter year after year, fashion brands are recalibrating their strategies. Uniqlo has expanded its AIRism line, made from fibers that draw moisture from the skin and accelerate sweat evaporation, coinciding with rising demand for its UV-protective clothing.
