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A damaged Fukushima Daiichi nuclear plant has forced the northern region of Japan to reduce power usage by 15 percent.
With restricted use of electricity, many people are looking for alternative ways to cool off.
One company makes clothes that have embedded electric fans which cool the wearer.
Japanese clothier Kuchofuku makes air-conditioned jackets, shirts, cushions and mattresses.
Kuchofuku
As clothing goes, the shirts and jackets are far from fashionable, but a Japanese clothier cannot meet sky-rocketing demand for "air conditioned" clothes with built-in fans.
Kuchofuku Co. Ltd -- whose name literally means "air-conditioned clothing" -- has seen orders soar amid power shortages in Japan after the devastating March 11 earthquake and tsunami.
As parts of the nation sweat out an uncomfortable summer shackled by restrictions on electricity use, demand has grown for goods that provide guilt-free respite from the unrelenting summer heat.
Two electric fans in the jacket can be controlled to draw air in at different speeds, giving the garment a puffed-up look. But this has not deterred those happy to be cool rather than "hot" when it comes to fashion.
"I work in a very hot place and have to wear long sleeved outfits, so I came over to buy this to stay cool and to prevent heat stroke," said Ryo Igarashi, 33, as he left the Kuchofuku office after buying an air-conditioned jacket.
Igarashi said the clothing offers him relief at hot construction sites where he, coincidentally, installs air conditioners in buildings.
Nearly 1,000 companies in Japan use Kuchofuku, including automobile giants, steelmakers, food companies and construction firms.
Dhruv
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