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December 3, 2021

Asia retailer unveils first apparel in white performance material

Asia retailer Aeon has debuted a range of Recovery Wear undershirts in a pure white colour that are made from a performance material called Topvalu Select Celliant, which is described as a responsive textile that captures and converts body heat into infrared.

By Laura Husband

The Asia retailer has developed and debuted this new performance material in white because it realised most of its male customers prefer to wear white undershirts under their business shirts.

Topvalu Select Celliant, which is the official name of the white performance material is registered as a general medical device in Japan. Celliant is said to help regulate body temperature and improve local circulation in healthy individuals for faster recovery, better sleep and stronger performance during the day.

The co-founder and CEO of Hologenix which owns Celliant, Seth Casden explained: “We are very excited by the introduction of the first-ever Celliant product in pure white. 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.”

Hologenix, which is headquartered in the Pacific Palisades in California is a materials science innovation company that produces products for all aspects of life. Celliant is the company’s flagship product and it is described as an infrared responsive performance material that provides a myriad of wellness benefits and is an ingredient that is used in brands across multiple industries.

Asia retailer Aeon is headquartered in Chiba, Japan and is the largest retailer in Asia. Aeon’s basic principle is “pursuing peace, respecting humanity, and contributing to local communities, always with the customer’s point of view at its core”. Aeon prides itself on having a “customer-first philosophy with an everlasting innovative spirit”.


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