~Born from Nara elementary school culture "Marathon Towel"~ "Sweat-absorbing innerwear" series that wicks sweat from inside clothes surpasses 40,000 units in cumulative sales!
Felissimo announced that its "Sweat-absorbing innerwear" series, inspired by the "marathon towel" culture of Nara's elementary school students, has surpassed 40,000 units in cumulative sales. Its unique mechanism of removing sweat from inside clothes without changing is gaining support as a solution for intense summer heat.
📋 Article Processing Timeline
- 📰 Published: May 8, 2026 at 23:00
- 🔍 Collected: May 8, 2026 at 14:31
- 🤖 AI Analyzed: May 8, 2026 at 21:45 (7h 13m after Collected)
Experiencing profusely sweating on commutes or outings, then entering an air-conditioned room and feeling "cold" or "concerned about odors." As a hint to solve such summer heat problems, Felissimo focused on the "marathon towel" commonly used among elementary school students in Nara Prefecture.
This "innerwear that can remove sweat from inside clothes," developed based on this local culture, surpassed 40,000 units in cumulative series sales by the end of April 2026. With the persistent extreme heat every year, its unique mechanism is attracting attention.
◆What is a "Marathon Towel" that only Nara elementary school students know?
"Marathon towel" refers to a sweat-absorbing item worn by elementary school students in Nara Prefecture under their gym clothes during winter running, etc. It is said to have been handmade in each household by processing a face towel. However, this custom is almost unknown outside Nara Prefecture, and even among the development members, many said, "I've never heard of it before."
Images created by AI
◆The memory of "My mother made it for me" triggered its commercialization
"When I was talking about the problem of sweating profusely during my summer commute, I suddenly remembered the 'marathon towel' my mother used to make for me. I realized that something I had taken for granted was actually a culture unique to Nara, and I was once again impressed by its profound wisdom," says the project manager.
Could the convenience of childhood, "removing only sweat without changing," be utilized in adult life? That's where product development began.
◆The mechanism for "removing sweat from inside clothes while still wearing them"
Sweat-absorbing innerwear is worn directly against the skin to absorb sweat from the back, chest, and armpits. It also has armpit covers on both sides, which align with the inner placket to firmly absorb sweat and prevent it from showing through clothes. After sweating, simply unfasten the front buttons and pull it out from the collar of your clothes. The biggest feature is that you can regain the dry feeling of your clothes without changing. It addresses common summer problems such as "can't change clothes when out," "sweating profusely immediately after morning commute," and "suddenly feeling cold in trains or offices with air conditioning," and its new concept of "resetting only sweat" has gained support. Usage videos posted on social media have seen increased playback, selling over 10,000 units in its launch year of 2023. Since then, cumulative series sales have exceeded 40,000 units.
◆Evolving as a new option for extreme heat
Previously, quick-drying and 100% cotton double gauze materials were available, and in 2026, a 100% cotton smooth fabric version, which is thin and stretchy, joined the lineup as the third installment. Responding to requests for gentle skin feel, it became easy to use even for sensitive skin in summer.
In the ongoing extreme heat every year, the idea of "resetting only sweat without changing" has been chosen as a new sweat countermeasure in various situations such as outings, commutes, and leisure.
Just launched this year. "Sweat-absorbing innerwear" made of 100% cotton smooth fabric.
◆Some customer comments
・It was very helpful. I tried various sweat countermeasures, but the 'sweat-absorbing innerwear' solves everything. Because I can take it off when I get to work. And in an instant. I wish I had bought it sooner.
・Perhaps the breathability improved, my sweat calmed down while wearing it, and I could discreetly remove it in the restroom while out, staying refreshed.
・I always used to put a towel under my underwear when it was hot, but this makes it neat. It's also good because changing isn't cumbersome.
[NEW] L'AMI+ Sweat-absorbing innerwear that wicks sweat with 100% cotton for happy skin
1 piece per month ¥1,550 (+10% ¥1,705)
Details and application for the product >> https://feli.jp/s/pr260508/1/
Watch usage video on YouTube >> https://youtu.be/ZUfZEZ38WII?si=0WxW3ujI_MSG0Guk
◆L’AMI+[Lamiplus]
It is a brand that proposes reliable companion goods for daily life, for moms and families, under the concept of "Creating happy family moments together. Creating mom's relaxation with you."
・Website >> https://feli.jp/s/pr260508/2/
・Instagram (@lamiplus_felissimo) >> https://www.instagram.com/lamiplus_felissimo/
◆"Happiness to be happy together" FELISSIMO [Felissimo]: Founded in May 1965. A direct marketing company that primarily sells its own planned products, such as fashion and general goods, through its own media such as catalogs and websites. It also promotes businesses in cooperation with various regions, such as operating Kobe Port Tower, and is advancing initiatives that contribute to regional revitalization.
This "innerwear that can remove sweat from inside clothes," developed based on this local culture, surpassed 40,000 units in cumulative series sales by the end of April 2026. With the persistent extreme heat every year, its unique mechanism is attracting attention.
◆What is a "Marathon Towel" that only Nara elementary school students know?
"Marathon towel" refers to a sweat-absorbing item worn by elementary school students in Nara Prefecture under their gym clothes during winter running, etc. It is said to have been handmade in each household by processing a face towel. However, this custom is almost unknown outside Nara Prefecture, and even among the development members, many said, "I've never heard of it before."
Images created by AI
◆The memory of "My mother made it for me" triggered its commercialization
"When I was talking about the problem of sweating profusely during my summer commute, I suddenly remembered the 'marathon towel' my mother used to make for me. I realized that something I had taken for granted was actually a culture unique to Nara, and I was once again impressed by its profound wisdom," says the project manager.
Could the convenience of childhood, "removing only sweat without changing," be utilized in adult life? That's where product development began.
◆The mechanism for "removing sweat from inside clothes while still wearing them"
Sweat-absorbing innerwear is worn directly against the skin to absorb sweat from the back, chest, and armpits. It also has armpit covers on both sides, which align with the inner placket to firmly absorb sweat and prevent it from showing through clothes. After sweating, simply unfasten the front buttons and pull it out from the collar of your clothes. The biggest feature is that you can regain the dry feeling of your clothes without changing. It addresses common summer problems such as "can't change clothes when out," "sweating profusely immediately after morning commute," and "suddenly feeling cold in trains or offices with air conditioning," and its new concept of "resetting only sweat" has gained support. Usage videos posted on social media have seen increased playback, selling over 10,000 units in its launch year of 2023. Since then, cumulative series sales have exceeded 40,000 units.
◆Evolving as a new option for extreme heat
Previously, quick-drying and 100% cotton double gauze materials were available, and in 2026, a 100% cotton smooth fabric version, which is thin and stretchy, joined the lineup as the third installment. Responding to requests for gentle skin feel, it became easy to use even for sensitive skin in summer.
In the ongoing extreme heat every year, the idea of "resetting only sweat without changing" has been chosen as a new sweat countermeasure in various situations such as outings, commutes, and leisure.
Just launched this year. "Sweat-absorbing innerwear" made of 100% cotton smooth fabric.
◆Some customer comments
・It was very helpful. I tried various sweat countermeasures, but the 'sweat-absorbing innerwear' solves everything. Because I can take it off when I get to work. And in an instant. I wish I had bought it sooner.
・Perhaps the breathability improved, my sweat calmed down while wearing it, and I could discreetly remove it in the restroom while out, staying refreshed.
・I always used to put a towel under my underwear when it was hot, but this makes it neat. It's also good because changing isn't cumbersome.
[NEW] L'AMI+ Sweat-absorbing innerwear that wicks sweat with 100% cotton for happy skin
1 piece per month ¥1,550 (+10% ¥1,705)
Details and application for the product >> https://feli.jp/s/pr260508/1/
Watch usage video on YouTube >> https://youtu.be/ZUfZEZ38WII?si=0WxW3ujI_MSG0Guk
◆L’AMI+[Lamiplus]
It is a brand that proposes reliable companion goods for daily life, for moms and families, under the concept of "Creating happy family moments together. Creating mom's relaxation with you."
・Website >> https://feli.jp/s/pr260508/2/
・Instagram (@lamiplus_felissimo) >> https://www.instagram.com/lamiplus_felissimo/
◆"Happiness to be happy together" FELISSIMO [Felissimo]: Founded in May 1965. A direct marketing company that primarily sells its own planned products, such as fashion and general goods, through its own media such as catalogs and websites. It also promotes businesses in cooperation with various regions, such as operating Kobe Port Tower, and is advancing initiatives that contribute to regional revitalization.