Rainy Season Fashion Survey: 'Breathability' Overtakes 'Waterproofing' as Key Demand in 2026

The Corporate Communications Office of Onward Holdings Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and Representative Director: Michinobu Yasumoto) conducted a survey titled 'Fashion Consciousness Survey During the Intensifying Heat of the Rainy Season' targeting 641 men and women in their 20s to 70s nationwide.

As this year's rainy season is forecast to bring short, intense downpours*, the conventional wisdom of 'rainy season = rain protection' is being challenged. This survey reveals that the primary cause of discomfort during the rainy season is shifting from 'getting wet from heavy rain' to 'mugginess from temperature and humidity,' and that fashion choices emphasizing breathability and quick-drying properties are rapidly gaining popularity.

*Weathernews '2026 Rainy Season Outlook' dated May 13 (https://weathernews.jp/news/202605/120221/)

Summary of 'Fashion Consciousness Survey During the Intensifying Heat of the Rainy Season'

Amid forecasts of short, intense downpours, 54% of respondents feel an increase in problems and dissatisfaction. Factors such as mugginess, sudden heavy rain, and temperature differences are compounding fashion challenges.

'Stuffiness' has overtaken 'getting wet' as the primary cause of discomfort. Mugginess is the top complaint, followed by stickiness and slow drying. The need for comfort is strengthening.

64% of respondents have changed their clothing choices due to climate change, with the figure reaching 80% among those in their 20s. There is a growing emphasis on functionality like quick-drying and breathability, expanding demand for sweat and humidity management.

The number one complaint about rainwear is not a lack of waterproofing but 'stuffiness.' Poor breathability has emerged as a key issue, creating demand for products that combine 'waterproofing + comfort.'

If a product offers both functionality and design, over 90% of respondents would consider purchasing it even at a higher price.

TOPIC 1: With forecasts of short, intense downpours, 54% feel an increase in problems and dissatisfaction.

When asked, 'Compared to a few years ago, have your problems and dissatisfaction with rainy season fashion increased?', 54% responded with 'increased significantly' (14%) or 'increased somewhat' (40%).

Furthermore, when asked, 'Regarding the rainy season in recent years, what do you feel more strongly about than before?', the top responses were 'increased mugginess' (54%), 'increased sudden heavy rain' (53%), and 'greater temperature differences' (47%). This indicates that rainy season fashion challenges are becoming more complex.

TOPIC 2: The era of 'not getting wet' is giving way to 'not getting stuffy.' Mugginess is the primary cause of discomfort for 53%.

When asked, 'Do you feel discomfort during the rainy season more strongly from 'mugginess due to temperature and humidity' or 'getting wet from heavy rain'?', 53% chose 'mugginess due to temperature and humidity,' significantly outpacing the 27% who chose 'getting wet from heavy rain.' This makes it clear that 'stuffiness' is the main cause of discomfort for many.

When asked to specify their troubling experiences with rainy season fashion, 'It was stuffy, hot, and sticky' ranked first at 58%, surpassing 'Clothes were slow to dry' (57%), 'Shoes and feet got wet and were uncomfortable' (56%), and 'Clothes got wet and were uncomfortable' (52%). The shift in need from 'wetness measures' to 'stuffiness measures' is clear.

TOPIC 3: 'Sweat and humidity stress' management is creating new fashion demand. 64% have changed their choices, rising to 80% among those in their 20s.

When asked, 'Have your thoughts and choices about fashion changed due to recent climate changes during the rainy season?', 64% responded 'yes, somewhat changed' (45%) or 'yes, greatly changed' (19%). Notably, 80% of those in their 20s reported a change, showing that younger generations are more sensitive to climate change.

When the 411 respondents who reported a change were asked, 'Compared to a few years ago, what functional fashion items do you wish you had during the rainy season?', 'Clothing with quick-drying function' (57%) and 'Clothing with good breathability' (49%) were the top responses, indicating a shift towards functionality to alleviate discomfort from stuffiness and sweat.

TOPIC 4: The number one complaint about rainwear is not 'lack of waterproofing' but 'stuffiness.'

When asked about complaints regarding rainy season rain items (raincoats, umbrellas, rain shoes, etc.), 'It gets stuffy/has poor breathability' ranked first at 52%, surpassing 'Heavy/bulky' (43%), 'High price' (33%), and 'Monotonous design/low fashionability' (25%).

While 'lack of waterproofing' is commonly thought to be the main issue with rainwear, this survey reveals that the biggest complaint is 'stuffiness.' While a certain level of protection from rain has been achieved, dissatisfaction with stuffiness and discomfort during wear has become apparent, highlighting a growing need for items that balance 'waterproofing + breathability.'

TOPIC 5: 93% would consider purchasing products that combine functionality and design even at a higher price, especially among men.

When asked, 'If a rainy season fashion item has both functionality and design, would you consider purchasing it even if it were somewhat more expensive than usual?', 93% responded positively, with 34% saying 'yes, actively consider' and 59% saying 'it depends, but I would consider it.'

By gender, 42% of men said they would 'actively consider,' significantly higher than the 21% of women. Men tend towards quicker decision-making when conditions are right, while women tend to be more deliberative, with more responding 'it depends.'

These survey results show that climate change during the rainy season is significantly impacting consumer fashion consciousness, with needs shifting from 'not getting wet' to 'not getting stuffy and staying comfortable.' The company will use the real voices of consumers obtained in this survey to develop products and services and continue to offer fashion proposals that meet customer needs.

Survey Overview

Surveyor: Onward Holdings Co., Ltd., Corporate Communications Office

Method: Internet survey

System: knowns

Target: 641 men and women in their 20s to 70s nationwide

Period: May 25, 2026 (Monday)

Past marketing surveys: https://crosset.onward.co.jp/cc/308704

About Onward Holdings Co., Ltd.

Founded in 1927 as 'Kashiyama Shoten,' the company promotes business in Japan and overseas across three areas: Fashion, Wellness, and Corporate Design. Leveraging the expertise of each business company, it is committed to creating diverse value for consumers.

Mission statement: 'To bring richness and color to people and the planet.'