International lingerie maker Triumph has unveiled what it calls the "Super Cool Bra" in Japan made of refrigerated cooling gel pads.
The brassiere can also be worn with a skirt made of a mosquito net or bamboo shades, adding to its ability to offer relief in hot weather.
Both versions come with a small hanging wind chime that in Japan is believed to sound refreshing. There is even a little bamboo ladle added for good measure, in case the wearer wants a splash of water.
"Just the other day, all of Japan's nuclear reactors shut down," Triumph spokeswoman Yoshiko Masuda told Reuters.
"The whole nation, especially the Kansai region, is expected to suffer from a shortfall of electricity. Companies and families now have to deal with higher electricity bills, so we decided on this theme as we felt we had to increase awareness of saving electricity."