A few days ago, it was announced that the rainy season was over in eastern Japan and a blistering summer started much earlier than usual. Since power plants in eastern Japan were seriously damaged by the 3/11 earthquake and tsunami, major companies there are officially required to reduce electricity consumption by 15% and others including households are strongly advised to cut back to avert a massive blackout due to over capacity. To beat the blistering heat without relying on air conditioning, traditional things are being brought back into our lives. For example, I feel like the sound of Japanese wind chimes "Furin/風鈴”is heard more than last year (When we hear the sound, we feel cool, although I don't know how non-Japanese feel. Please see the YouTube videos and tell me how you feel). In my condo, a lot more windows have reed screens to block strong sunshine. It's reported that mosquito nets have been selling so well that there is a production bottleneck. Our traditional folding hand fans "Sensu /扇子" have been having good sales, as well. These things were necessary to beat the heat when air conditioning wasn't popular.
Other than that, sutetekos/ステテコ, a sort of Japanese traditional underwear, have been drawing considerable attention. They were worn over underpants and under trousers. They'd relax in sutetekos and a sort of t-shirt, since the style was the best to beat the heat when air conditioning wasn't common in homes. However, with the popularity of air conditioning, wearing a suteteko in itself came to be viewed to be unfashionable, mainly by younger generations. Sutetekos became less popular.