Until a few years ago, most young women abhorred long-sleeved undershirts, commonly derided as babashatsu (granny shirts).
The beige-colored undershirts, with lace-trimmed necklines and sleeves, were thought to be the ultimate in unstylish clothing. Despite their undeniable warmth, most young women would never have been caught dead wearing one.
Times have changed, however. According to a poll by the Nihon Body Fashion Association, the total number of undershirts sold in Japan over the 1994-1995 autumn/winter season leapt from around 25 million to over 55 million. The customers responsible for boosting sales have mainly been from the younger generation, especially high-school girls.