Asia’s largest apparel chain is the talk of the town after dropping its latest product at the right time.

Japanese shoppers created a long queue at Uniqlo stores just to buy a face mask. They even crashed the retailer’s website on Friday when the chain began selling masks with breathable fabric used in the brand’s popular underwear. The mask is being sold in light of Japan’s hot summers and is meant to make breathing easier in hotter weather.

Airism is one of Uniqlo’s most popular lines because it helps wearers stay cool in the heat and during exercise. The masks are being sold in three-piece packs for ¥990 ($9.26) plus tax, and come in three sizes.

Japan has been preparing for a prolonged pandemic and wanted to make reusable washable versions of disposable masks that not only keep the wearer safe but comfortable.

Uniqlo is one of many businesses seeking to offer new products and services as the coronavirus pandemic alters lifestyles around the globe. It has changed the way people go out, dress and eat, and companies around the world have been forced to adapt to the change.

With more than 2,000 stores globally, Uniqlo has plans on making its masks available outside of Japan very soon. Other retailers that are now selling masks include Gap Inc., Madewell Inc,. and Adidas AG.