On 16 December 1932, the Shirokiya Department Store fire in Tokyo resulted in 14 deaths. During the fire, many saleswomen in kimono were forced onto the roof of the eight-story building. Rumors later spread that some of these women refused to jump into the safety nets held by firefighters on the ground. Traditionally, women did not wear undergarments with kimono, and they were afraid they would be exposed and ashamed if they jumped. As a result they died. This news attracted attention from as far away as Europe. It has been alleged that in the aftermath of the fire, department store management ordered saleswomen to wear panties or other underwear with their kimono, and the trend spread.

Contrary to this belief, Shoichi Inoue, a professor of Japanese customs and architecture at the International Research Center for Japanese Studies, has denied the story of the ambivalent women with fatal modesty. According to Inoue, most people were saved by firemen, and the story of women who preferred to die with their modesty intact was fabricated for Westerners. The story has been prevalent in many reference books, even some published by the Fire Fighting Agency. Moreover, it is generally believed in Japan that the Shirokiya Department Store fire was a catalyst for the change in fashion customs, specifically the trend toward wearing Western-style panties, though there is no evidence to substantiate the belief.

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