Most men aren't really into shopping or following trends, but when it comes to being comfortable, it's the first thing that they care about.
Hot summer days will make even the most comfortable clothes seem unbearable, so this could be a big issue. The main focus should be investing in high quality clothes made of organic, natural fibers that feel great on the skin. Go for light colors that reflect the light. Even if it may sound weird, it's a fact: a white T-shirt will keep you cooler that a black one.