The Saiga wearable changes our perception of the temperature in two ways. First, it provides cooling by conduction onto specific locations on the neck. Second, it allows the wearer to breathe cold air when they need a boost of relief from the temperature. Both of these techniques have been validated as effective ways to change our perception of temperature and improve our thermal comfort in hot spaces.
You may snigger, but we would have all sniggered at the thought of wearing masks to go out a couple of years back.