I bought one of the Columbia t-shirts on closeout(discontinued style). I've been known to fish all day in 100 degree+ weather, so I thought I'd give this Omni Freeze stuff a try. I've used the shirt a few times in HOT weather, and I can honestly say I never felt "hot" wearing this shirt. One time it was around 106, with a mild breeze. The other times it was slightly cooler, but still in the 100s. Each time I was wading a local river, so the actual air temps is cooler than 50 yards away from the water. Anyway, I was skeptical when I bought it, but now, not so much.
One day I was wading deep and the shirt got wet up to my chest. I wasn't paying much attention, but when I took a quick break, I noticed how cool my torso felt. The slight breeze, and wet fabric had a very noticeable cooling effect. I was still damp on the drive home, and had to turn the AC down because i was getting chilled. I have a lot of lightweight, synthetic, "wicking" shirts, and have never felt this much cooling. On really hot days I would pour water over my head and shirt to cool off, but none seemed to cool like this shirt. Could be my imagination, but I now grab this shirt when I hit the water in hot weather.
http://www.columbia.com/Men%27s-Coolest ... lt,pd.html
briansII