"My Husband Loves It!" - The New Office Fashion Trend for Employees

The Rise of Cooling Office Wear

"My husband, who used to struggle with sweat in his dress shirts, absolutely loves it," says Mrs. Eun, a 35-year-old wife of a working husband. She explains that they used to buy cooling underwear for the summer, but now they are also buying cooling dress shirts and slacks. This trend isn't limited to her; many employees are turning to cooling materials for their office attire.

Expanding from Underwear to Office Wear

Cooling clothing, once popular mainly for underwear and sportswear due to its refreshing feel during the summer, is now expanding to include suits, jackets, jeans, and more. Particularly, SPA (Specialty store retailer of Private label Apparel) brands offering cooling clothing with good cost-performance are becoming the new go-to for office wear. With this summer expected to be hotter than usual, the fashion industry is expanding its cooling fashion category.

SPAO’s Success with Cool Jeans

According to SPA brand SPAO from E-Land World, sales of their summer cooling jeans, "Cool Jeans," have increased by 41% compared to the same period last year. Typically, jeans are thick and not very breathable, making them uncomfortable in the heat. However, Cool Jeans are made from lightweight materials, making them ideal for summer wear.

SPAO has more than doubled its 'Cool' category lineup and tripled its orders compared to the previous year. The company offers over 150 types of cooling clothing, including underwear, t-shirts, suit jackets, slacks, knits, and jeans. They have continuously improved their self-developed cooling material, "Cool Tech," since 2010.

Popular Office Items

Short-sleeved knits, suit jackets, and slacks made from cooling materials are especially popular among office workers. The short-sleeved knits are durable and breathable, available in six styles for men and four for women. The jackets and slacks are made from cooling materials like linen-like polyester, which quickly dissipates heat, enhancing comfort.

SPAO's cost-performance strategy appears to resonate with consumers. For instance, they reduced the price of their cooling innerwear, such as women's shorts and men's boxer briefs, from 12,900 won to 9,900 won. A SPAO representative mentioned that sales of their cooling line are expected to more than double this year, thanks to the variety of trendy yet functional cooling clothing available.

Increasing Demand in E-commerce

The demand for cooling clothing is also rising in e-commerce. According to style commerce platform Zigzag, searches for "cooling pants" from June 10-23 increased by 323% compared to the same period last year. On Lotte On, sales of "cooling t-shirts" increased by about 50% from June 1-16. Small fashion brands on e-commerce platforms are also offering cost-effective products with keywords like "cooling dress shirt" and "cooling office look."

Growing Market for Cooling Materials

Industry experts anticipate continued growth in the cooling materials market, driven by research and development into natural and synthetic cooling fabrics. According to Business Research Company, the global cooling fabric market is projected to grow from $1.99 billion in 2020 to $3.44 billion by 2025, representing an annual growth rate of over 10%.

A fashion industry insider commented, "As the weather gets hotter, the expansion of product categories using cooling materials, such as dress shirts, continues. Despite the increasing casualization of office wear, many professionals still need to dress formally in the summer. We expect to see a wider variety of clothing and accessories made from cooling materials in the future."

 

 

 

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