Monsoon and Vacation Season 'Water Look' War Begins in Earnest

[Financial News] In July, when the monsoon and summer vacation overlap, the fashion industry is smiling with the 'water look' boom. Items that combine functionality and style, from umbrellas and raincoats to rash guards and water shoes, have been chosen by consumers, and sales have soared significantly. As the full-fledged vacation season and sudden heavy rains repeat, there is a growing demand for products that consider both daily life and outdoor activities.
According to the fashion industry on the 24th, global athleisure brand Jeximix saw a 128% increase in 'rain item' sales in June compared to the same period last year. In particular, the 'Symbol UV Cut Umbrella', which has both UV protection and waterproof functions, surged by 245.3% during the same period, emerging as a popular product. A Jeximix representative said, "It can be used as both a sunshade and an umbrella, making it highly useful not only during the monsoon season but also in the midsummer sun, gaining popularity."
The 'Storm Shield Rain Poncho', which has waterproof and breathable (ability to expel sweat and vapor) functions, is receiving a good response, with some colors sold out. It goes beyond a simple raincoat to avoid rain, gaining popularity with optimized functionality and style for the changed Korean summer weather, which started earlier than usual with short and strong localized downpours. Demand for golf wear lines such as rain jackets and waterproof pants is also steadily increasing.
Summer staple items like sandals are also strong. Sales in Jeximix's shoe category in June increased by 170.5% compared to last year. Among them, the popular sandal product 'Readyform Buckle Women's Slide' has received a good response as it can be used freely indoors and outdoors, with both height-increasing effects and stable cushioning.
Outdoor brand North Face also introduced the 'Water Sports Collection' in line with vacation demand. This collection, consisting of rash guards, shorts, and water shoes, has UV protection, cooling, and quick-drying functions, making it usable not only at the beach but also in daily life. The representative product 'Wavy Print Rash Guard' captures both sustainability and design by applying exotic patterns and eco-friendly recycled fibers.
Various items such as women's bra tops and leggings integrated shorts, surfer-inspired zip-up tops, and shorts have been released together, allowing for styling that crosses athleisure and resort looks. The 'Fjord Mule' shoes, which enhance breathability and cushioning, demonstrate practicality in summer valley hiking and water festivals, attracting attention.
An industry official said, "Water look items that add fashion to functionality are capturing the hearts of summer consumers," and "Products targeting both the monsoon and heat are holding the market leadership."

clean@fnnews.com Lee Jeong-hwa Reporter