Reebok Club C85 40th Anniversary Edition (Image provided by LF)
SEOUL, Sept. 15 (Korea Bizwire) — Some of the fashion labels that once defined the wardrobes of South Korea’s Y2K generation are staging a comeback, blending heritage with contemporary appeal to reach both nostalgic older shoppers and trend-conscious younger consumers.
Reebok has reintroduced its classic “Club C 85” sneakers in a limited-edition model marking the shoe’s 40th anniversary. The relaunch, in collaboration with vintage-inspired brand Kakis, features distinctive interior graphics.
LF, which took over Reebok’s domestic distribution in 2022, said nearly 70 percent of last year’s buyers were in their teens and 20s, underscoring the sneaker’s resonance with a younger audience.
Who.A.U Fashion Lookbook (Image provided by Who.A.U)
Eland’s “Who.A.U,” launched in 2000 and once a fixture of campus fashion, is also back in the spotlight. After fading in the 2010s, the brand has been reborn with a bear mascot and strategic pop-up stores.
Its sales have climbed steadily, surpassing 100 billion won ($73 million) in 2024, with duty-free revenues surging more than 50 percent this year. What began with Chinese shoppers is now attracting visitors from Southeast Asia, according to the company.
Champion Hoodie (Image source: Musinsa website capture)
Meanwhile, Champion, long known as a pioneer of hoodies and streetwear, has reentered the Korean market under retailer Musinsa’s distribution. Champion is emphasizing its century-old “athletic heritage” to appeal to the hip-hop and street fashion sensibilities of the MZ generation.
Industry executives say the revival shows how iconic brands can endure by preserving their core identity while adapting to new tastes. As one LF official put it, “Heritage brands retain an unchanging essence that shines even brighter when the next wave of trends arrives.”
Lina Jang (linajang@koreabizwire.com)
