E-Land World’s SPAO reported a 117% surge in sales for its unisex rugby sweatshirts from December last year to February this year. (Image courtesy of SPAO)
SEOUL, Mar. 2 (Korea Bizwire) –The fashion world is witnessing a resurgence of the “grandpa core” look, a style reminiscent of garments one might find in a grandfather’s closet, leading to a noticeable increase in related product sales.
Characterized by classic cable knit sweaters, oversized Oxford shirts, and rugby shirts, this trend encapsulates a blend of comfort and nostalgia.
Celebrities like Gigi Hadid, Hailey Bieber, and Girls’ Generation’s Sooyoung have been spotted embracing this cozy aesthetic, further propelling its popularity among fashion-forward circles.
E-Land World’s SPAO reported a 117% surge in sales for its unisex rugby sweatshirts from December last year to February this year, compared to the same period the previous year.
Additionally, sales for cable knit sweaters and oversized Oxford shirts also saw an uptick, growing by 27% and 57% respectively.
E-Land World brand WHO.A.U similarly experienced a boost in grandpa core-related merchandise, with sweater sales increasing by about 20% from December to February.
Notably, colorful cardigans, perfect as statement pieces, doubled in sales compared to last year. Oxford shirt sales also rose by 10%.
Girls’ Generation’s Sooyoung has been spotted embracing this cozy aesthetic. (Image from Sooyoung’s Instagram)
LF’s Hazzys brand reported a 125% increase in sales for grandpa core mood items such as cable knits, half-zip sweaters, and cardigans during January and February, compared to the same timeframe last year.
An E-Land World representative highlighted the sustainability aspect of the grandpa core look, noting its appeal for long-term wear and the potential for recycling actual vintage pieces from one’s grandparents.
“The grandpa core look aligns well with the value-driven consumption trends of the MZ generation, emphasizing sustainability and meaningful purchases,” the spokesperson added.
Lina Jang (linajang@koreabizwire.com)
