Reminiscing Old Days, More People in Their 50s, 60s Slip Into Jeans
By Jane Han
Staff Reporter
With summer in full throttle, 55-year-old housewife Yoon Sook-ja goes to an area department store for a wardrobe update. While her daughter escorts her to conservative fashion boutiques, the middle-aged woman eyes something quite the different _ she points to the blue jeans shop.
``I've seen others wear them, so why not me?'' Yoon says.
As more women _ and men _ begin asking the same question, denim sales have been on a steady rise this year, even topping the highest clothing sales for some local malls.
``Moms and dads are reminiscing about their old days when they used to sport stylish denim,'' said Koo Se-hui, a public relations official at Lotte Department Store.
The central Seoul mall saw a 25 to 30 percent sales jump in blue jeans compared to same time last year.
``As middle-aged buyers are becoming more active, local designers are putting out the styles they need,'' said Koo, highlighting Lie Sang-bong and Lee Kwang-hee as customers' top picks.
Hong Eun-joo, Kang Ki-ok, Shin Jang-kyoung and Noh Seung-eun are some other leading domestic designers expanding their denim collection.
``Local names are more popular because men and women past their 40s usually feel very uncomfortable fitting in a foreign brand denim,'' said Koo, explaining that Korean designers well understand Korean consumers' body figures.
But even if the jeans aren't Armani, they are priced anywhere between 200,000 to 1,000,000 won, says Chang Hye-jin, a public relations official at Shinsegae Department Store.
``The design doesn't fall behind either because home designers seem to catch the needs of the jean-wearing moms and dads,'' said Chang, adding that fancy back pockets and straight designs are in. ``Swarovski sparkles are detailed in the back and elaborate sewing is done as well.''
Shinsegae has seen a steeper jump in denim sales with the start of spring, as more frequent outdoor events take place.
The mall's jean collection shop ``Studio Blue'' records monthly sales of 100 million won, with a steady 10 percent increase.
And they've seen a specific rise in men's denim purchases, as many traditional business suit makers, including Maestro and Rogatis, are coming out with casual wear and jeans.
``We think that the change in consumer trend comes with the well-being fad,'' said Chang. ``Because middle-aged men and women are getting more into shape and toned, they want to show off their bodies.''
And younger generations are welcoming the fashion transformation of older folks.
``I think it's good that parents are wanting to dress younger,'' said Yoon's 20-year-old daughter Kim Jung-hee. ``If they dress younger, it will help them think and feel younger too.''