World Cup spurs fashion into action
By Ines Min
Staff reporter
The first kick-off of the 2010 World Cup is a mere nine days away and the excitement is palpable in Korea. Football fans are mentally preparing across the oceans all over the globe and one of the best ways to do it is with the proper gear.
From designer brands to casual wear, handbags to flip-flops, the fashion to celebrate the World Cup has something for everyone. So don't worry about what to wear to the game: You'll be decked out in team spirit.
Working the accessories
For those who are looking for a way to be supportive of their team without ruffling their silhouette, Esquire Company Ltd. is offering a special edition "Viva Bag," a World Cup purse that is decorated with the emblem of the Korean national team.
Comprised of a minimalist white canvas background, the bag is decorated with a bold stripe of either red or blue patent leather. The team emblem is a removable charm, so shoppers can still carry their purchase even after the games conclude. Less than 400 Viva Bags were produced for the 2010 football competition, and come in either a small messenger style or a larger shoulder bag. The purse starts at 148,000 won and is sold only in stores.
But for those who are planning on watching South Korea's first round of games on the big screen, the Korean shoes and clothing brand will give away five Viva Bags to the most enthusiastic supporters at the Cinus G Gangnam theater. Otherwise, you better snatch one up quick, as more than half of the stock has already been sold.
Anyone looking to distinguish themselves with flashes of bold color can invest in a Makarapa, a hard helmet sculpted into decorative headwear especially for the international sporting event. Invented 30 years ago by South African Alfred Baloyi, who was inspired when a ball hit him in the head at a football game, the intricate craftwork of the hat will provide fans with a unique, practical souvenir.
Though the detailed collage of footballers and other motifs painted onto the hard hats are both time consuming and labor intensive, Baloyi has managed to start up a factory and produces up to 80 hats a day. A corporate hat with logos costs $29.99 while personalized styles are $49.99. Visit www.makarapa.co.za.
Smaller trinkets are also a hit with the Korean football crowd, whose local fans are known as the "Red Devils." Small, plastic horns can be bought from street markets and various stores for a few thousand won, as well as red lanyards and paper banners that can be used to cheer on the footballers.
Don't forget the feet
Major brand names are coming up with fancy footwork for the football extravaganza, with limited edition, color-specific versions of shoes making an appearance during the month-long competition. Converse is releasing their World Star Collection, where players can choose from eight different countries' themes, including the United States, England, Argentina and South Korea.
The classic high-tops keep it simple, with solid tones in the canvas and piping representing country colors, and flag designs being limited to the circular logo. Visit www.converse.com.
Flip-flop maker Havaianas is also returning to the scene after they became a global name by creating Brazil-themed shoes for the 1998 World Cup. Havaianas, known for their comfortable rubber soles and straps, are currently selling styles online for 17 countries at $24. Visit www.havaianas.com.
It's in the threads
However, the most obvious outfit of choice for the most-viewed sports event is the classic football uniform or a commemorative T-shirt.
The variety of souvenir shirts is endless and Adidas, an official sponsor of the World Cup, is the producer of the style that several celebrities and entertainers have been spotted wearing. Footballer Park Ji-sung, Rain and actor Jang Dong-gun have all been seen sporting the Chinese- and Korean-lettered red shirt (20,000 won).
Only about 18,000 of the single-edition shirts were produced, said Myeongdong branch manager Choi Min, and they're quickly selling out. "Tourists and foreigners come in a lot before the games start," he said. "What's on the racks is all we have left."
The nearby Nike store ― newly made-over this month for the World Cup _ is showcasing a variety of uniforms. An exact replica of the 2010 teams' outfits can be had for 180,000 won, while similar jersey styles start at 49,000 won.
"Uniforms are the most popular, with shirts selling the most," said employee Oh Sae-min. "But quite a few people will buy the whole set."
The store is also offering the option to personalize jerseys with players' names, for a small fee, he added. The store sees up to 2,000 customers a day on the weekends, with the most popular uniforms ― aside from South Korea ― being Brazil, Portugal and the Netherlands.
"It's good for team spirit," Oh said. "During the World Cup season, it's not just a uniform. The nation can all wear these clothes and unite as one."