Made for you: The rise of 'personalized fashion'

/Courtesy of The North Face

By Rachel Lee

Fashion products with an individual twist are not really new. For example, it has long been easy to get a T-shirt with a specific name or logo printed on it.

But sportswear companies have been taking such customizations to a whole new level, and fashion-forward Koreans are taking advantage.

NIKEiD, which allows consumers to build their own Nike products, have become a big success here.

Sportswear brands including The North Face and Yonex Korea have followed suit, offering customized options amid a boom in the popularity of outdoor activities.

Industry observers say the demand for exclusivity and individuality has increased.

“More consumers are taking sport activities more seriously. Such products have adjusted to the level of skills and tastes,” a Yonex Korea spokesperson said. Yonex is a Japanese sports equipment maker.

Yonex launched last year its personalized badminton racquet Voltric 70 E-Tune, said to be the first racket that allows seven possible configurations, based on weight distribution.

“It’s easy to manage the racket, and it feels very light. I like it because it has this ability to adjust to its weight distribution,” said Kang Yea-won, a 29-year-old office worker.

Global outdoor brand The North Face, meanwhile, has introduced its “Dynamic Hiking” shoes collection. The ultra-light hiking shoes come in three different styles depending on foot-type and gait. For instance, those who have flat arches need a durable and rigid shoe, and supportive insoles and cushioning to stabilize the arch and heel area and reduce pain.

Local football wear maker Forward has shown its 2015 Spring/Summer collection consisting of 48 uniforms and accessories. Amateur footballers can now create their own uniform by adding their choice of photo or text.