Sales of related products have increased remarkably, mainly fleece jackets that are as soft as wool.
According to Misso, a women’s manufacturing and distribution (SPA) brand run by E-Land World, sales of fleece products increased 208 percent from the same period last year from November to December. Even considering seasonal demand due to cold weather, it stands out.
Granola fashion is a style that aims for a nature-friendly and comfortable lifestyle. Although it was inspired by Goff Core, which has been popular in the past decade, such as hiking and camping, it focuses on items that can be used as daily clothes rather than professional equipment.
Fleece jackets, anoraks, sweatshirts, and leggings are representative, and colors reminiscent of nature such as khaki, brown, beige, and olive are featured. It is in line with the recent consumption trend in that it pursues “intended comfort, although not decorated.” On Instagram, social networking services (SNS), more than 160,000 posts with the hashtag #Granolagirl (Granola Girl) have been posted. With the rapid increase in content sharing styling tips and daily photos, granola fashion is spreading as a trend that encompasses the entire lifestyle.
The industry believes that the popularity of granola fashion is likely to continue for the time being in line with the consumption trend that values “comfort” rather than a trend that will end in a short period of time.
Recently, a series of fleece products with retro patterns such as Nordic, checkered, and flower have been launched. A growing number of designs are moving away from monochromatic outdoor styles and adding the sensibilities of grandmothers and millennials. Misso released a collection with the concept of “Granola Girl” last month. Most of the items emphasized activity and daily life, such as striped fleece hoodie, colorated fleece zip-up, anorak, fleece hoodie, leggings, and pants. The products feature practical configuration that can be used throughout commuting, traveling, and daily activities.
Misso is releasing an item that reinterprets global trends in accordance with Korean women’s preferences and body types. It is said to be equipped with a “two-day, five-day production system” that can respond quickly to trends.
An E-Land official said, “We plan to propose various options to customers who want to express their individuality even in comfort like Granola Girl Fashion.”
SALLY LEE
US ASIA JOURNAL
