As climate conditions in South Korea become more extreme, with alternating heatwaves and heavy rain, traditional dress codes are being challenged. The Korean video reporter Lee Kyung-ho dared a fashion experiment. He went to the office wearing shorts, wellies and a parasol. He attracted everyone’s attention. In his blog post he describes what surprised the employees.
The rise of wellies
Historically popular among women, rain boots have seen a surge in interest from men. According to online shopping plattform LF Mall, searches for “men’s rain boots” increased significantly, reflecting a broader acceptance of practical, weather-appropriate footwear. The British fashion brand Barbour introduced men’s rain boots to the South Korean market, responding to this growing demand. Men are opting for various styles, including knee-high, mid-calf, and ankle-length boots, with ankle-length proving particularly popular for their subtlety and ease of wear.
One man’s experience highlights the practicality of wellies. Despite initial discomfort due to the rubber material, the boots proved invaluable during sudden rain showers, keeping his feet dry and comfortable.
Breaking taboos with parasols
Parasols, typically associated with older women, have seen increased usage among younger men. Statistics show a notable rise in parasol purchases by men, with a higher growth rate than women. The practicality of parasols in reducing heat and protecting against harmful UV rays is well-documented. The Japanese Ministry of Environment found that using a parasol significantly decreases sweat production and the risk of skin conditions.
Despite the clear benefits, many men still feel self-conscious using parasols due to lingering gender stereotypes. However, initiatives like Japan’s campaign encouraging men to use parasols since 2019 have started to change perceptions. In South Korea, too, more men are seen using parasols in cities, supported by local government rental programs.
The challenge of shorts
Shorts remain the most contentious of the new fashion items for men. While acceptable in casual settings, wearing shorts to the office often attracts unwanted attention and comments. This was evident from an internal debate at Korean Air, where a call for acceptance of shorts in the workplace highlighted the ongoing struggle for dress code flexibility.
Despite these challenges, the trend towards shorts is growing. Data from online fashion platforms show a significant increase in searches for men’s shorts, particularly the business-appropriate Bermuda style. Experts recommend pairing shorts with collared shirts and lightweight blazers to maintain a professional look.
Practical tips for the fashion-forward
- Wellies: Choose styles that balance practicality and subtlety, such as ankle-length or mid-calf boots.
- Parasols: Opt for designs with high UV protection and dual-layer fabrics to maximize effectiveness against heat and sun exposure.
- Shorts: Pair with tailored shirts and lightweight jackets to maintain professionalism.
Lee Kyung-ho states in his article, the extreme climate of 2023 has pushed South Korean men to reconsider traditional fashion norms, adopting practical items like rain boots, parasols, and shorts. While societal acceptance is still evolving, these changes reflect a broader trend towards functional and comfortable attire in response to environmental challenges.
He encourages embracing change. South Korean men are setting new fashion trends that emphasize comfort and practicality without sacrificing style.
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