"Isn't that grandma's clothes?" Vintage knits and Northern European cardigans are trending this winter.

They say trends come and go... haha

Colorful patterned knits, loose cardigans, corduroy pants, and other retro-style fashion reminiscent of grandma and grandpa's wardrobes are said to be in trend.

Corduroy pants are comfortable and warm, and I wear them myself these days.

Oh.. but.. I threw away all my Nordic cardigans..

It's a re-outbreak again, haha.

These days, even G-Dragon's grandmother fashion is said to be widely followed by young people.

I really can't do that, haha.

 

Liel Lodge Nordic Knit Cardigan. [Photo=W Concept]

 

Vivid colors and patterns: Winter clothing trend

'Nordic' search volume surged 9.4 times

Vintage aesthetic trend amid consumption slowdown

Celebrities such as Park Bo-young and aespa wearing it

Popular across a wide range from their 20s to their 40s

 

This winter, vintage looks called 'Grandma Core' and 'Grandpa Core' are experiencing their peak popularity.

It refers to retro fashion such as colorful patterned knits, loose cardigans, and corduroy pants that evoke the wardrobes of grandmothers and grandfathers.

If last winter was led by the elegant and luxurious 'Old Money Look' and this fall by the 'Demuore Look,' this winter is seeing a surge in warm Nordic (Northern European) knits and similar styles.

According to the fashion industry on the 1st, there is a significant increase in interest in winter clothing featuring fabric patterns inspired by North European and Canadian aesthetics.

According to the online fashion platform Musinsa, the search volume for the keyword 'Nordic' surged 9.4 times compared to the same period last year. It also increased by about 4 to 5 times on women's fashion platforms W Concept, 29CM, Zigzag, and others.

 

Yurago Jacquard Hoodie Cardigan. [Photo=29CM]

 

Nordic fashion is characterized by handcrafted patterns inspired by the winter landscapes of cold Northern European countries such as Norway and Finland, featuring snowflakes, reindeer, and trees.

This year, due to the economic downturn, luxury goods consumption has decreased, and the secondhand fashion market has become more active, leading to an increased popularity of retro fashion that evokes nostalgia from the past.

Popular celebrities such as actress Park Bo-young and aespa Ningning also wore Nordic pattern sweaters, leading to a significant increase in sales for brands that primarily target female consumers.

Fashion brands are attracting consumers of various age groups by showcasing a wide range of products that reinterpret the Nordic pattern, which has been used since the past, with a modern sensibility.

LF's flagship casual brand, Hazzys, recently explained that the 20s to 40s demographic has a high purchase rate for the Nordic pattern products they introduced. In particular, the vintage-style 'Pair Isle' vest accounts for about 70% of the 20s and 40s demographic.

Among Hazzys' main winter season products, the Nordic pattern knit from the 'Wool Pattern Knit Line' has shown approximately a 60% increase in sales compared to the previous year.

The 'Knit Vest' from the casual brand 'Dunst,' popular among young people, showed higher sales than patterned products and some major sizes sold out.

 

Hazzis Nordic Cardigan. [Photo=LF]

 

At W Concept, the 'Riel Lodge Nordic Knit Cardigan' ranked first in sales in the cardigan category during the Sseuk Day discount event and the W Week period.

In particular, the Candy Floss Color, which is sold exclusively on W Concept, saw a 30% increase in sales compared to the previous week immediately after actress Park Bo-young appeared wearing it on the YouTube channel 'Cha Jwi Pul'.

The 'Kowichan' fashion, which means traditional Canadian textile craft with Nordic influence, is also popular. On Musinsa, the search volume for Kowichan this month increased by 121% compared to the same period last year.

In the past month, sales of brand-specific patterned knits such as Partimento Women's 'Kowichan Knit Zip-up Cardigan', NoManual's 'Kowichan Hooded Zip-up', and Hubs' 'Kowichan Snow Zip-up Knit' have increased.

With Nordic winter fashion, the use of 'corduroy' material is also being incorporated into grandpa-core fashion, expanding from bottoms to jackets and shirts.

Corduroy, which has the etymology of "the king's fabric," was once a fashion symbol of intellectuals in France and was also used as a uniform for American Ivy League students in the 1950s.

Since last fall, the fashion industry has seen a resurgence of classic sensibilities, and corduroy has entered its "second heyday." Searches for corduroy on 29CM increased by 274%.

Recently, corduroy jackets worn by aespa's Karina and Le Sserafim's Kazuha as travel fashion drew particular attention.

According to LF Mall, Hazzys' 'Alpha Straight Poly Corduroy Setup' men's pants have seen sales increase by more than seven times compared to the same period last year, and some sizes are sold out within LF Mall, indicating their popularity.

The corduroy shirt is also newly added to the iconic line, further expanding the range of classic items and attracting attention.

<Source: Maeil Business Newspaper>