Record-Breaking Heatwave Spurs Flood of Cool 'Cooling Apparel'... Gritty Gamtan Bra & Witto Gain Popularity

[Asia Economy Reporter Lee Seon-ae] As this summer is expected to bring record-breaking heat, a variety of products made from cooling materials are being released to prepare for the heat. Although it is still early summer, daytime temperatures have soared above 30 degrees Celsius, signaling the start of a heatwave. With the prolonged use of masks to prevent COVID-19, consumers are increasingly interested in ways to lower their skin temperature even slightly. Especially since daily clothing choices are greatly influenced by the weather, apparel products are the items consumers prepare first.

According to the fashion industry on the 28th, 'In-gyeon' (rayon) is a representative summer fabric known as 'air conditioner fabric' because it allows air to pass through well and does not cling to the body. Recently, with growing interest in eco-friendliness, it has also gained attention as a natural material. Greeti exclusively launched two types of 'Gamtan Bra In-gyeon Cool,' made with In-gyeon material for a cooler feel, as new summer products of their best-selling underwear brand 'Gamtan Bra' on their online platform Jun & July.

Gamtan Bra was a hit product in the underwear industry last year, with annual sales reaching 12 billion KRW. As the product name suggests, meaning 'admiration' upon wearing, it offers a comfortable fit as if not wearing anything. It is a popular brand with a broad support base from people in their 20s to 50s, fueled by the spread of 'body positivity.' The seamless fusing bra without sewing lines leaves no marks even under thin outerwear and naturally and securely wraps the chest, creating a smooth body line.

This summer's versions of Gamtan Bra are two types: 'Gamtan Bra Light Cool' and 'Gamtan Bra Air Cooling V.' They feature cooling materials that are cooler than previous products and reduce the contact area with the body, making them lighter and cooler to wear. The Gamtan Bra Light Cool has thinner and lighter shoulder straps than the existing running type, allowing for a natural look with off-shoulder or see-through outfits. The 'Gamtan Bra Air Cooling V' is designed to prevent underwear exposure even with a deep V-neck, enhancing fashionability. Especially, the Gamtan Bra Light Cool is available in various colors such as Peach Pink, Lemon Yellow, and Powder Blue, making it easier to match or style with outerwear.

Lee Dong-hee, head of business at Jun & July, said, "As the trend of seeking comfortable underwear for the body spreads mainly among young people, the popularity of Gamtan Bra is increasing day by day. Due to consumer demand for Gamtan Bra to prepare for the heat, we released the summer version 'Gamtan Bra In-gyeon Cool' applying cooling materials and a slim design." He added, "Gamtan Bra is such a sensational hit product in the underwear industry that many similar products have emerged. Greeti is developing different materials and designs every year to strengthen its unique advantages and maintain it as a steady seller."

Greeti's French premium athleisure brand 'Huit' has introduced new functional athleisure products for summer. As athleisure wear is increasingly worn not only for exercise but also for daily life and lounge wear, consumers are looking for summer versions of athleisure clothing that are cool and comfortable even in hot weather.

Huit's new summer product, the 'Super Air Cool T-shirt,' uses Tencel fabric for a smooth touch and is light and comfortable. It does not cling to the body, helping performance even in sweaty summer conditions. With a loose fit that does not emphasize the body line, it is suitable not only for exercise but also as 'one-mile wear' for daily life. It comes in five soft colors that evoke summer freshness: Green, Beige, Light Blue, Light Gray, and Black.

The 'Super Air Cool Leggings,' which pair well with the T-shirt, are 7/8 length cool leggings made with the cooling yet durable 'AQUA X' fabric, allowing comfortable and effortless activity even in midsummer. Additionally, the waistband lining, which tends to accumulate sweat, uses a breathable mesh fabric to enhance comfort. Visually cooling colors such as Light Blue and Cream Beige are available in a total of five types.

Greeti Executive Director Kim Shin-ho said, "We broke the prejudice that leggings are hot in the summer and introduced athleisure wear applying Greeti's cooling technology and materials so people can enjoy daily life without being bothered by the heat." He added, "We hope people feel refreshed and do not miss out on fashion through products like 'Gamtan Bra In-gyeon Cool' and 'Huit Super Air Cool,' which lower skin temperature just by wearing them."

This content was produced with the assistance of AI translation services.