Sporty or Casual... Women's Fashion Embracing Sportism

Luxury Sports Sandals Launched · Fashion Industry Unveils Bucket Hats
Gmarket Women's Sportswear Sales Nearly Double

8Seconds Bucket Hat.

[Asia Economy Reporter Lee Seon-ae] As more women seek practical and comfortable styles, a 'sportyism' craze is sweeping the fashion scene. Various luxury brands are releasing sports sandals, and it is hard to find a fashion brand that hasn't launched the so-called bucket hat, a bucket hat famously associated with hip-hop fashion. On the streets, it is not uncommon to see women dressed in sportswear.

According to eBay Korea on the 19th, the total sales volume of Gmarket's sportswear and sneakers categories grew by 18% in June. In particular, sales of women's sportswear nearly doubled, increasing by 91%. Among detailed items, women's sports T-shirts rose by 65%, and leggings surged by 880%. Demand for comfortable wireless innerwear also increased, with underlayer sales rising by 23% during the same period.

The number of female customers seeking sports fashion accessories also increased significantly. Based on female customer purchases, sales of sports sandals rose by 19%, running shoes by 14%, sports caps by 44%, and sports shoulder bags by 20%, each showing growth trends.

In response to this trend, the industry is also focusing on marketing sportswear. For example, Gmarket exclusively unveiled Fila's new sneakers, the 'Bumper Mule,' in early last month and offered a Fila-made pouch on a first-come, first-served basis to Gmarket and Auction customers. Samsung C&T introduced a versatile 'bucket hat' that creates a unique atmosphere by applying diverse colors, materials, and details. Various styles of bucket hats have appeared from brands such as Beanpole Ladies, Kuho, and 8Seconds. Beanpole Ladies proposes a comfortable yet stylish office look by pairing a black bucket hat with a linen check setup. Kuho's bucket hat features a wide brim to protect the skin from the hot sun and is perfect for wearing when going out bare-faced. 8Seconds actively utilized various styles of bucket hats in its summer collection themed around joyful moments at travel destinations, complementing refreshing resort looks.

Im Soo-hyun, Design Director of Beanpole Ladies, said, “The bucket hat is a spotlight item across all outfits this summer, creating diverse atmospheres depending on the material, color, details, and brim width. A wide brim with a long ribbon can create a feminine feel, while a narrow brim style can express a young retro vibe.”

A Gmarket official said, “More women are choosing sportswear and accessories such as sports sandals and sneakers that prioritize comfort and activity over tight clothes and uncomfortable high heels. As long as the fashion trend prioritizing comfort continues, the growth of sportswear will also continue.”

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