Retro Vibes Galore, 'Gaeriyas' Captures Petfam Market... Production Up 75%

Engaging 'Naming'
Steady Increase in Interest Since Launch
Targeting Online and Offline Through Pop-up Stores and Exhibitions

BYC's functional dog clothing brand 'Gaeriyas,' developed in collaboration with pet culture and content specialist company 'Donggeurami,' is steadily gaining popularity with its retro-inspired design and intriguing name.

BYC's pop-up store "Baekyang Tailor," operated in Yeonnam-dong, Mapo-gu, Seoul [Photo by BYC]

According to industry sources on the 4th, the production volume of Gaeriyas' thermal products, including the 'Original Underwear' launched for the fall/winter (FW) season, increased by about 75% compared to the previous year. Gaeriyas is a collective name for pet dog products created by combining BYC's historically successful white underwear 'Meryas,' which has a 77-year history, with the word 'gae' (dog).

The brand first debuted in May last year with functional cooling tank tops for dogs targeting the summer season, which sold out online within four days, drawing significant attention. The demand for thermal underwear designed for cold weather is also increasing. This year's FW season lineup consists of seven items, including four types: Air Mery Kimchi Vest, Red Underwear, Traffic Light Underwear, and Original Underwear, as well as the Body Heat brushed turtleneck tee.

These products commonly feature designs that reflect the retro feel of Meryas. For example, the Air Mery Kimchi Vest is a quilted vest with a floral pattern, made with soft covered buttons for fastening. The Air Mery Red Underwear Plus enhances warmth by adding triple-layered fabric and upgrades the design with bright colors and petite ribbons. The Traffic Light Underwear uses snowflake jacquard fabric and highlights the design with red, yellow, and green buttons representing traffic light colors. A Donggeurami official explained, "Sales of nostalgic items like the Original Underwear and Kimchi Vest are particularly outstanding."

Since the 27th of last month, BYC has been operating a Gaeriyas pop-up store called 'Baekyang Tailor' in Yeonnam-dong, Mapo-gu, Seoul, a popular spot among the MZ generation (Millennials + Gen Z) and 'petfam' who consider pets as family members. Open until the 5th with the concept of a 'specialty store for dog underwear,' the store offers a 10% discount on FW season Gaeriyas new products and features specially made Red Underwear available in XS size for small dogs weighing 1.5 to 2.5 kg and sizes 5XL to 7XL for large dogs over 25 kg. To provide a special memory for customers with their dogs, a photo booth called 'Baekyang Four Cuts' has also been set up.

Gaeriyas currently connects with consumers mainly through BYC's own online mall, Naver Smart Store, and Donggeurami's official shopping mall 'Roda Mall.' Given the high interest from pet owners, BYC is considering expanding sales channels offline in the future. The brand will also participate in the '2023 K-Pet Fair Ilsan' pet exhibition held at KINTEX in Ilsan from the 17th to 19th, setting up a dedicated booth to showcase key products.

A BYC representative stated, "We have submitted related materials to the Korean Intellectual Property Office for the official trademark registration of Gaeriyas and are awaiting the examination results. We plan to expand product supply and increase consumer touchpoints according to demand."

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