'The Power of Vegan'... Fashion Companies Strengthening Eco-Friendly Initiatives

[Asia Economy Reporter Yujin Cho] As 'vegan fashion' becomes a trend centered on millennials, the popularity of eco-friendly product lines is rising in the fashion industry. With related product lines driving sales growth, companies are accelerating their efforts by expanding dedicated lines and increasing the number of products.

According to LF on the 4th, the 'Eco Line' of the contemporary women's brand At Corner saw sales increase by more than 50% compared to the previous year. At Corner introduced its eco collection using eco-friendly materials for the first time this spring and summer season.

An LF official said, "At Corner's vegan line, launched in April, has received a hot response from the market, with sales increasing by more than 50% compared to similar items from the previous year, thanks to quality competitiveness and the vegan consumption trend." He added, "In particular, the eco-focused denim line is benefiting from the vegan fashion effect, and we plan to expand related lines including this fall and winter season."

At Corner's eco denim line (Serenity Fit Denim) uses 'Bossa Denim,' a representative eco-friendly denim material from Europe, produced by maximizing resource efficiency such as water and natural gas during the manufacturing process.

Outdoor brand K2 plans to expand its eco-friendly product line from the current 3% to 20% this year. Since this spring and summer season, K2 has been offering 'Blue Tree,' an eco-friendly product line using natural materials such as recycled fabrics extracted from waste PET bottles and nets, dry-dyeing without using water or chemicals, and biodegradable yarns.

A K2 official said, "Among the Blue Tree product line, the jackets released in spring had sales rates more than twice as high as other similar jacket products offered by K2." Especially, the 'Signature Gore 2L Waterproof Jacket' is popular among young consumers due to its excellent windproof, waterproof, and breathable functions and minimal design.

Kolon Industries FnC Division (hereafter Kolon FnC) is expanding the casual line 'Rinano Line' of the upcycling brand Raccord. Raccord is the only upcycling brand among domestic fashion companies. Upcycling adds design and other elements to discarded items to create value beyond recycling. The Rinano Line is characterized by applying leftover fabrics and accessories such as buttons from Raccord collections as details to add wit.

The Rinano Line is driving overall sales with an increasing purchase ratio among millennials aged 20 to 34. The proportion of 20-34-year-old customers surged from less than 30% at the brand's launch to 45% as of cumulative data in April.

A Kolon Industries official said, "We plan to expand related product lines, such as launching eco bag T-shirts to give new uses to discarded eco bags," adding, "We will devise various products to show that discarded items can consider both the environment and style."

As a way to pursue valuable consumption, vegan fashion is gaining popularity by emphasizing the environment and animal rights. The consumption trend of buying less and wearing longer, influenced by COVID-19, has also contributed to the popularity of vegan fashion. A fashion industry insider said, "As consumption patterns that value individuality and values rather than trends take root, the vegan trend is expanding," and added, "Concerns about abnormal climate and companion animals are leading to the vegan fashion trend."

The simple curiosity that 'vegan fashion is hip' is also drawing responses from millennials. An LF official said, "Luxury brands such as Stella McCartney and Armani are leading the trend of 'fur-free policies' (policies using 100% artificial fur instead of animal fur), which is driving the trend of ethical consumption, and curiosity about vegan fashion among young people is turning into consumption."