Festival Season Kicks Off in May
Surge in Sales of Graphic and Vintage T-Shirts
1980s Rock-Chic Style Returns Amid Band Boom
With the start of large-scale festivals this month, major fashion platforms have seen a significant increase in transactions for related products. This year's festival season has brought renewed popularity to the rock-chic style that was trendy in the 1980s, including "graphic T-shirts" featuring slogans, illustrations, or logos, as well as vintage items with a worn-in look.
The rock-chic style is a reinterpretation of the outfits worn by rock stars in the 1980s and 1990s. Iconic items include vintage T-shirts with band logos or prints, washed denim jeans that appear worn or ripped, and high-heeled platform shoes.
According to Ably Corporation, which operates the fashion platform Ably, last month the transaction value for products with the keywords "vintage" and "washed" increased by 51% and 27%, respectively, compared to the previous year. In particular, for tops, the transaction value of "vintage T-shirts" rose by 185% year-on-year, while "graphic T-shirts" surged by 350%. For bottoms, the transaction value of "washed denim," which gives the appearance of being well-worn despite being new, increased by about 50%.
On Zigzag, the fashion platform operated by Kakao Style, the transaction value for "graphic" products last month jumped by 148% compared to the same period last year. Other festival-friendly items also saw increased sales, including short-sleeve T-shirts (up 125%), cropped knits (up 43%), washed denim (up 41%), denim shorts (up 30%), and tube tops (up 16%).
Similarly, on 29CM, the transaction value for "vintage T-shirt" related products rose by more than 30% during the same period, while on W Concept, sales of festival looks such as sleeveless tops and mini skirts grew by 40%.
There has also been a sharp increase in demand for products needed for outdoor activities. On Zigzag, the transaction value for "sunglasses" last month soared by 375% year-on-year, while ball caps (up 605%) and slippers (up 10%) also saw growth. On W Concept, sales of clothing items necessary for outdoor activities, such as jumpers, sleeveless tops, and mini skirts, increased by 35% compared to the previous year, and items such as boots and platform sandals (up 46%) and hats like berets (up 20%) also saw gains.
During the festival season, which runs from May to August each year, fashion items that allow individuals to express their unique style become extremely popular. This year, a series of major domestic festivals will be held, starting with the Seoul Jazz Festival this month, followed by Beautiful Mint Life 2025 in June, Waterbomb in July, and the Incheon Pentaport Rock Festival in August.
The rock-chic style, which has emerged as this year's festival look, began to attract attention through Rose's fashion, following the worldwide popularity of her pre-release track "APT." from her first solo full-length album last year. A representative from 29CM explained, "The popularity of vintage T-shirts is accelerating as the recent band boom coincides with the outdoor music festival season in May and June. Items that capture the rock-chic vibe of the 1980s and 1990s are drawing attention because they allow for free-spirited and bold styling that expresses individuality."
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