On October 1, Hyungji I&C (CEO Choi Hyewon) announced that key products from its men's total innerwear brand, YEZAC, released for the 2025 F/W (Fall/Winter) season, are recording rapid sales.
YEZAC, which also saw strong sales in the first half of the year thanks to the "Kim Changok effect," has officially launched its 2025 F/W season by releasing a pictorial featuring brand ambassador Kim Changok. According to the company, just like in the first half of the year, the main products showcased in the pictorial are drawing significant attention and selling out quickly, leading to additional production (reorders).
This F/W season, YEZAC has expressed its brand philosophy through two pillars: shirts and knits. The shirts emphasize YEZAC's identity as a timeless staple, while the knits embody comfort and depth, symbolizing both the present and future of the brand philosophy.
In particular, dress shirts-whose sales surge every fall-continue to enjoy strong popularity. The Chuseok promotion, which offers shirts and ties as a set, has received a positive response and is driving sales growth. The company noted that these set products generate greater added value compared to individual shirts, meeting the demand for gifts and simultaneously increasing both customer satisfaction and sales.
In addition to dress shirts, YEZAC's casual shirts, which reflect the brand's unique identity, are gaining attention as featured items in the Kim Changok pictorial, resulting in an 84% year-on-year sales growth.
Knit vests are also showing a 66% year-on-year sales increase, with sales progressing faster than expected. As temperatures have dropped sharply in the mornings and evenings, knit vests that can be naturally layered over shirts are being praised for their practicality and style. In particular, their versatility for both business casual and weekend everyday looks in the fall is leading to strong consumer demand.
A company representative stated, "The Kim Changok effect is not just a buzzword-it is translating into actual purchases and sales growth. Through Kim Changok, consumers are able to understand and relate to the brand philosophy more easily." The representative added, "YEZAC will continue to interpret men's lives and philosophies through fashion, positioning itself as a brand that goes beyond simple clothing to propose a lifestyle attitude. The recent rapid reorders of YEZAC products are seen as a representative case where the brand story and relatable content are directly leading to consumer choices in the market, beyond just short-term sales performance."
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