A fashion trend reminiscent of items plucked from a grandfather’s wardrobe, known as “Grandpa Core,” is sweeping through South Korea in 2024. Grandpa Core reflects the stylish and well-curated fashion sense of grandfathers who have perfected their own unique styles over the years, attracting admiration from the millennial and post generation, and has firmly established itself as a fashion trend.

The trend aligns with the fusion of eating and dressing, a trend that gained significant popularity from 2023 onwards and blends the older generations’ tastes with those of millennials. Celebrities such as Harry Styles, Gigi Hadid, and Hailey Bieber, have embraced the Grandpa Core style alongside Korean stars like Sooyoung and P.O., to create buzz in the fashion industry.

The increasing popularity of the Grandpa Core style has led to an increase in sales of related fashion items, fashion industry sources said on Tuesday. The essence of Grandpa Core lies in using classic items with a relaxed fit, and key items include cable-knits, vests, colorful cardigans, and Oxford shirts.

Popular fashion brands that are associated with this trend include Polo Ralph Lauren, HAZZYS, and WHO.A.U. These brands, which have experienced a resurgence in popularity with the revival of Old Money trends and retro aesthetics, are now capitalizing on the overlapping Grandpa Core in 2024.

Hazzys, a Korean casual brand under LF Corporation, reported a significant growth in sales of cable-knit and half-zip knitwear, as well as cardigans, with a growth rate of about 125 percent in January and February compared to the same period in 2023. Cable-knit sweaters, known for their timeless appeal, have become items embraced by people of all ages, from teenagers to those in their 70s.

WHO.A.U, operated by E.Land World, has also witnessed an increase in sales of Grandpa Core trend-related products. Sales of overall knitwear, and colorful cardigans in particular, have more than doubled compared to 2023, while classic Oxford shirts have seen a 10 percent increase in sales. WHO.A.U has introduced Grandpa Core-related products, including loose-fit shirts with discreet character embroidery and classic designs, alongside signature character-embroidered items.

By Kim Hyo-hye and Minu Kim

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