Once thought to be the preserve of middle-aged and older men, cold-weather clothing has recently gained popularity among younger people. Not only for summer outdoor activities such as hiking, golfing, and camping, but also for everyday wear and business casual wear.

According to the fashion industry on the 23rd, Epigram, a menswear brand of Kolon Industries FnC, reported a 130% year-on-year increase in sales of ‘refreshing setups’ made of cold-weather materials last month.

The sales of ‘Cooltandem’, a chilled line of menswear standard, increased by more than 50 percent from the same period last year from the 20th of last month to the 14th of this month.

Especially in the outdoor industry, the competition for cooling apparel is becoming more intense than ever. K2 is also actively recruiting star models popular with the MZ generation, such as Suzy and Ahn Yoo-jin.

K2 has been promoting its new series “Code 10,” which is woven with ultra-cool nylon yarn, with Suzy leading the way. From last month to the 10th of this month, sales of the Code 10 series increased by 20% year-on-year.

Eider released a commercial for its On the Rock Ice Pants featuring brand models Park Bo Gum and Jang Won Young. Last month, sales of On the Rock Ice Pants increased 60% year-over-year.

Blackyak recently released a photo shoot for its summer collection with brand model IU, and Nepa released a TV commercial with Ive Ahn Yoo-jin this summer, introducing its IceTechShell series, which embodies a cold touch.

In addition to clothing, consumers are also increasingly looking for cool-touch underwear and bedding.

Underwear sales of Shinsegae International’s self-cooling material, “Jaju Air메이저놀이터,” increased 29 percent from May 1-11.

On the GS Shop mobile app, sales of bedding made of cold-sensitive materials increased by 158% year-on-year from May 1 to 21.

In particular, with the announcement of the electricity price hike on the 15th and the midday temperature exceeding 30 degrees on the 16th, sales of cool bedding on the 16th-21st surged 263% year-on-year.

“As the early heat wave with daytime temperatures exceeding 30 degrees has continued since May, more people are looking for cool clothing,” said a fashion industry insider. “Competition between companies is becoming increasingly fierce as cool clothing, underwear, and bedding are becoming popular, especially among young people.”