[Edaily Reporter Kim Jeong-yu] #Shinsung Trading’s casual brand ‘Allzen’ is significantly expanding its shirt lineup to target male consumers in their 40s and 50s, offering products that combine a cool, comfortable fit with practicality.

Allzen announced on the 12th that it will diversify its shirt lineup this summer, focusing on seersucker and other fabrics. Seersucker shirts are characterized by their embossed texture, which prevents them from clinging to the body and provides a comfortable fit. They are also less prone to wrinkling, making them easy to style.

Accordingly, Olzen is expanding its seersucker shirt lineup this year to broaden customer choice. The company also plans to pursue a high-quality strategy for its existing summer staple, linen shirts, by using premium materials. For both materials, the company intends to emphasize half-button designs, incorporate new materials, and diversify the color palette.

The company is also expanding its customer engagement efforts. Last month, it showcased Olzen’s spring/summer (SS) fashion styling through “Sampro TV,” an economics YouTube channel with 2.96 million subscribers. As the channel’s audience of working professionals in their 40s and 50s aligns with Olzen’s primary consumer base, sales on the online store (Goodware Mall) surged by 265% on the day of the initial broadcast compared to the previous day.

A representative from Shinsung Trading stated, “While demand in previous years was centered on linen shirts during the summer season, there has recently been a growing trend of interest in seersucker shirts, which offer ease of care and versatility.” The representative added, “We will continue to broadly target the ‘well-aging’ fashion needs of male customers in their 40s and 50s through a diverse range of products that combine material quality and stylistic sophistication.”