[E-Daily Reporter Kim Ji-woo ] Beyond linen—a classic summer fabric—a variety of materials such as crochet, pleats, and seersucker are increasingly being incorporated into everyday wear and work attire. As consumer tastes become more diverse, summer fashion is evolving beyond simple cooling functionality to focus on styles that emphasize fabrics and patterns.

LF, a lifestyle and culture company, announced on the 8th that its premium contemporary casual brand, Hazzys, has expanded its summer lineup this year to include not only linen but also pleats, crochet, embroidery, and botanical patterns.

Demand is also growing for premium casual looks that are both polished and cool to wear. Last month, sales of Hazzys Namsung linen shirts increased by approximately 50% compared to the same period last year. During the same period, sales of Hazzys Women’s linen cropped short-sleeve shirts rose by 196%, while sales of linen-blend denim Bermuda shorts grew by 104%.

Hedges Namsung is strengthening its product lineup using cooling functional fabrics, seersucker, and linen-blend materials. The seersucker short-sleeve T-shirt has been popular since its launch in early May and has now entered its third reorder.

The “Hedges Wave” line, designed specifically for summer, recently unveiled its “Pleated Edition.” The collection features jackets, pants sets, and shirts made from lightweight, wrinkle-resistant pleated fabric. These products are aimed at Namsung customers seeking formal ensembles even during the summer.

A trend toward material diversification is also emerging in women’s wear. Hazzys Women presented a classic resort style centered on linen and crochet through its “Summer Cruise” collection. Featuring botanical-print dresses and skirts as key pieces, the collection offers styling options suitable not only for vacation destinations but also for everyday wear.

Crochet is characterized by the breathability and lightweight feel unique to its loose weave. While it was once perceived as resort knitwear, it has recently expanded to include cardigans and vests, serving as lightweight summer outerwear. As the line between resort wear and everyday clothing blurs, crochet is also establishing itself as a summer fabric for urban wear.

This trend extends beyond the summer season to include transitional-season items. Hazzys has expanded the range of summer fabrics to include the fall-winter (FW) bridge season by launching the “Airy Soft Shacket” series—lightweight shackets perfect for early fall.

An LF spokesperson said, “As consumer tastes become more diverse, summer fashion is also evolving into something more colorful, and this trend is extending into the FW bridge season, establishing itself as a new styling trend that blurs the boundaries between seasons.”