[Edaily Reporter KYUNG GYEYOUNG ] As summers grow longer due to recent climate change, domestic outdoor and sports brands are stepping up their summer sales efforts. Rather than relying solely on winter down jacket sales, they are bringing forward the launch of summer products and expanding the range of styles available to cater to the rainy season and heat waves. They are also attempting to differentiate themselves by adding functional features—such as UV protection and moisture-wicking and quick-drying properties—beyond just cooling effects.

According to industry sources on the 28th, KOLON CORPORATION’s Street FnC Division, which operates Kolon Sports, has expanded its summer product lineup by 12.2% in terms of stock-keeping units (SKUs) and 14.3% in terms of styles compared to the previous year. To address summer weather conditions, the brand actively utilized proprietary materials such as △ “brrr°,” which offers excellent moisture wicking and a cool feel; △ “Solarplex,” which blocks infrared rays; and △ “FlatDry,” which quickly absorbs and evaporates sweat.

In addition, KOLON CORPORATION brought forward the launch of its summer products by about two weeks compared to last year. Thanks to this proactive approach, sales of KOLON CORPORATION’s summer functional products from January through July 14 increased by approximately 25% compared to the same period last year.

Nepa also increased the overall volume of its cooling product line while expanding the number of styles—including shirts, pants, and dresses—by 24% compared to last year. Products made with seersucker, a fabric that doesn’t cling to the body even when you sweat, sold 70% more in June than in the same month last year, garnering a positive response from consumers.

Black Yak has increased the number of styles in its cooling fabric product line by 340% for tops and 500% for bottoms compared to last year. By extending the use of cooling functional fabrics—previously focused mainly on tops—to bottoms as well, the brand has expanded consumer choice. Black Yak explained that it diversified the designs, fits, and colors of its “AeroFresh” series—its signature summer fabric—to make the products suitable not only for hiking, running, and trekking but also for everyday wear.

#The North Face, operated by Youngwon Outdoor, has also expanded the use of functional materials beyond T-shirts to include all items, such as skirts and other bottoms, dresses, and shirts. In its highly anticipated kids’ line, The North Face unveiled its summer collection, featuring the “Kids Breezeway Set” made with seersucker and rash guards with UV protection.

Summer sales have also become increasingly important for sports brands. Reebok, distributed in Korea by LF (093050), brought forward the launch of its “Hot Summer Collection” by about two weeks compared to last year and tripled the number of styles to 25. Strategic inventory for the height of summer has also increased by more than 70%. Reebok has expanded its use of the cooling “ASKIN Mesh” and the moisture-wicking, quick-drying “Cool Sorona” yarns, and introduced seersucker fabric for the first time this year.

An industry insider noted, “As summers grow longer due to climate change and heat waves and air-conditioned environments become the norm, major brands are not only incorporating functional materials but also stepping up the release of product lines that are highly versatile for everyday use,” adding, “The share of summer products in total sales is also increasing.”