Longer Summers Boost Demand for Lightweight Men's Suits
Creatrip Team
a month ago
As summers lengthen in Korea, menswear brands are expanding summer suit lines and using functional fabrics to meet rising demand. LF’s MAESTRO increased summer suit volume by 50% this spring/summer (SS) season, while DAKS doubled style variety and quantity versus last year. Designs moved from mostly solid colors to micro and check patterns. MAESTRO is promoting suits made with breathable, quick-dry “Island Fleece,” and DAKS uses Zegna’s high-performance mohair for airflow and moisture control. Both brands strengthened resort collections (resort 컬렉션) — MAESTRO added Hawaiian shirts and swim shorts — reflecting product segmentation for early summer, monsoon, vacation, hot summer, and late heat. Sales rose accordingly: MAESTRO’s April–May summer-suit sales up ~50% and DAKS up ~30%; MAESTRO’s May knit sales jumped 167% on summer pleated knits. LF says brands now target multiple summer periods with tailored materials, styles, and launch timing.
