A campaign image from the Beanpole and Hunter collaboration collection [Samsung C&T]
A campaign image from the Beanpole and Hunter collaboration collection [Samsung C&T]

"My feet got completely soaked in the rain. I wiped them with tissues, but it still felt gross."

The days of trudging through a workday in wet socks are over. From rain boots to rubber shoes and sandals that shrug off moisture without a second thought, "rain fashion" has cemented itself as a summer essential. With personality-driven umbrellas now part of the mix, a consumer trend that prizes both function and design is gaining momentum.

As this summer's rainy season drags on, industry sources say interest in rain-related fashion items — including rain boots, waterproof shoes and designer umbrellas — has been growing.

Rain boots are by far the most iconic rainy-season item. Once associated mainly with farming or fishing, they have become a defining fashion piece of the monsoon months. Recent releases span knee-high, mid-calf and ankle-length silhouettes, making them easy to pair with dresses, shorts and slacks alike.

British brand Hunter, widely regarded as synonymous with rain boots, has been particularly popular. To capture summer spending, Samsung C&T's Beanpole label teamed up with Hunter on a collaboration collection. Consumer demand has been strong enough that some items, including a windbreaker, have gone back into production.

For those who find rain boots too confining, GORE-TEX footwear offers a practical alternative. The waterproof technology keeps feet comfortable even during prolonged exposure to rain. As outdoor activities such as running and trekking have grown popular among consumers in their 20s and 30s, GORE-TEX shoe designs have diversified considerably — and their everyday versatility is an added draw.

LF's Atelier Vanessa Bruno accessories line featuring a Hello Kitty collaboration parasol [LF]
LF's Atelier Vanessa Bruno accessories line featuring a Hello Kitty collaboration parasol [LF]

Lightweight jelly shoes and rubber sandals are also riding a wave of popularity. On Musinsa, searches for jelly shoes surged 105 percent year-on-year during June alone. Easy to care for when wet and available in a growing range of designs, they have become a rainy-season staple.

Umbrellas, too, have transformed into a vehicle for self-expression. Products that differentiate themselves through design details — distinctive handles, patterned canopies and the like — are hitting shelves in quick succession. Notable examples include Human Made's duck-head handle umbrella and a Twosome Place collaboration with the beloved character Pingu.

Sun-and-rain parasols have also become a must-have, driven by the increasing frequency of intense, short-burst downpours. On LF Mall, searches for parasols rose 26 percent year-on-year from April onward, while Musinsa recorded a 123 percent jump in parasol searches during June. Major brands including Daks, Hazzys and Jill Stuart New York have been boosting production volumes or placing reorders to keep up with brisk sales.

Shinsegae Department Store opened a dedicated fashion accessories boutique on the first below-ground floor of its Gangnam branch, selling summer essentials such as scarves, hats and parasols. More than 30 brands have set up shop there.

"As the weather keeps alternating between sunshine and rain, more consumers are reaching for parasols and lightweight linen shirts," an industry official said. "Demand for functional fashion items that can be used regardless of the season continues to grow."

The fashion accessories boutique on the first below-ground floor of Shinsegae Department Store's Gangnam branch [Shinsegae Department Store]
The fashion accessories boutique on the first below-ground floor of Shinsegae Department Store's Gangnam branch [Shinsegae Department Store]

siuu@heraldcorp.com