Park Jin-young's endorsement sends searches up 740% — toe socks are having a moment
Cuts sweat, adds personality — and sheds the 'ajeossi' image
"Everyone should be wearing toe socks."
That endorsement, delivered by singer Park Jin-young on a television variety show, has set off a quiet craze. Once dismissed as "ajeossi socks" — the kind worn by middle-aged men — toe socks are winning over younger consumers who prioritize foot health and all-day comfort. On Musinsa, searches for "toe socks" surged more than 740 percent from Aug. 1 to Sunday compared with the same period last year.
This reporter wore a pair for three days. Toe socks separate each of the five toes into individual sleeves — the foot equivalent of a five-fingered glove, which allows each digit to move freely rather than being bundled together. The sensation was odd at first: the gaps between toes felt unfamiliar. But once shoes were on and walking began, each toe moved independently in a way that felt surprisingly natural. The big toe, in particular, had a noticeably wider range of motion.
The biggest difference was sweat — or the lack of it. Even for a reporter whose feet perspire heavily, the moisture between the toes dropped to a remarkable degree. The clammy, unpleasant feeling that usually sets in by midday was gone. It was easy to see why toe socks have a reputation for helping prevent athlete's foot.
Putting them on, however, was more of a production than pulling on a regular pair. Each of the five toes had to be guided into its own sleeve, and on rushed mornings before work, that took patience. When a toe missed its slot, the whole process had to start over — pulling the fabric back, repositioning, trying again. The first attempt required standing up, sitting back down, and fiddling with the openings before everything lined up.
Self-consciousness was another factor. Walking into a restaurant that required shoes to be removed at the door, this reporter felt oddly exposed. Restaurants with a "keep your shoes on" policy were a welcome sight.
The reactions from people nearby, though, were warmer than expected. Friends and colleagues who had never seen toe socks up close said they looked "better than I thought" and guessed they probably reduced foot odor. The "ajeossi sock" stigma barely came up — curiosity about the unusual design was the more common response.
Shopping for them revealed some gaps in the market. Men's options were plentiful, but women's styles were comparatively limited, and most designs stuck to safe colors — black, gray and other neutrals. Even so, toe socks are increasingly being styled as a fashion statement: some wearers cut off the toe tips to show off a pedicure, while others pair them with sandals for a deliberate, layered look.
The toe-separating concept has also spread to footwear. The most prominent example is the Vibram FiveFingers, a shoe that wraps each toe individually. Long a niche product favored by enthusiasts, it broke into the mainstream after celebrities including singers Jennie and Lee Hyo-ri were spotted wearing them. Major department stores have recently hosted pop-up shops for the brand.
Nike also sells a split-big-toe design called the Air Rift. This year the shoe was included in a Skims collaboration line and became a bestseller.
Industry insiders see the trend as a sign that consumers have begun treating socks and shoes as extensions of both personal health and personal style. "Demand is growing for products that let people look after their health while expressing their individuality," a fashion industry official said. "Toe socks are expanding their territory as a fashion item as a result."
siuu@heraldcorp.com
