Middle-aged male consumers turn to athleisure

[Courtesy of XEXYMIX]

Many South Korean men in their 40s and 50s have become the primary consumers of the so-called athleisure, a hybrid style of athletic clothing worn as everyday wear, as fashion trends shift toward comfortable and cost-effective lifestyles.

The word is a portmanteau of the words athletic and leisure.

The style has been gaining popularity among men in their 40s and 50s since 2023 as it allows wearers to effortlessly blend exercise and leisure as more companies relax their workplace dress codes.

In response to the growing demand for athleisure outfits among mid-aged male consumers, the athleisure brand XEXYMIX, operated by Brand X Co, saw an 11 percent year-on-year increase in new consumers in the first half of 2024, with men accounting for 40 percent of the new customers. Similarly, Andar, an athleisure brand operated by Echo Marketing Co., experienced an 11 percent year-on-year increase in new male online shoppers in the first half of the year, following a remarkable 200 percent increase in 2023. Those in their 40s and 50s are responsible for 70 percent of the male purchases of Andar.

“Previously, female customers would purchase men’s products as gifts for family members or partners while shopping for themselves. However, middle-aged men these days have started visiting our mall and stores to buy clothes for themselves,” a XEXYMIX official said.