A successful type of flop
A pair of this year’s most popular sandals the coconut flip-flop. By Jeong Chi-ho
On hot summer days, sandals are vital. Sitting inside a cafe sipping coffee and observing the footwear of people walking by, nine out of ten had their toes on display.
Sandals are comfortable in warm weather and are usually reasonably priced. Plus, in a hot weather, sandals help prevent foot infections.
But sandals have more advantages than comfort and prevention of infection ― they are part of summer fashion and embellish the look of the season.
There are many different types of sandals but the trendiest style right now is jori or flip-flops.
Flip-flops began their fashion history as beach sandals and the basic design is an open shoe with a strap that passes between the first and second toe. This type of footwear originated in Japan where people traditionally wore woven or wooden sandals.
For several years, flip-flops have been a must-have item for both men and women and this trend continues this summer, with the sportive look in vogue. But the patterns and designs have changed.
Park Jee-hee, the public relations director of ABC Mart Korea, said the main buyers of flip-flops are customers in their teens and 20s. (ABC Korea is a world-wide distribution brand for shoes and carries 50 brands including Nike, Puma, Vans and Birkenstock.) Children and older consumers prefer sports sandals that have an ankle-support to simple joris.
The growing popularity of flip-flops is due to the changing patterns and designs that please the eye of consumers looking for something new.
When most people think of the flip-flops they imagine something made of rubber in a single-color but Ryu Soon-in, the commercial manager of Gmarket (Korea’s leading e-commerce marketplace), said this year flip-flops have become more luxurious, colorful and stylish.
“The design is simple and minimal yet showy,” Ryu said. Different materials contribute to the change. Instead of rubber, the strings can be made of cork, coconut or bamboo skins. They are nature-friendly.
“Wearing sandals is now part of the well being culture,” said Park, pointing out that the simple footwear do not absorb sweat and odors. “They make you feel like you are walking on freshly cut grass.”
In addition, the strings, mainly Y-shaped, can also be made of leather or rushes. “These materials make the sandal look luxurious and casual at the same time,” said Ryu.
For example, jewelry, beading and knitted flower embellishments or tiger-skin strings make the flip-flops dressier, more trendy and modern.
Helga Noh, the marketing coordinator for Reef Korea, an extreme sports brand, says her company has enjoyed the popularity of the flip-flop trend.
“Shiny, silver crystal materials are used and this reflects today’s so-called ‘futuristic’ styles,” said Noh.
Different prints are also new this year. Flowers and fruits are printed on women’s soles and skeletons or Taegeukgi, the Korean national flag, on mens.
Since the patterns are printed with bright colors, Park said the shoes help to cool down hot summer days.
She recommends simple clothes to match colorful flip-flops: shorts or beige cargo pants for men and denim skirts or skinny jeans for women.
In addition to flip-flops, alphabet-shaped sandals such as the T, U, and X styles are also popular, especially with women.
Lee Yoo-young, the general merchandise director of Gmarket, said alphabet-designed sandals are on fire and consumers are requesting more styles to match their apparel.
“The different string-lines allow consumers to express different trends,” said Lee.
The T-line sandal, one of the preferred letter types, provides a formal and elegant look.
A thin strap is wrapped around the ankle and the instep is exposed. If you are looking to make a strong impression, silver, gold, and red, are preferable, said Lee.
The allure of sandals is never-ending.
“An average of 5,000 Y-shape flip-flops are sold online at Gmarket every day and 3,400 different styles are registered,” said Ryu.
Just one bit of advice for flip flop wearers: Please, whatever brand or trend you prefer, just don’t wear socks, particularly black ones, when venturing out in flip flops: It just doesn’t work.
By Lee Eun-joo Contributing Writer [estyle@joongang.co.kr]
with the Korea JoongAng Daily
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