Hyundai Motor gets hip with new dress code

Jeans and T-shirts will be allowed at Hyundai Motor offices from March 4 as the auto group’s heir apparent Chung Eui-sun looks for new ways to give the automaker a younger, trendier feel.

On Monday morning, Hyundai Motor employees at its headquarters in southern Seoul were told that they are free to dress however they want from next month. Unlike a no-tie day, Hyundai’s new dress code didn’t include any special rules or guidelines.

The free dress code applies to all Hyundai office workers, according to the company spokesperson, but not for workers at production facilities due to safety issues.

While some time will be needed for Hyundai employees, who are much more familiar with formal suits, to get used to their new fashion freedom, industry sources say the move is likely to spread to Hyundai affiliates soon.

Hyundai has long been considered one of most conservative Korean companies, as with most other companies in the traditional manufacturing sector like shipbuilding and steel. However, the automaker has been trying to rebrand itself as a mobility technology company given the growing importance of digital technology in the auto industry.

Hyundai Motor Group Executive Vice Chairman Chung Eui-sun stressed in his New Year’s message that he will ramp up investment in the sharing economy, artificial intelligence and smart mobility to keep up with the radical paradigm shift.

LG also started to shift its dress culture earlier last year. LG Electronics and LG Corp. adopted free dress codes from September.

BY KIM JEE-HEE [kim.jeehee@joongang.co.kr]