The Resurrection of WHO.A.U: A Return to American Casual Fashion
Launched in the 2000s by E-Land, the casual brand WHO.A.U established itself as a prominent name in the bustling shopping district of Myeongdong, Seoul, even opening a large flagship store. However, as the 2010s progressed, the brand’s unique American-style casual fashion began to wane in popularity, falling behind contemporary trends. For nearly a decade, WHO.A.U was close to becoming a forgotten brand.
Recently, WHO.A.U has made a remarkable comeback. The shift in fortune can be attributed to the resurgence of American casual fashion, which has re-emerged as a trend in recent years, particularly following the COVID-19 pandemic. The rise of retro fashion has been notable, and WHO.A.U has successfully capitalized on this cultural shift. According to E-Land World, the brands sales reached 100 billion won last year, marking an 11.1% increase from the previous year’s 90 billion won. This represents nearly a two-fold increase compared to 55 billion won in 2021, when the signs of a revival were first detected. In the first half of this year, sales are estimated to have increased by more than 20% compared to the same period last year, significantly outpacing E-Land World’s overall sales growth rate of 7.5% during the same timeframe.
WHO.A.U’s American casual fashion is characterized by its simplicity and practicality. The designs are inspired by mid-20th-century American collegiate sports uniforms and lounge wear. Notable items include lettering hoodies and cable-knit cardigans. The varsity jacket, often referred to as a baseball jacket or college jacket, is also a quintessential representation of American casual fashion.
With sales rapidly increasing, WHO.A.U is swiftly expanding its offline distribution channels beyond its traditional focus on storefronts (franchises) to include department stores and duty-free shops. The number of stores, which was 67 in 2021, has grown significantly, reflecting the brands reinvigorated presence in the market.
Recently, WHO.A.U has made a remarkable comeback. The shift in fortune can be attributed to the resurgence of American casual fashion, which has re-emerged as a trend in recent years, particularly following the COVID-19 pandemic. The rise of retro fashion has been notable, and WHO.A.U has successfully capitalized on this cultural shift. According to E-Land World, the brands sales reached 100 billion won last year, marking an 11.1% increase from the previous year’s 90 billion won. This represents nearly a two-fold increase compared to 55 billion won in 2021, when the signs of a revival were first detected. In the first half of this year, sales are estimated to have increased by more than 20% compared to the same period last year, significantly outpacing E-Land World’s overall sales growth rate of 7.5% during the same timeframe.
WHO.A.U’s American casual fashion is characterized by its simplicity and practicality. The designs are inspired by mid-20th-century American collegiate sports uniforms and lounge wear. Notable items include lettering hoodies and cable-knit cardigans. The varsity jacket, often referred to as a baseball jacket or college jacket, is also a quintessential representation of American casual fashion.
With sales rapidly increasing, WHO.A.U is swiftly expanding its offline distribution channels beyond its traditional focus on storefronts (franchises) to include department stores and duty-free shops. The number of stores, which was 67 in 2021, has grown significantly, reflecting the brands reinvigorated presence in the market.
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