Why is Gen MZ Wearing Long Sleeves Despite the Sweltering Heat? The Popularity of 'Sun-Protection Items'
As the full-scale summer heat and strong UV rays begin, the fashion trends of Gen MZ are changing. While it was common to wear shorts or sleeveless clothes in the summer in the past, consumption of 'Sal-an-ta-tem' has recently surged. 'Sal-an-ta-tem' is a newly coined term meaning 'items that help prevent skin from tanning.'
Major popular items include thin summer cardigans, see-through shirts, and long-sleeved clothing with UV protection. These products are made of materials that absorb sweat well and are breathable, allowing them to be worn comfortably even in hot weather. Consumers are choosing these clothes to protect their skin from strong sunlight while expressing their own style.
Behind this trend lies a high interest in health and beauty. Since UV rays are one of the main causes of skin aging, the younger generation has come to prefer covering their skin rather than exposing it directly. In addition, the practical purpose of maintaining an appropriate body temperature against strong indoor air conditioning is also at play.
According to retail industry officials, sales of related products are showing a significant upward trend compared to last year. As demand for summer clothing with both functionality and design increases, fashion brands are also launching a variety of 'Sal-an-ta-tem.' This summer, people's efforts to take care of both coolness and skin health are expected to continue.