As summers grow hotter, Korean shoppers cover up

Stronger ultraviolet rays and extended summers are driving demand for fashion that physically shields skin from the sun, such as parasols and long-sleeved pieces.

Searches for parasols on LF Mall rose 26 percent between April 1 and June 25 from a year earlier, while searches for sun-blocking clothing items climbed 338 percent.

The shift reflects consumers moving beyond sunscreen to avoid sun exposure altogether.

Leading the category are all-weather umbrellas, designed for both sun and rain.

Once ...