I first noticed what I now call the "sports jersey" look on young Korean women back in September of 2013 when talking with a fashion design major in my university. I was really struck by how much her top looked like a football jersey, down to the mesh holes and inexplicably large lettering in stark, football-team allcaps that I at first thought said "LOWELL" -- as in perhaps a football team from a high school in Lowell, Massachusetts. On closer inspection, I realized it said "LONELY", with a superimposed V over the N to double the stencil as "LOVELY." But it struck me that it was definitely in the style of an American football uniform, down to the high cut, mesh holes, and all. But I saw it as a one-off. But that was going into fall and winter's colder weather. Now, in the subsequent summer, I realized again that no matter what, whatever fashion-forward Hongdae kids are wearing will become the thing within 6 months, no exceptions. Exhibit A:
Got a football jersey in there with player number on the flautist, as well as a stark capital A on a flowery, girlish print with the gayageum player (the girl playing the thing that looks like a harp on its back). And of course, the ubiquitous hot pants that all young girls not in a convent must wear here.
And the combination of football jersey text with girlish flowers and even lace doesn't end there. Behold:
Besides just winner teams such as the Eagles -- which surely a pronto moda house in Dongdaemun picked up on very recently from American sports follies -- aren't the only teams and things found on women's jersey tops around Seoul.
An actual sports Jersey meets snobgirl faux classism, with oversized, allcaps lettering on the skirt. We also have pictographs meeting faux Boy London here.
Which brings us back to "LONELY."
And back to the first fashionista who started both my thinking on this trend and this post, when you combine an actual, full-on football top with a conservative, school uniform-eque collar, coquettishly quaint miniskirt, along with thick socks and sandals, you get interesting things going on.
But inevitably, all memes evolve into new directions, according to the rules and dictates of their particular ecosystems...