Story by James S. Kim.
If you’re looking for something other than chocolates and flowers to give to your significant other this Valentine’s Day, take a note from what many young couples are doing in South Korea on a daily basis.
The “couple look,” or publicly advertising a relationship by wearing matching outfits, is quite easy to spot on the streets, beaches and cafes of South Korea. While it can be as simple as a matching T-shirt or shoes, there are couples taking it to the next level, curating entire looks that match from head-to-toe, from jackets and pants to socks and underwear.
The “couple look” culture has understandably spawned a sizable market for specialized retailers, according to AFP. Many online retailers sell couple attire for snowboarding, swimming and running, as well as pajamas and lingerie for the more intimate moments.
There is no substantial data to show how well these businesses are doing, but many young Koreans say donning the couple look is a sweet way of showing affection for one another and even showing off their relationship in public. Married couples have also been getting in on it as a way of reaffirming their love.
Needless to say, things can get complicated if a relationship goes south. Articles of clothing are a bit more permanent than chocolate or flowers, but at least it’s not his-and-hers tattoos.
This story was originally published in iamkoream.com