[Vol.82] Newtro, Back to the future!

 Have you seen these posters in KNUE? These are the posters from Dept. of Education and PLAY, the cheerleading club. Their common feature is that they use retro factors like bold fonts and outdated design. Like this example, Newtro is a trend in Korea these days.

 Newtro is a combination of “New” and "Retro," short for retrospect which means recollection. Newtro is not just retro, but also something new. In the case of Retro, it is just based on nostalgia which middle-aged people have already experienced, however, Newtro focuses on the novelty or freshness of looking at the past that they have never experienced. Professor Kim Nan-do of Seoul National University explained, "Newtro is not just a reminder, but a new reinterpretation of retro trends with modern sensibilities, creating a completely different image."

 Newtro can be easily found around our daily lives. Here are the examples. In the fashion field, Fila and Prospecs, the brands which were popular in the late 80s and early 90s, stand out. Oversized T-shirt with red and blue color using the brand's big logo and Ugly Shoes, which features high soles and rugged designs are popular. We can also find Newtro in hairstyle as well as clothing. Wolfcut, which is the hairstyle with rough layers, are back in fashion under the name Hushcut. Unlike in the past, when Wolfcut was just roughly a layered style, it has now changed into a version considering the shape of each person’s face.

 Also, there has been a new wind blowing through Eulji-ro in the years. You can see some retro shops remodeling the shabby industrial factories, hardware stores, and print shops. It has been gaining popularity by selling wine, coffee, and beer at a place with old props and interiors. Meanwhile, in Ikseon-dong, Seoul, a service to rent clothes and props from the age of enlightenment is attracting the attention of the Millennium Generation, who like the experience-oriented activities. People can take photos in line with the concept in Ikseon-dong, where 110 Han-ok, traditional Korean houses, are located.

 Then, Why are people so enthusiastic with Newtro? The millennial generation is known as the main of the current consumers. As Millennial generation, who are always looking for something new, Newtro is attractive because it can give fresh impetus. Cheil company, which is the number one in the Korean advertising industry, also said that as Millennial generation value scarcity and tend to stick to their style, old styles can satisfy their needs giving a fresh feeling. Besides, the stability of the "accumulation of time" that cannot be given from the new and fancy is another reason. Newtro finds the brand history that was buried behind and reinvents it into a new culture.

 As time goes by, Newtro style becomes more prevalent in our society and also changes the lifestyle of consumers. Kim-nan do, the professor of Seoul National University said, “Retro relies on people’s memory, so reappearance is important. Newtro, however, is for the people who don’t have that memory. Interpretation is important.” As he said, many products interpret the past in various ways, so paying attention to how the past is interpreted could be fun understanding Newtro.