The South Korean series Squid Game debuted on Netflix in 2021, deep into the pandemic—and with great success. The show, which tells the story of every-day people trying to survive a mysterious survival game, became the most-watched Netflix series worldwide within two weeks and quickly gained traction in the fashion world.
White Vans Slip-Ons experienced a resurgence in popularity, the tracksuits from the series were replicated, and the actors and actresses themselves ventured into the fashion industry. HoYeon Jung, one of the lead actors, even became the face of brands like adidas and Louis Vuitton. But why did Squid Game resonate so strongly with designers and brands?
Squid Game - First season
The year is 2021. The world is confined to their homes as the pandemic continues to spread, bringing daily life to a standstill. In September, the answer to all the indoor monotony arrived: a new Netflix series called Squid Game. Directed by Hwang Dong-hyuk, also known for the South Korean films My Father and The Fortress, the series became an instant hit.
Here’s a quick refresher. Squid Game tells the story of various participants who each find themselves mysteriously drawn into a game where the stakes are quite literally "money or your life." One of the main characters, Seong Gi-hun, played by the renowned actor Lee Jung-jae, is a divorced man struggling with a severe gambling addiction.
Drowning in debt, he is introduced to Squid Game - a competition where he can win a massive cash prize by playing children's games. Sounds simple, right? He soon discovers that the real cost is losing his own life.
During the game, he meets Kang Sae-byeok, portrayed by HoYeon Jung, who earned a SAG Award for her role. She is a young woman determined to use the prize money to reunite her family by rescuing her younger brother from an orphanage.
Each player in the game is assigned a numbered uniform and must survive round after round. The game, which starts with 456 participants, has room for only one winner.
A thrilling series with a dystopian undertone, Squid Game quickly gained immense popularity. Both the series and its cast received widespread acclaim, earning numerous nominations and awards.
Entering the fashion world
After Squid Game soared to the top of Netflix's charts, the show's popularity quickly became evident in everyday life. With Halloween just a few months after its release, the iconic outfits from the series were widely replicated and worn. The green and red tracksuits flew off the shelves, along with the matching sneakers.
Less than two months after the launch of the first season, Sole Supplier reported that sales of the series' white Vans Slip-Ons had increased by a whopping 7,800%. Lyst confirmed the hype, with a reported 97% increase in searches for the term “white slip-ons.”
Pull & Bear launched its own clothing collections featuring scenes from the series, Primark came out with its own designs, Bearbrick got to wear a Squid Game outfit and Netflix also unveiled its own merch collection.
Popular actors
The actors and actresses from the series also secured prominent spots in the fashion world. Model and actress HoYeon Jung graced the covers of VOGUE, GQ, and Vanity Fair. Additionally, she was named Louis Vuitton's Global House Ambassador for Fashion, Watches, and Jewelry and starred in campaigns for brands like adidas and Calvin Klein.
Lee Jung-jae also became a prominent figure on the red carpet. Gucci appointed him as their Global Ambassador of the Brand, and he appeared in various campaigns and photoshoots. Additionally, Jung-jae revealed earlier than expected that he would return for the new season of Squid Game.
Now, more than three years after the first season, it is time for the promised sequel.
Round two
Recently, Netflix unveiled the official trailer for Squid Game: Season 2, with Jung-Jae, as promised, returning in the lead role. It seems that this season will take place in the same recognizable setting, featuring games we remember from the first season.
The trailer ends with a surprising twist, showing Jung-Jae waking up from a dream. How the story will actually unfold, we will soon find out.
Season two will be released this Christmas, specifically on December 26th, and it looks like Netflix is going all out for the launch. Recently, the American production company revealed a series of collaborations, projects, and merchandise collections centered around the South Korean series.
The list of collaborations includes a variety of brands, such as VANDYTHEPINK, Jack Link’s, Jack Daniel’s, Lucie Kaas, and Olive Young. American artist and designer KAWS also revealed his own work, inspired by the series.
But it was the Squid Game x Crocs collab that caught the eye of many, and especially us.
Squid Game Sneakers (and Crocs)
Crocs had already enjoyed a successful year through collaborations with big names like Salehe Bembury, Pokémon, Batman, and Harry Potter. The next in line is a collaboration with Squid Game, featuring a green Clog as the centerpiece.
The design features custom Jibbitz, blood splatters on the sole, Squid Game logos on the insole, and the number 456 on the heel. Read more here >>
Another collaboration, which is particularly exciting for sneaker enthusiasts, is between PUMA and the series. For the second season, PUMA has designed an extensive collection, including three sneakers and tracksuits inspired by Squid Game. Read more here >>
Whether Vans will join this list with its own version of the white Slip-Ons remains to be seen. For now, you can already dive into the available Squid Game merchandise. The series will kick off on December 26, 2024, so don’t forget to set your alarm.
