Executives of global tech giants are rapidly abandoning their strict dress code for more casual, trendier apparel as a means of conveying a more modern and creative message to the public.

One such man is Lee Jay-yong, vice chairman of Samsung Electronics. He dresses mostly in casual business attire that comes from mid- to low-priced brands. The reason he does this is to emphasize his Galaxy accessories, which go well with perfectly pressed suits, but stand out more when matched with less-restrictive clothing. 

At Allen & Co.’s annual media and technology conference, held from July 8 for six days in Sun Valley, Idaho, the de facto heir of Samsung Group matched a pair of rounded sunglasses with a light gray Under Armour polo shirt and dark gray chino pants. The brand is a popular choice for celebrities and business moguls alike as it is known for its comfort. The prices are also quite affordable, and the shirt Lee was wearing is known to cost between 60,000 won and 70,000 won ($58-$68).

But the real fashion object was in Lee’s hands. He showed up with the recently released Galaxy Tab S ― the AMOLED display-fitted 10.5-inch version that is just 6.6 millimeters thick. Apple Inc. CEO Tim Cook, on the other hand, brought his iPad.

Galaxy Gear is also turning out to be a frequent accessory choice for Samsung executives, who say this is not only because the product is made by the company they work for, but because it actually looks pretty cool.

Galaxy Gear is thus increasingly becoming the most popular wearable device and fashion item for Samsung executives when they meet up with foreign buyers and clients.

Lee Seo-hyun, president of Samsung Everland’s fashion business and Lee Jay-yong’s sister, even placed a special order for a custom-made device inlaid with diamonds to wear on special occasions.

As a part of its efforts to add more style to its products, Samsung last year participated in the four big fashion weeks ― New York, London, Milan and Paris ― where its smartwatchs hit the runways with the models. 

By Korea Herald Special Investigative Team

Korea Herald intern Lee Ji-eun contributed to this article. ― Ed.