LF Raumann Launches 'Hotel Seritos' Private Brand Line

[Asia Economy Reporter Yujin Cho] Lifestyle culture company LF (CEO Oh Gyusik)'s men's select shop Raum Men announced on the 11th that it is launching a new 'R Project' themed around spaces, and will release the first collection titled 'Hotel Cerritos,' inspired by a California hotel.

Raum Men, which was relaunched last year, has recently been focusing on developing differentiated private brand (PB) products to strengthen the competitiveness of its select shop's own content. As part of this effort, Raum Men is drawing inspiration from the German word 'Raum,' meaning 'space,' and will actively promote the R Project, themed around unique spaces, starting from the spring/summer season.

For the first theme of the R Project, Raum Men selected California, representing a free and lively atmosphere, and presents exotic yet comfortable casual items. Collaborating with fashion director Hotel Cerritos, who proposes various contents based on the concept of a fictional hotel in the Cerritos area, the collection infuses delicate and special value.

This collection features a witty expression of the recent vacation trend among millennials known as 'hotel-cation' sensibility. With vibrant color combinations reminiscent of a joyful holiday season, it playfully incorporates phrases commonly seen in hotels such as 'How can I help you?' and 'Do not disturb' as prints, creating fun and empathy.

The luxurious material stands out with the use of Supima cotton, which accounts for only about 3% of American cotton production. Supima cotton is a premium Pima cotton carefully selected from the southwestern United States and certified for quality by the American Supima Association. It is characterized by its soft touch and silk-like luster, embedding the unique regional sensibility into the material.

The Hotel Cerritos line by Raum Men consists of a total of 10 products: six unisex short-sleeve T-shirts in stylish colors and four caps. The price range is around 90,000 KRW for the T-shirts and 50,000 KRW for the caps. The collection will be launched exclusively on LF’s official online shopping mall, LF Mall, followed by entry into major online select malls, and will also be available at key Raum Men stores.

To celebrate the launch of the Hotel Cerritos collaboration products, LF Mall is offering a 10% discount on purchases of these items from 10 a.m. on the 11th to 10 a.m. on the 18th, along with unique eco-bags and stickers as gifts.

Lee Ji-eun, Executive Director of LF Raum Men Task Force Team, said, “Raum Men’s new R Project is a process of experiencing unique emotional spaces through fashion,” adding, “Starting with the first project, we plan to continuously present fresh collaborations themed around various spaces worldwide, offering capsule collections with new value.”

Meanwhile, Raum is a select shop brand aiming for 'affordable luxury' with price competitiveness, proposing a variety of fashion items from designer collections to overseas contemporary brands. Following the launch of the women's select shop Raum in 2009, the men's select shop Raum Men, reborn last year, offers high-sensitivity and high-quality clothing and accessories for men who do not hesitate to invest in their appearance.

This content was produced with the assistance of AI translation services.