LF Hazzys Launches First Ugly Sneakers 'Dean Series'

[Asia Economy Reporter Yujin Cho] LF (CEO Oh Gyusik), a lifestyle culture company, announced on the 2nd that its British-sentiment traditional casual brand Hazzys will launch the ugly sneaker 'Dean' series targeting the millennial generation.

This is the first time Hazzys has released ugly sneakers, characterized by reinterpreting the latest street fashion trends with the brand's own sophisticated sensibility. It maximizes sporty charm by using a thick oversized outsole with an emphasized heel, and structurally applies cushioning optimized for the shape of Korean feet to provide comfortable wear for long hours.

Hazzys also made new attempts in design. The brand logo on the side of the sneakers is used with a unique technique to create a glamorous retro atmosphere. It was released in two styles: one with a big-sized logo printed with a three-dimensional effect, and another with a yellow logo patch applied with delicate embroidery techniques.

Along with this, to broaden the range of choices according to customer preferences, a solid style that removes details and emphasizes a clean feeling will also be introduced. It comes in white and black, which go well with any outfit, and is released for men. The price is 179,000 KRW.

Recently, shoes have emerged as a key item that effectively reveals brand identity, and as customer needs expand from clothing to shoes, Hazzys is strengthening its shoe product line in 2020.

In fact, Hazzys' shoe category sales have increased by double digits every year since its full launch in 2018, with a growth rate reaching 70% last year. Reflecting these market changes, Hazzys plans to triple the number of shoe styles in 2020 compared to the previous year, presenting a diverse shoe line that embodies the brand's unique color, and aims to achieve a close total coordination effect between clothing and shoes.

Hazzys will newly release shoes emphasizing a youthful sensibility targeting the millennial generation, including not only the classic dress shoes previously introduced but also ugly shoes at the center of trends, newtro-sentiment high-top sneakers, and character sneakers from the Fizz line.

In addition, the release range will be greatly expanded to actively propose shoe items suitable for each customer's lifestyle, including luxurious leather Oxford shoes, comfortable yet sophisticated slip-ons, sandals, and mules that express the summer season feeling.

Choi Wooil, head of LF Hazzys Men's Team, said, "As shoes have emerged as an effective means to directly express individuality and complete the overall atmosphere, customer interest in shoes is increasing," adding, "In response to these expectations, we will make this year the first year to strengthen the design and quality of shoe items and plan to introduce a variety of differentiated products completely different from before."

On LF's official online shopping mall LF Mall, the Hazzys Dean series ugly sneakers will be exclusively pre-sold until the 7th, and customers who purchase new Hazzys shoes will receive a leather card wallet on a first-come, first-served basis.

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