Hazzys Launches 20th Anniversary Pattern 'Heriato' Collection

[Asia Economy Reporter Yujin Cho] Lifestyle culture company LF (CEO Oh Gyusik)'s British sensibility casual brand Hazzys announced on the 25th that it will launch a fall/winter collection using the Heriato pattern to celebrate its 20th anniversary and hold related events.

Heriato is a new signature pattern developed by Hazzys to commemorate its 20th anniversary, which modernizes the logo pattern introduced in the 2000s to fit the sensibility of the new era.

The sturdy straight lines extending horizontally, vertically, and diagonally represent Hazzys' will to connect its past, present, and future. The ‘H’-shaped pillars erected at each intersection of the lines symbolize the brand logo and also signify the spirit of challenge and victory in rowing, a major theme used by Hazzys since its launch.

Starting this fall, Hazzys plans to expand the Heriato pattern collection from its existing accessory line to include menswear, womenswear, accessories, and golf wear lines, thereby solidifying the brand's unique identity shared across all categories and creating a close synergy effect as a total casual brand.

The fall new products of the Heriato collection are characterized by maximizing the use of the pattern with a variety of colors. Irregular large and small Heriato patterns blend with deep autumn colors such as navy, brown, and red, creating a glamorous and luxurious atmosphere.

The collection consists of over 60 diverse items, ranging from clothing such as shirts, jackets, pants, dresses, skirts, cardigans, and jumpers to accessories and miscellaneous goods including handbags, knee socks, hats, and sneakers.

To commemorate the launch of the Heriato collection fall new products, Hazzys is holding a special event on LF’s official online shopping mall LF Mall from 10 a.m. today until 10 a.m. on the 5th of next month, offering attractive benefits.

At LF Mall, customers who purchase Heriato collection items worth 80,000 KRW, 150,000 KRW, or 350,000 KRW or more will receive mileage points of 10,000, 20,000, or 50,000 respectively. Among customers who purchase from the Heriato collection, a lottery will be held to give away rowing ball caps (5 winners), sock sets (5 winners), Heriato card wallets (5 winners), and golf umbrellas (5 winners) as gifts.

Additionally, from September to the end of November, Hazzys will operate a pop-up store at the Myeongdong flagship store SpaceH where customers can experience the Heriato fall collection in a special way. The entire space, from the exterior of SpaceH to the pop-up store located on the first floor, is decorated using the Heriato pattern, and various Heriato collection outfits across all categories are exhibited to provide diverse attractions.

Kim Hoon, LF Hazzys Global Creative Director, said, “We aimed to redefine Hazzys’ tradition and value from a new contemporary perspective by presenting a fresh and distinctive Heriato collection.” He added, “This year, marking the 20th anniversary, we regard it as the first year of brand innovation and leap, and plan to strengthen the brand heritage from a long-term perspective.”

Meanwhile, Hazzys’ fall season Heriato collection is available at brand stores nationwide and on LF Mall. Detailed benefits of related promotions can be found in the LF Mall special exhibition.

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