LF Launches Lifestyle Brand 'Piz' Independently

[Asia Economy Reporter Yujin Cho] Lifestyle company LF (CEO Kyusik Oh) announced on the 6th that it will separate Hazzy's young line 'Fizz' and independently launch it as a lifestyle brand for the MZ generation.

First introduced in 2017, Fizz has played a decisive role in expanding Hazzy's base as a total traditional casual brand that covers young customers in their 20s and 30s by wittily interpreting the illustration of the dog, the symbol of its mother brand Hazzy, every season.

As the brand name implies, meaning 'face' or 'expression,' Fizz plans to present a lifestyle brand targeting MZ generation customers with cheerful sensibility and unique style, featuring characters that embody the humorous faces and expressions of various animals worldwide, vibrant colors, and bold designs.

As a brand for the MZ generation, Fizz plans to maintain a distribution strategy focused on online malls such as Musinsa and 29cm, where MZ generation consumers have a high usage rate, in addition to LF Mall.

Fizz, starting anew as an independent brand this fall season, has launched the '90’s Fizz Collection,' which reinterprets the retro trend that has dominated the global fashion scene in recent years.

This collection consists of about 20 items including a stadium jacket featuring the symbol of graffiti, a hallmark of 1990s hip-hop culture, the 'Greek logo,' and graphic artwork applied using various embroidery techniques, as well as sweatshirts, long cardigans, knits, hoodies, cargo pants, and track pants. The stadium jumper is priced at 219,000 KRW, logo sweatshirts at 109,000 KRW, and cargo pants at 109,000 KRW.

To commemorate the launch of the new collection, LF is running a promotion on its official online shopping mall LF Mall, offering a 10% discount and an additional 5% discount coupon for new product purchases. Detailed information about the event can be found on the LF Mall special exhibition page.

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