LF Daks Launches Women's Street Casual Line 'Daks London Studio'

Daks London Studio Line 2021 SS Season Photoshoot.

[Asia Economy Reporter Seungjin Lee] Lifestyle culture company LF announced on the 16th that its brand 'Daks' will launch a street casual line targeting MZ generation (Millennials + Generation Z) female customers starting from the 2021 spring and summer season, called ‘Daks London Studio.’

The online-based Daks London Studio is the brand’s first street casual line targeting female customers in their 20s and 30s. Through a new collection never seen before, the plan is to expand the influx of young customers and build a broader product category in line with the segmentation of tastes.

The design of this line features a reinterpretation of the newtro (new + retro) sensibility pursued by MZ generation consumers with Daks’ unique sensibility. To express a free atmosphere unconstrained by formality, the Daks logo was adapted into a witty handwritten style, which was used as a point throughout the products and connected with new patterns. The brand’s distinctive check pattern was boldly omitted or altered with a combination of vivid colors to emphasize a bright and cheerful feeling.

The Daks London Studio line consists of about 10 casual clothing items that can be worn lightly and comfortably, including check color-block hooded T-shirts, banding skirts, logo sweatshirts, patterned short-sleeve T-shirts, and ruffle-trimmed shirts.

Meanwhile, this line will be launched through online distribution channels such as the premium lifestyle specialty mall LF Mall and the online fashion store Musinsa. To commemorate the launch of the new Daks London Studio line, LF Mall offers a 10% discount plus an additional 5% discount on related product purchases until the 22nd, and a mini eco bag will be given as a gift.

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