LF Launches Second In-House Venture Project Brand 'Spade Club Seoul'

[Asia Economy Reporter Seungjin Lee] Lifestyle culture company LF announced on the 7th that it will launch a new brand, ‘Spade Club Seoul,’ proposing a ‘Greenery Culture’ as its second in-house venture project.

‘Spade Club Seoul’ is a fashion and lifestyle brand based on the ‘greenery’ culture of leisurely cultivating nature and enjoying relaxation. It targets primarily the 2030 generation, who pursue environmentally conscious consumption and boldly express their own tastes. This reflects the recent trend where gardening has become a common hobby in the daily lives of the MZ generation (Millennials + Generation Z), often called the ‘plant companion generation.’

The BI of Spade Club Seoul visualizes the spade symbol, which implies the meaning of a ‘trowel,’ combined in a left-right decalcomania style, embodying the brand’s determination to lead the greenery culture through the most fundamental symbol of gardening. Furthermore, the brand name adds the meaning of sharing common values and continuously communicating with various communities.

Regarding the materials for the clothing line, more than 70% of organic cotton processed through eco-friendly methods is used, and the packaging applies eco-friendly boxes without adhesive tape, water-soluble tags made from hanji (traditional Korean paper), and recycled plastic bags, thereby encapsulating sustainable values not only in the products but throughout the entire production process.

Under the brand identity of proposing greenery culture in everyday life, the product lineup is composed equally (50:50) of casual fashion items such as T-shirts, sweatshirts, overall pants, and hats that can be worn regardless of season, and lifestyle products including gardening and living supplies. In the future, the brand plans to collaborate with domestic and international brands and artists that align with its direction to carry out unique cooperative projects.

Spade Club Seoul will develop its distribution network centered on online shopping platforms optimized for the purchasing tendencies of the MZ generation, such as the brand’s official website launching at 4 p.m. today, LF Mall scheduled to open in mid-October, and the online select shop 29CM. Alongside this, it plans to actively utilize the ‘drop’ method of surprise releasing and selling attractive new products to arouse customer curiosity and increase interest.

Min Ji-young, team leader of LF Spade Club Seoul, said, “As interest and immersion in the environment accelerate, we launched a differentiated concept brand focusing on various greenery cultures that enjoy nature in their own way within the city.” She added, “We will not only offer a wide range of items that add fun and vitality to green life in daily fashion, kitchen, and living but also grow into a culture brand that leads the greenery trend and expands positive social influence.”

Meanwhile, Spade Club Seoul is the second brand born from an in-house venture project following Dunst, operated by young and unique employees who autonomously make decisions throughout planning, production, sales, and marketing. LF’s strategy is to respond swiftly and flexibly to the rapidly changing distribution environment and diversifying customer lifestyles by fostering creative brands within a fast and flexible organization inspired by venture spirit.

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