Shinsegae Duty Free Opens New K-Brand Store... "Continuing the K-Fashion Wave"

Representative image of Lifework.

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Duty Free is once again showcasing the potential of K-fashion to the world.

According to industry sources on the 16th, Shinsegae Duty Free is strengthening its K-fashion lineup by introducing popular domestic fashion brands such as ‘Lifework’, ‘Big Wave Collective’, and ‘All That Cake’ at its main store.

Last year, Shinsegae Duty Free also introduced numerous K-street fashion brands targeting the global MZ generation (Millennials + Gen Z), including ‘5252 by O!Oi’ and ‘A Piece of Cake’. In addition, it operates stores for brands loved not only domestically but also overseas, such as NERDY, Acm? de la vie, MLB, Discovery, FILA, Evisu, and Yuk Sim Won.

As the status of K-fashion continues to rise, Shinsegae Duty Free aims to secure new domestic and international customers this year by introducing many promising domestic fashion brands.

The newly introduced ‘Lifework’ by Hideaway is a casual brand with a designer sensibility, featuring the character ‘Radok’, inspired by the French Bulldog, and bold colors.

This brand accurately understands the needs of the trend-sensitive 10s and 20s age group and has secured a diverse customer base including the 30s and 40s generations through excellent products and branding. It has also made its presence felt in the domestic fashion market by signing the winning team ‘Turns’ from the recently popular show ‘Street Dance Girls Fighter’ as exclusive models.

‘Big Wave Collective’, exclusively available at duty-free, is themed around Hawaii, the sea, and summer. It offers a casual lineup that covers daily wear and outdoor styles, featuring graphics that give a fun and refreshing feel, which is highly popular among young consumers.

Additionally, the street casual brand ‘All That Cake’ is also introduced. All That Cake is famous for its witty products inspired by ‘cake’, which is eaten to celebrate. Each season, it produces collections that tell the brand’s story, gaining attention with products that add unique designs to a street mood.

A Shinsegae Duty Free official stated, “Since duty-free shops are spaces where trend-sensitive domestic and international customers shop, we are focusing on discovering K-fashion brands with growth potential. We hope that the various K-fashion brands at Shinsegae Duty Free, including the newly joined brands, will gain momentum in domestic and overseas promotion and expansion through their presence at Shinsegae Duty Free, and be loved by more customers.”

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