Samsung C&T Launches Ambitious Men's Wear 'Shift G' After 30 Years

'Utility Workwear' Look Combining Young Sensibility with Casual Style
Curated and Operated Workwear Products by 'ShiftG' and Global Brands

[Asia Economy Reporter Eunmo Koo] Samsung C&T Fashion Division is launching a new menswear brand for the first time in over 30 years. Through this new contemporary brand, the company plans to satisfy the needs of the 30s and 40s generation pursuing a youthful sensibility.

On the 25th, Samsung C&T announced the launch of the menswear brand ‘Shift G’. The name Shift G combines ‘SHIFT,’ meaning change and leap, and ‘G,’ representing a new generation. The company explained that it aims to target customers in their 30s and 40s with self-directed consumption tendencies, offering modern workwear optimized for changed work environments and lifestyles.

The brand pursues ‘Utility Workwear’ that can be used as both office wear and casual daily wear, adding a casual sense to youthful sensibility. It delivers value through a sophisticated sense and comfort that meet various TPO (time, place, occasion) needs, combined with the best materials and design. In particular, Shift G operates both its own products with an active and dynamic utility workwear concept and curated global brand products with differentiated technology and sensibility.

Its own products are composed of work and lifestyle items inspired by modern professional groups such as photographers, architects, and IT developers. Based on reasonable prices, sophisticated design, and excellent quality, the products feature storage functions, generous silhouettes, and layering styles. For example, the product lines are differentiated into a functional group with excellent materials and practical details, a modular group that can be used for multi-layering or as a set-up, and a comfort group combining wearability and durability.

Representative items include outerwear such as work shirket, safari jacket, chore jacket, MA-1, shutter parka, modular padding, jersey trucker, and short puffer, as well as inners like sweatshirts, half-zip ups, hoodies, cardigans, and pants such as slacks and denim. Samsung C&T Fashion Division plans to operate Shift G by curating both its own workwear products and global brand items.

Shift G stores will open starting on the 26th at Hyundai Department Store Pangyo Branch, followed by The Hyundai Seoul, Lotte Department Store Jamsil Branch, and Shinsegae Department Store Daegu Branch in early next month. To expand communication with customers, the brand plans collaborations with influencers from various professional fields and will create spaces in major offline stores where customers can directly experience the brand.

Lee Mooyoung, head of Samsung C&T Menswear Business Division, said, “We have launched a new menswear brand for those in their 30s and 40s who value work-life balance, success and value, challenge and leisure, design and practicality,” adding, “As a leading new contemporary brand in Korea, Shift G will provide the best solution to customers pursuing a youthful sensibility and new utility workwear.”

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