LF Hazzys opens first 'WeaWors' store at Hyundai Department Store Trade Center branch

LF, 'We Are Us' Hyundai Department Store Trade Center Branch Store View./Photo by LF Provided

[Asia Economy Reporter Song Seung-yoon] LF's British-inspired casual brand Hazzys announced on the 5th that it has opened the first store of its women's street classic line 'WEHOURS' at Hyundai Department Store Trade Center Branch.

Launched last year by Hazzys, WEHOURS is a street classic line targeting female consumers in their 20s and 30s. The brand concept is 'EVERY MOMENT.' It proposes daily looks that accompany every moment of the MZ generation (Millennials + Generation Z) living in the new normal era. The line mainly features street classic items that reinterpret the parent brand's theme of 'nostalgic classic' to suit the sensibilities of the MZ generation, characterized by vibrant colors, trendy silhouettes, and distinctive graphics as design elements.

So far, WEHOURS has been distributed mainly through online channels favored by the MZ generation, including Hazzys' official online mall Hazzys.com, LF Mall, W Concept, and 29CM. This year, based on a solid consumer base, the brand is entering offline to enhance customer experience and increase the line's volume. In the future, it plans to expand standalone stores in key commercial areas where trends change rapidly and young customers actively visit, strengthening its unique identity alongside online channels.

The WEHOURS store features artistic sculptures inspired by 'PLAYGROUND,' a work by the genius sculptor and interior designer Isamu Noguchi, who was active in the United States. It is designed as a place to enjoy beyond a simple shopping space. The store's tone uses salmon pink as the base color, with yellow and khaki as accent colors to create a pop art feel.

At the newly opened store, customers can find various new products such as brightly colored knits and cardigans, T-shirts featuring witty lettering graphics, cropped tweed jackets and skirts reflecting this fall season's trends, and relaxed silhouette jeans.

To celebrate the opening of the first offline store, a customer appreciation event has been prepared. All customers visiting the store will receive a special 10% discount coupon. Welcome drinks and flowers will also be provided while supplies last. During the first two weeks of opening, generous gifts such as WEHOURS sock sets, hats, and pearl necklaces will be given according to purchase amounts. Additionally, until the 11th, various events are prepared, including a photomatic photo shoot benefit for participating in missions via QR code on-site.

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