SK Stoa Launches First Licensed Brand 'Jones New York' in Korea

SK Stoa announced that it will launch the domestic first women's fashion brand, ‘Jones New York’.

Jones New York is the first licensed brand sold by SK Stoa in Korea. It aims to provide fashion for progressive modern women who want to maintain their own style comfortably in their busy daily lives and be able to wear both heels and sneakers. The brand features easy-to-manage, comfortable fabrics, highly refined designs that fit the body perfectly, and meticulous craftsmanship. Currently, it operates mainly in the United States and Canada, and until now, it was only accessible in Korea through overseas direct purchase.

SK Stoa plans to target the X-teen generation with Jones New York. The X-teen generation refers to the 40s and 50s age group who are sensitive to trends but pursue practical consumption. They seek comfortable and practical classic styles with good materials, fit, and distinctive points. SK Stoa believes that the sensibility of Jones New York fits well with the ‘Old Money Look’ trend and plans to offer customers optimized styling that captures the New York vibe as it is.

In the launch broadcast scheduled for the 27th, the 2023 F/W season ‘Signature Suit Setup’ and ‘Tailored Print Dress’ from ‘Jones New York’ will be showcased. To commemorate the brand launch, a special 2-hour broadcast will be held. Thirteen items will be introduced sequentially until November. Unlike general licensed brands, these products were selected in cooperation with Authentic Brand Group, which holds the brand rights for ‘Jones New York’.

Kim Hyung-jun, Head of Commerce Business Group 2 at SK Stoa, stated, “Starting with ‘Jones New York,’ SK Stoa plans to put more effort into discovering and nurturing differentiated brands.” He added, “Even if we introduce just one product, we will secure competitiveness with uniquely high-quality products and build an optimized fashion portfolio that can approach a diverse customer base.”

Meanwhile, to celebrate the launch of its first licensed brand (LB) ‘Jones New York,’ SK Stoa also plans to communicate with customers through mobile live broadcasts.

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