The Elegant Transformation of 'Galaxy' After 40 Years

'Tailored Elegance' Model Josh Hartnett Selected
From Formal to Casual, Complete Elegant Menswear
Expanded Experience at Hannam-dong 'Atelier D Galaxy'

GALAXY, the fashion division of Samsung C&T, is a national brand that has led the men's wear market. Last year, marking the 40th anniversary of the brand's launch, it is striving to transform into a premium brand that can showcase 'the elegance of men.'

The newly established brand identity (BI) of GALAXY is 'Tailored Elegance.' Tailored Elegance refers to modern men's wear completed with elegant tailoring, ranging from formal to casual wear, combined with the heritage of Korean tailoring.

The campaign model was also selected as Josh Hartnett. Josh Hartnett strengthened the premium brand image through dignity and an elegant lifestyle that comes from comfort, ease, and a delicate yet confident attitude.

The product lines have also been differentiated. Considering the diverse needs of customers, the brand is segmented into the 'Lansmere' line, consisting of bespoke and in-house products as the highest-end product group; the 'Prestige' line, applying in-house developed materials such as Shulein; and the 'GALAXY' line, which offers reasonable price points.

For Lansmere, GALAXY's top-tier line, a flagship store called 'Atelier de GALAXY' is located in Hannam-dong, expanding open experiential opportunities. GALAXY plans to expand the Atelier de GALAXY stores to provide a rich premium customer experience unique to GALAXY.

Additionally, the brand will introduce men's wear that combines originality and creativity with the global brand 'Kanghyuk.' The plan is to break the mold of men's wear by emphasizing genderless silhouettes and casualizing.

Lee Moosung, head of the Men's & Contemporary Business Division, said, "As Korea's representative men's wear brand, we will take responsibility and propose the future of men's wear, continuously transforming into a brand that is always new and desirable to own."

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