Gwangju Shinsegae Launches New Eco-Friendly Brand "Tap and Shift"

Vegan Shoe Brand "VEJA" Sneakers Now Available

Gwangju Shinsegae Co., Ltd. is taking the lead in ESG management by discovering and introducing eco-friendly brands in response to the growing trend of value-driven consumption.

Gwangju Shinsegae announced on September 23 that it has recently opened a new eco-friendly brand, "Tap and Shift," on the 5th floor of its main building.

Tap and Shift is a compound word combining the computer keyboard keys "tab" and "shift," symbolizing the pursuit of sustainable change in the busy routines of modern society.

Overview of the Tap and Shift store on the 5th floor of the main building at Gwangju Shinsegae. Provided by Gwangju Shinsegae

Tap and Shift is a brand inspired by Manhattan life in New York, gaining attention for its sustainable products by using Tyvek, an eco-friendly material, as the main fabric for all its items.

The history of Tap and Shift dates back 10 years. In 2015, the founder, while in New York, discovered an eco-friendly material by chance and created an eco-bag for personal use, which gradually led to the expansion of the brand.

After officially launching in Korea in 2019, the brand opened a showroom in Wirye New Town and gained popularity in Seoul's Myeong-dong and Hongdae districts. Participation in the Seoul Design Festival has also attracted attention from younger generations who prioritize value-driven consumption.

The brand's signature character, the "Ugly Duckling Club," reflects the brand story of transforming a previously overlooked eco-friendly material into a unique, new product with its own identity.

Tap and Shift reinterprets Tyvek, an eco-friendly material mainly used for industrial and medical purposes, with proprietary technology to enhance its original functions and durability, offering innovative colors and unique designs.

Tyvek is a fiber developed by DuPont, a functional material produced without chemical additives, using only heat and pressure. It is lightweight, sturdy, and highly breathable, while also being water-resistant and exceptionally durable.

Tap and Shift processes DuPont's ultra-lightweight, high-density, eco-friendly material to develop its own robust and durable fabric, producing sustainable products that combine style and practicality with minimalist monotone designs.

The main products include the "Chelsea Tote Bag" (168,000 won), a minimal shoulder bag with urban street style; the "Ollie Messenger Bag" (159,000 won), ideal for a sporty look; the "Brooklyn Travel Hobo Bag" (249,000 won); and the "Bella Mini Tote Bag" (168,000 won).

As part of the opening promotion, customers who purchase over 200,000 won will receive a versatile eco-friendly pouch, while those who spend over 300,000 won will receive an urban card wallet. An additional 3,000 won discount is offered for adding the brand as a KakaoTalk friend.

In 2022, Gwangju Shinsegae also introduced the vegan shoe brand VEJA at its Place Spot (formerly the new building). VEJA, which began in Paris, France in 2004, is an eco-friendly shoe brand that produces its products using 100% organic cotton grown without chemical fertilizers or pesticides, Amazonian natural rubber harvested with environmentally friendly methods, and mesh made from recycled plastic bottles.

Kim Yooncheol, head of the fashion team at Gwangju Shinsegae, said, "We are committed to discovering and introducing eco-friendly brands to meet customers' demand for value-driven consumption. We will continue to strive to introduce brands at Gwangju Shinsegae that help protect the environment."

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