Vivian Launches New Brand "SANDIES" to Target Emerging Daily Wear Market

Vivian, a company specializing in women's fashion, is launching a fusing techwear brand tailored to evolving lifestyles.

On October 30, Vivian announced that it will officially launch its new brand, "SANDIES," on October 31. With this launch, the company aims to capture the daily wear market among Millennials & Gen Z consumers and inject new vitality into the brand.

"SANDIES" is a brand that focuses on the essence and fundamentals of humanity rather than correcting different body types. It was inspired by the characteristics of sand, which accumulates and compacts to form a solid foundation. The brand’s fusing seamless underwear will be available for purchase through the company’s online store.

Under the slogan "Where flow becomes form-unseen yet sturdy, light yet unbreakable," SANDIES presents a basewear collection centered on the keyword "comfort from where it is least visible."

The first SANDIES collection consists of six products: Core Wave Set, Layer Sleeveless, Melange Cotton Set, Sand Daily Set, Slick Core Set, and Net Muse Set. The collection features elegant curved patterns inspired by the waves of sand, wire-free stable support, and a clean yet sophisticated mood with natural colors such as skin, white, brown, and pink.

By applying fusing technology to Vivian's 60 years of expertise, the collection achieves a seamless structure with no visible stitching, resulting in a clean and natural silhouette that does not show through outerwear.

Additionally, the products use hypoallergenic moisturizing fibers treated with plant-based protein extracts and double-layered stretch fabric to minimize skin irritation and maintain comfort even with prolonged wear. Notably, SANDIES’ proprietary curved patterns flexibly respond to movement, providing a stable fit.

A Vivian representative stated, "SANDIES is not just underwear, but basewear that focuses on the comfort and naturalness intrinsic to humanity," adding, "We plan to expand the category with a diverse lineup in the future."

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