JAJU Launches Loungewear Brand "Patina by JAJU"

Composed of One-Mile Wear Items

Exclusive Pop-Up at Iguhome Seongsu

On April 17, Shinsegae Casa announced that JAJU has launched a new loungewear brand, "Patina by JAJU," targeting customers in their 20s and 30s.

The loungewear brand "Patina by JAJU" from JAJU. Shinsegae Casa

This is JAJU's young loungewear brand that embodies the quality and level of completion of its bestselling sleepwear line. The brand aims to offer a new concept of loungewear that combines comfort with style.

From the choice of material to color and silhouette, every aspect has been meticulously designed to reflect the tastes and lifestyles of the younger generation, proposing styles that naturally fit into various moments of daily life.

In particular, JAJU has consistently received positive feedback from consumers based on its high level of craftsmanship and competitive materials in the sleepwear category, such as pajamas. Building on this brand trust, the company aims to solidify its presence as a trendsetter in the loungewear sector as well.

Patina is primarily operated through online channels to align with the lifestyle of Millennials & Gen Z, who handle everything from shopping to content consumption via mobile. JAJU’s online mall serves as the main channel, and the brand will also be available at discerning online select shops such as 29CM to broaden its reach.

Additionally, Patina has incorporated visually appealing, SNS-friendly designs and stylings throughout the brand, catering to a generation that enjoys trends and culture through image and video content. The brand offers a range of one-mile wear items, suitable for everything from relaxing at home to casual outings.

The first collection is themed around "summer activities" for the upcoming summer season, with keywords such as sailing, diving, and surfing—activities enjoyed at vacation destinations.

The signature "Sailing Cotton Pajama Series" uses 100% high-density, 60-count cotton for excellent durability and breathability, providing a light and soft touch for comfort. The items feature lively colors such as blue, light purple, and green. The lineup includes 5-part and 10-part top-and-bottom sets, as well as mix-and-match items like bustiers, crop tops, hair scrunchies, hairbands, and slippers.

In addition, the brand is introducing items made from materials suited for a cool summer feel, such as the "Dive Lyocell 5-Part Pajama Set" and the "Surf Seersucker 4-Part Pajama Set." These lines offer a lightweight and dry texture, accented with playful patterns and colors.

Patina will also hold an exclusive pop-up exhibition and sale at the second location of "29CM's lifestyle select shop Iguhome Seongsu," providing customers with a chance to experience the brand firsthand and quickly boost brand awareness.

A representative from JAJU stated, "Based on the experience and know-how JAJU has accumulated, we are introducing a stylish loungewear brand that delivers both quality and design. Through Patina by JAJU, we plan to further solidify our position in the growing lifestyle market, especially in the sleepwear and loungewear categories, while also expecting synergy with specialized sleep brands like Materasso."

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