[Asia Economy Reporter Yujin Cho] Lifestyle culture company LF (CEO Oh Gyusik) announced on the 4th that its leading menswear brand Maestro will significantly expand the launch of ‘washable’ items that can be washed with water.
Maestro will expand the range of washable items by about 30% compared to the previous year, reflecting consumer trends that prioritize practicality and convenience.
In addition to previously introduced T-shirts and pants, the washable series will be expanded to various items including knits, jackets, and suits, broadening consumer choices while aiming to overcome the stereotype that high-end menswear is vulnerable to water washing.
Regarding materials, functional cotton, polyester, and wool blends that absorb sweat and dry quickly were mainly used. Linen blends, which are highly breathable and favored as summer materials but difficult to manage, were treated with a stabilization processing method that enhances shape recovery, making water washing possible.
The representative item of the washable series is the Coolnis knit made of cotton blend material treated with bio washing. Bio washing is a post-processing method that adds enzymes to decompose impurities in the fabric after boiling and drying at high temperatures, providing a soft texture and preventing shrinkage that may occur during water washing.
Unlike typical knits, it feels cool to the touch, making it wearable through summer, and it does not cling excessively, which helps to complement body shape. Depending on the collar design, it is released in two types: polo shirt style and buttonless buttonless style.
In addition, the washable series includes practical and sophisticated items such as setup jackets and pants with excellent elasticity and lightness, slacks and stretch functional chino pants with hidden bands applied to the waistband for superior comfort, suits made with imported fabrics that highlight a luxurious look, and seersucker material jackets that maximize coolness by reducing the area in contact with the skin.
Yoon Seonghyuk, team leader of LF Maestro, said, “As troublesome laundry has emerged as the biggest concern in hot weather with heavy sweating, we decided to launch a large number of washable products that can be easily home-cared for.” He added, “The washable series will provide customers with a refreshing summer as a useful item that reduces the time and cost of clothing care in busy daily life.”
Meanwhile, LF’s official online shopping mall LF Mall offers a 10% discount coupon applicable to purchases of Maestro’s washable series products until the end of June to commemorate the launch.
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