Jill Stuart Sports Launches 'Always Be Ready' Collection

[Asia Economy Reporter Yujin Cho] LF (CEO Oh Gyusik), a lifestyle culture company, announced on the 6th that its multi-purpose sportswear brand JILLSTUART SPORT will unveil a new logo ‘JISS’ in the second half of the year and launch the ‘Always Be Ready’ collection utilizing it.

Marking its 5th year since launch, JILLSTUART SPORT introduces the new ‘JISS’ logo, derived from the first letters of ‘Journey In Sport Spirit.’ The JISS logo, developed under the name ‘SPURT,’ features a design symbolizing a running person, reflecting the meaning of giving full effort as the finish line approaches.

Through this core logo that reveals the brand identity, JILLSTUART SPORT emphasizes its brand value of prioritizing challenge over failure and the process of growth over perfect results, planning to communicate this value with customers through various channels.

Starting with new products in the second half of the year, JILLSTUART SPORT will actively incorporate the SPURT logo, with the first outcome being the Always Be Ready collection. This collection, meaning ‘prepared in any environment,’ features lively colors and cut designs accented with the SPURT logo, highlighting a sporty charm.

The main products include a windbreaker jumper with detachable sleeves and pants that can be converted into shorts, offering detachable functionality that allows versatile use according to TPO (time, place, occasion) and adaptability to uncertain situations and unpredictable weather.

The Always Be Ready collection provides optimal comfort to allow users to enjoy sports freely. It enhances mobility by applying suitable materials in the right places, such as crinkle-textured fabric that does not cling to the body, dry cube fabric with excellent moisture absorption and quick-drying functionality, breathable mesh fabric, and stretch fabric that is comfortable yet supportive.

The collection consists of about 10 products including T-shirts, pants, jumpers, leggings, bra tops, utility vests, and sneakers boasting stable fit, and will be released through LF Mall and JILLSTUART SPORT stores nationwide.

Kim Hyuk, Executive Director of LF JILLSTUART SPORT division, said, “We plan to actively propose differentiated performance sportswear utilizing the JISS SPURT logo from the second half of the year, encapsulating the sports spirit that JILLSTUART SPORT pursues.”