LF Daks Launches Brand's First 'Loungewear' Collection

[Asia Economy Reporter Yujin Cho] LF (CEO Oh Gyusik), a lifestyle culture company operating in Korea, announced on the 20th that the British classic brand Daks, which it manages domestically, will launch its first loungewear collection within the brand for the Fall/Winter 2020 season.

Daks is introducing comfortable yet luxurious loungewear targeting homebodies who enjoy leisure time at home. This reflects the trend of the new normal era, where more time is spent at home or nearby, and with the launch of this loungewear collection, Daks plans to release a wider variety of apparel to meet customer demands.

Daks' new loungewear collection features both functionality and style, making it suitable not only as indoor homewear but also as casual outerwear and light sportswear.

Designed to meet the needs of target customers who prefer simple elegance, the collection applies clean and minimal designs without unnecessary details. It incorporates Daks' heritage house check patterns and classic shield emblem embroidery as accents throughout the products, adding a touch of sophistication. Made from a cotton and polyester blended double-knit jersey fabric, the collection is lightweight and highly elastic, providing comfortable wear for various daily movements.

The loungewear collection features refined navy and gray colors that anyone can easily wear, and consists of a total of eight men's apparel items including relaxed-fit hooded jumpers, zip-up jumpers, sweatshirts, and jersey banding pants. Prices are set at around 150,000 KRW for jumpers and around 120,000 KRW for sweatshirts and pants, and the collection is available through LF's official online shopping mall, LF Mall.

Kwok Junho, team leader of LF Daks Men's, said, "Reflecting the lifestyle changes where time spent at home is increasing and becoming more important, we are launching the brand's first loungewear collection. We hope customers enjoy stylish looks even during their rest time through Daks' differentiated loungewear that offers comfortable wear, solid durability, and luxurious design."