Hazzys is LF's own traditional casual brand celebrating its 23rd anniversary. It proposes a lifestyle targeting consumers in their 20s and 30s who appreciate British sensibility and enjoy leisure, culture, and recreation.
Since its launch in 2000, Hazzys has established itself as a native casual brand, competing and growing alongside prominent international brands such as Polo Ralph Lauren and Tommy Hilfiger. From its sixth year in 2005, it began to settle as one of the big three traditional casual brands along with Beanpole and Polo. Along with Hazzys Ladies, it has successively launched accessory lines, golf lines, children's lines, and men's cosmetics lines, transforming into a total family brand.
LF has continued various collaborations every year based on British sensibility, including with world-renowned designer Peter Jensen, who is active mainly in London, the Wimbledon Championship in the UK, the prestigious University of Cambridge, and the British representative character Paddington Bear. In April last year, as 'Y2K fashion' surged in the fashion industry, it became the first fashion brand to collaborate with the native doll brand Mimi for a capsule collection. In October, a capsule collection themed on the national treasure cultural asset, the Ban-gasa-yu statue, was a hot topic through collaboration with the National Museum Cultural Foundation's product brand 'Muiz'.
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