MZ Generation Changes Construction Sites... Wearing Trendy 'Hangong Jumper' as Workwear

Collaboration with Boldist
Respecting Individuality with Detachable Items

Hyundai Engineering & Construction sought to change communication with MZ generation (Millennials + Generation Z) employees. Recently, they collaborated with Kolon Industries FnC division's workwear brand ‘BOLDEST’ to release the ‘MA-1 Padding Jumper’ as an exclusive jumper for Hyundai E&C employees.

MZ generation representative celebrities wearing popular flight jackets among the MZ generation: Jennie of the group BLACKPINK (left) and Cha Eun-woo of ASTRO
[Image source=Jennie and Cha Eun-woo SNS respectively]

This collaboration was inspired by field workers who often engage in outdoor activities and wear additional jumpers during winter work. Instead of the traditionally uniform and plain designs, the jumper is based on the US Air Force pilot ‘MA-1 jumper’, featuring a trendy and stylish look. Additionally, it uses high-performance padding material from the German company Freudenberg Bairinsa to enhance warmth, and functionality is greatly improved with 10 pockets designed to store necessary tools.

Another noticeable difference from previous company uniforms, which prominently displayed the company CI, is the design approach. Targeting the younger generation who value individuality, Velcro patches allow for attaching and detaching various items such as CI, team logos, and personal decorations. Hyundai E&C’s CI is also incorporated into detailed elements like the collar and zipper design.

MA-1 padded jumper goods made by Hyundai Engineering & Construction for its employees.
[Photo by Hyundai Engineering & Construction]

Thanks to the differentiated functionality and thoughtful ideas respecting the MZ generation’s preference for ‘fun’ and ‘style’, the ‘MA-1 Padding Jumper’ sold nearly 6,000 units in 10 days. There were many group orders from domestic and overseas sites. In addition to 1,200 individual purchases, there were numerous group orders from 148 domestic and international sites.

A company official said, “Adopting the popular aviation jumper design among young people into the monotonous workwear with the concept of ‘working hiply’ seems to have drawn a positive response from employees. Not only the MZ generation but also older generations have welcomed this new attempt fresh, fostering a sense of belonging and empathy that transcends generations and ranks, bringing positive effects.”

Hyundai E&C is expanding the production of employee goods in collaboration with various brands, such as producing hooded zip-ups with the street casual brand ‘COVERNAT’ and releasing limited edition block sets of Hyundai E&C’s representative projects with Oxford, a block toy specialist company. Recently, to mark the vacation season, they developed camping gear featuring Hillstate patterns in collaboration with global outdoor brands ‘Helinox’ and ‘Nalgene’, and conducted limited sales exclusively for employees.