Reinterpreting Bike Culture into a Fashion Brand
Launching Over 60 Products Including Coreline and Newline
Available at SIVillage and Musinsa
Popup Store in Seongsu-dong Next Month
Shinsegae International is launching the Harley-Davidson collection, a luxury motorcycle manufacturer from the United States, and entering the licensing business.
According to the distribution industry on the 27th, Shinsegae International plans to reinterpret the 120-year-old bike culture of Harley-Davidson into a contemporary brand that combines fashion, targeting the main demographic of people in their 20s and 30s to establish a foothold in the market. To this end, they plan to operate pop-up stores on online platforms popular among young people and in key areas with a high flow of young population.
First, Shinsegae International will open official brand stores for the Harley-Davidson Collections on its own digital platform S.I.VILLAGE and the online fashion platform Musinsa and start sales. They will sell a total of about 60 products, including the 'Core Line,' which is the foundation of the brand, and the stylish 'New Line.'
The Core Line is a line that inherits the heritage of Harley-Davidson, which has led bike culture, focusing on outerwear such as classic leather biker jackets and military bomber jackets. Among them, the MA-1 vintage jacket is the key product of this season, a modern reinterpretation of the military-style flight jacket. It features a generous silhouette that suits various body types and a luxurious yet vintage color achieved through a unique dyeing technique.
The New Line is the contemporary line of Harley-Davidson Collections, characterized by simple yet sophisticated designs using graphics such as logos, symbols, and lettering. Representative items include logo long-sleeve T-shirts with the logo placed on the front and pigment-dyed skull sweatshirts featuring skull marks and lettering.
In addition, fashion accessories such as HD down jackets, ball caps, chain card holders, and belt bags are also introduced.
Along with online sales, offline bases will also be expanded. Harley-Davidson Collections is preparing to open a pop-up store in Seongsu-dong next month and plans to sequentially open pop-up stores in large complex shopping malls and major department stores in the second half of the year. In particular, since the Harley-Davidson Collections license includes major Asian regions, they plan to expand their global business by considering entry into countries with high interest in fashion within the year.
A Shinsegae International official said, "Harley-Davidson Collections will be an important turning point to strengthen the competitiveness of the licensing business," adding, "We will achieve high growth by expanding the business targeting the 20s and 30s generation not only in Korea but also in the Asian region."
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