Shinsegae Myeon, MZ Generation Enthralled by Exclusive Entry of 'Urban Sophistication'

Operated at Myeongdong Store, Jungmun and English Online Malls
Street Mood and Stylish Designs Applied
Diverse Collections Including Phone Cases and Apparel

Shinsegae Duty Free announced on the 15th that it will introduce the global lifestyle brand 'Urban Sophistication' to domestic duty-free shops for the first time.

Urban Sophistication, which has entered Shinsegae Duty Free's Myeongdong store and the Jungmun and English online malls, is a New York-based contemporary brand. It has gained great popularity among the MZ generation (Millennials + Generation Z) with its uniquely designed phone cases and clothing featuring witty messages.

Urban Sophistication Phone Case. Provided by Shinsegae Duty Free Shop

In the Korean market, the brand established a Korean corporation in the second half of last year and expanded its duty-free distribution channels, entering Shinsegae Duty Free. The brand's representative products include 'The Puffer Case,' reminiscent of a padded jacket, 'The Skinny Case,' with a minimal slim design, and 'The Soap Case,' featuring a soft curved witty design.

In addition to phone cases, the clothing collection consisting of oversized hoodies and T-shirts is well known as the 'Fields' series. Collections in the Fields line such as 'Famous,' 'Comforting,' and 'Rich' have collaborated with domestic influencers through various content including airport fashion campaigns.

To commemorate the store opening, Shinsegae Duty Free and Urban Sophistication will hold various promotions. Until the 30th, all customers will receive a 10% discount, and those who purchase over $250 will receive an 'I love US keychain' on a first-come, first-served basis. Additionally, participatory prize events such as social media (SNS) certification events will also be operated.

A Shinsegae Duty Free official stated, "We hope to deliver new value to customers pursuing unique styles through the Urban Sophistication store," adding, "We plan to accelerate efforts to attract global brands that can continuously expand touchpoints with MZ generation customers."