Functional Sportswear Fabrics for Versatile Styling
Pop-Up Store in Seongsu-dong from August 21 to September 14
Shinsegae International announced on August 20 that it will launch its new womenswear brand 'JAAH' on August 21.
JAAH's brand philosophy is 'Mixfit,' a combination of 'Mix,' which refers to blending various lifestyles and preferences, and 'Fit,' meaning clothing tailored to one's day, body shape, and sense of style. The brand aims to blur the boundaries between sports and everyday life, making mix-and-match combinations possible with any outfit. It will offer a mix-and-match wardrobe with over 30 styles that can be worn seamlessly throughout all 24 hours of the day.
The brand’s slogan is 'Mixfit, Am to Pm,' reflecting its pursuit of styles that naturally complete the day from morning to evening, across city and nature, work and leisure, without distinction. The brand name embodies the idea of expressing confidence through stylish looks tailored to one’s daily life and personal taste from morning to night.
JAAH is committed to high-quality, trend-conscious design. Price ranges are set at 20,000 to 130,000 won for t-shirts and knitwear, 60,000 to 180,000 won for pants, and 150,000 to 290,000 won for outerwear.
In line with its concept of crossing the boundaries between casual and contemporary, sports and everyday wear, JAAH uses materials flexibly. The brand enhances mobility with water-repellent fabrics and 4-way stretch materials, and achieves a sophisticated look by combining functional sportswear fabrics with elegant silhouettes and restrained details.
Key products include mesh outerwear and skirts that are easy to layer, bolero-style jackets reminiscent of anoraks, and string shirts that evoke an outdoor mood with adjustable drawstrings.
The 'Wool Blended Layered Series' is made from lightweight, soft wool-blend fabrics and is available in refined gray, green, and black shades, making it easy to match with any outfit. Offered in sleeveless, long-sleeve t-shirt, and turtleneck sweater styles, these pieces are designed to be timeless and stylish whether worn alone or layered. The 'String Shirt' features a crisp, sturdy fabric with a drawstring at the hem, allowing for multiple silhouettes. Shirring details on the sleeves add a feminine touch to what could otherwise be a sporty look.
Additionally, JAAH will introduce a wide range of accessories, such as knee socks, bucket hats, and half-moon crossbody bags, as well as fall and winter items like padded pocket shawls, long padded coats, and detachable ponchos.
Targeting young and active women, the brand will be available on online platforms popular with younger consumers, such as 29CM, SSF, Musinsa, and SSG.com, and will operate pop-up stores in key areas with high foot traffic and a strong presence of trend-sensitive youth.
From August 21 to September 14, a dedicated pop-up store will be open for one month on Yeonmujang-gil in Seongsu-dong. Various customer events will be held, including a 15% discount on all products and a limited-edition bag gift for purchases over 300,000 won.
A JAAH representative from Shinsegae International stated, "We designed this collection so that women who worry about what to wear every day can easily create a variety of styles from morning to evening with just one outfit," adding, "We plan to showcase versatile daily looks and share practical styling tips through seasonal lookbooks and videos."
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