LF

`JILLSTUART SPORT`, the new contemporary sportswear line of JILLSTUART, the New York sensibility-inspired designer brand of LF (Representative : Kyu Sik Oh), will officially launch its first offline store in the AK Department Store in Suwon, followed by its online launch in the LF Mall. 

`JILLSTUART SPORT` is a brand launched strategically by LF this spring to target the domestic sportswear market, which is expected to grow around 20% each year due to improved standards of living among domestic consumers and increased interest in healthy living. The brand is based on the sensible sportism of New Yorkers, who are committed to their own individual styles amid the hectic pace of life in the city center. They are among those who exercise and work out at their own pace without being worried what others think. 

`JILLSTUART SPORT` targets male and female consumers between 25 and 35 years of age who attach much importance to a work-life balance and active leisure such as travel and exercise. The brand will apply unconventional materials such as mesh or knitwear to the simple and refined styles embodied by the casual lines of global sportswear brands such as Nike NSW and Adidas Original, in practical products that reflect the latest in fashion trends. 

The `JILLSTUART SPORT` product lineup will consist of a casual line (line name : technical casual) of sweatshirts, knit cardigans, windbreaker jumpers, and chino pants, etc. designed for comfortable everyday wearing, and a sports line (line name : technical sports) comprising gym clothes for yoga/pilates, light running apparel, and rash guards, etc. designed for a sporting environment. The two lines will be operated at a ratio of 55 to 45, both using functional materials and designed with convenient everyday functionality in mind. 

`JILLSTUART SPORT`, under a brand concept of `SLOW SPORTS`, which encourages wearers to enjoy sports at their own pace without being necessarily competitive, has focused on developing unique functions and products that consumers really need. All product tags will include a casually-written letter-style product guide from the merchandiser responsible, providing a detailed explanation of the product along with styling tips. Through such close-knit communications with customers, the brand intends to continue to discover customer needs, and develop products to meet the same. 

In accordance with these goals, `JILLSTUART SPORT`, together with materials vendors, has developed a sweatshirt with a special rubber emblem that changes color when outdoor ultraviolet light levels exceed a certain level, serving as an alarm warning wearers to avoid outdoor activity. Along with this sportswear industry-first, the brand will be launching products with unique everyday convenience features, including a round-neck t-shirt with a double-sewn neck area to prevent stretching and compression pants with 3D patterning around key male areas for a perfect and cozy fit. 

`JILLSTUART SPORT` will be launching at more reasonable prices than conventional global sportswear brands, with t-shirts priced between 40 and 90,000 Won, jumpers between 90 and 190,000 Won, pants from 80 to 150,000 Won, shoes from 90 to 130,000 Won, and leggings from 60 to 90,000 Won, with a 55:45 ratio between male and female wear. 

`JILLSTUART SPORT` will launch online in LF Mall on the 20th, followed by its first offline store in AK Department Store Suwon, set to open on the 23rd. 25 stores within the season and more than 50 stores will be opened by the end of the year in key department stores around the country, including Shinsegae Department Store Incheon, Lotte Department Store Jamsil, Hyundai Department Store Jungdong, and the Gwangyang LF Square. By 2020, some 150 stores will achieve gross sales of 100 billion Won per year.