LF's casual brand Hazzys is expanding the distribution and marketing of its lightweight outerwear line, Nova. The company plans to develop the line into a flagship outerwear collection by broadening its product range to include items for children, in addition to men and women.
On October 8, LF announced that it will enhance the distribution and marketing of the Nova lightweight outerwear line introduced for the fall and winter (FW) season. Unlike traditional lightweight padding, the new line features a variety of materials, colors, and silhouettes suitable for everyday wear.
The women's Nova line incorporates a non-quilting method that minimizes the outer surface's quilted seams and features hidden closures. It offers silhouettes such as A-line and cocoon fits, using bright and neutral colors like oatmeal, brown, and fog gray.
Depending on the product, materials include imported yarn from Japan and proprietary fabrics. The men's Nova line utilizes ultra-lightweight low-denier materials, reducing the weight of key products to around 340 grams.
The women's Nova line uses 20-denier fabric, with product weights ranging from 200 to 300 grams. A representative half outerwear piece has been reduced from 530 grams to 363 grams, a decrease of about 31%. The short outerwear, including a dedicated portable bag, weighs 377 grams, while the vest weighs 273 grams, enhancing practicality for easy transport.
A 'modular insulation system' will also be introduced, allowing for flexible layering based on temperature. The Nova vest and Nova fleece shacket can be worn separately or layered together for adaptable warmth.
Hazzys plans to expand the Nova product line to include children's items. The company aims to maintain consistency in materials and design while varying silhouettes and fits according to gender and age, creating an outerwear line suitable for the entire family.
An LF Hazzys representative stated, "Lightweight padding is evolving beyond just being functional, focusing on materials, colors, and silhouettes. We plan to expand the Nova product line for all ages to establish it as our flagship outerwear collection."
Meanwhile, Hazzys is expanding its global business by introducing products tailored to the lifestyles and cultures of different countries, while also leveraging new line expansions, character intellectual property (IP), and AI-based marketing strategies.
* This article has been translated by AI.
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