LF, the official importer of the British lifestyle brand Traditional Weatherwear, is launching its first popup store in South Korea. Following its official launch through LF Mall last month, the brand is now establishing its first offline presence and plans to expand popup stores into major commercial areas next year.
LF announced on the 12th that the Traditional Weatherwear popup store will operate at the Shinsegae Department Store in Gangnam until the 21st.
Traditional Weatherwear is a British weatherwear brand with over 50 years of history. This popup serves as the brand's first offline space to showcase its history and products to South Korean consumers, occupying approximately 28 pyeong (93.3 square meters) on the seventh floor of the Shinsegae Department Store.
The popup will feature signature items such as quilted jackets and lightweight padding, along with accessories and footwear including bamboo umbrellas, cashmere tartan check scarves, rubber rain boots, and loafers.
The brand's mascot, the 'Highland Cow,' designed specifically for the South Korean market, will also be unveiled for the first time. Inspired by the Highland Cow native to the Scottish Highlands, the mascot was developed by LF and proposed to the global headquarters. A recent customer vote on the brand's official Instagram confirmed the name 'Traddy.'
A 160 cm tall Traddy sculpture, dressed in a black quilted vest and tartan check scarf, will be installed as a photo zone at the popup. The event will also celebrate the brand's launch year, 1974.
Following this popup, Traditional Weatherwear plans to sequentially operate popup stores in major commercial areas starting next year. The current product lineup, which focuses on outerwear, will also expand to include knits, shirts, and pants.
A representative from LF Traditional Weatherwear stated, "The first popup in South Korea is a space for consumers to directly experience the history and lifestyle of the British weatherwear brand that has lasted over 50 years. We will utilize content such as the Highland Cow, which was planned in Korea, to broaden our engagement with domestic customers."
Meanwhile, Traditional Weatherwear is also expanding its customer base in Japan through major boutiques such as Beams, United Arrows, Journal Standard, and Fricks Store.
* This article has been translated by AI.
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