Workwear or Workout? New Brand JAAH Wins Over 20s–30s Women
Creatrip Team
3 months ago
Shinsegae International’s new womenswear label JAAH has exceeded sales targets by 230% in its first three months by targeting active women in their 20s–30s with versatile “mix-and-match” looks that blur sportswear and everyday dressing. The brand opened a 44㎡ popup at House of Shinsegae in Cheongdam (a luxury lifestyle space) to give customers an in-person experience while continuing strong online distribution on platforms like W Concept and Musinsa. Bestsellers include crepe bootcut pants that work for commuting and exercise, a light hooded padded vest for layering, and a belted full skirt that feminizes the gorp-core trend. The popup showcases winter pieces like a high-neck puffer and padding-inspired sculptural displays. JAAH’s slogan “Mixfit, Am to Pm” emphasizes seamless daily dressing from morning to night without separating work and leisure.
