HAZZYS, a South Korean fashion company, is experiencing massive international growth by selling classic American preppy styles to global markets, highlighting how Korean brands are capitalizing on timeless U.S. fashion trends.
The LF-owned brand launched its 25FW iconic global campaign across China, Taiwan, Vietnam, and Russia on Monday. The 25-year-old brand specializes in preppy look fashion based on British lifestyle aesthetics, featuring classic American collegiate style items.
For its 25th anniversary year, HAZZYS expanded premium materials, added new colors, enhanced details, and developed new fits targeting customers in their 30s. The fall-winter collection emphasizes the brand’s signature blend of classic and modern elements.
This season’s iconic collection features trending fall colors including olive, vivid red, blue, purple, and wine, creating what the company calls a harmony of classic and modern heritage.
The brand added formal long-sleeve collar tees and lightweight baby alpaca blend materials, offering styles suitable for both casual and business wear.
The brand is expanding into pet and kids lines, positioning itself as a global family fashion brand while featuring diverse international models to reinforce its sophisticated classic image across cultures.
HAZZYS’ “Iconic Collection,” launched with online and offline campaigns in 2022, has recorded significant growth annually, aligning with the global “timeless classic” fashion trend. International sales jumped 478% from 2022 to 2023, followed by another 106% increase from 2023 to 2024.
The growth momentum continued into 2025, with men’s lines up 220% and women’s lines up 60% in the first half, demonstrating strong international market reception.
“The 25FW global campaign emphasizes classic styles that resonate worldwide by featuring models from diverse backgrounds,” said a HAZZYS representative. “Through premium materials, new colors, and continuous research and development,
we maintain brand identity while offering trend-reflecting items to accelerate expansion into new global markets.“
Launched in 2000, HAZZYS represents preppy look fashion and has built a solid fanbase centered on classic items including collar t-shirts, shirts, cable knits, and casual pants. The “Iconic” line has established itself as a leading classic casual collection, showing consistent growth both domestically and internationally.
The brand’s success reflects growing international demand for American preppy style, with a Korean company successfully packaging and distributing these classic looks to Asian and European markets.
