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LF drops Lafuma as outdoor brand demand declines

Oct 29,2019
Domestic fashion company LF on Monday said it will stop selling Lafuma products after 15 years carrying the French outdoor brand.

It said relevant items will be withdrawn from stores by next year. Lafuma has 81 stores nationwide.

Lafuma used to be a recognized brand in Korea and was promoted by popular celebrities like Shin Min-a, Go Joon-hee and Seol Hyun.

LF said the declining interest in outdoor apparel led to the withdrawal of Lafuma.

“Outdoor fashion has been gradually declining in popularity since 2014,” said a spokesperson for LF.

“Instead, youth fashion and street fashion have grown to become trendy these days. We have signed a contract to import U.S. streetwear brand Champion, which will go on sale starting next year,” the spokesperson added.

By Jin Min-ji