The product portfolio expanded to accessories and pet products to reflect lifestyle trends

The campaign emphasizes that animals are 'friends who live with us,' not the objects of observation

Launching an animal character collection in collaboration with renowned artist Chris Haughton

LITTLE CLOSET, a contemporary kids fashion brand of the KOLON Industries FnC Organization (KOLON FnC), is launching a new campaign with animal motifs with the brand renewal for the F/W season.

Based on the concept of a “little closet seen from a child's perspective," LITTLE CLOSET started with the imagination that another world would unfold when a child opens a little closet under the stairs.

For the F/W season, LITTLE CLOSET has undergone a major renewal to reflect trends, such as changing the brand identity (BI), concept, and packaging. In F/W, the brand expanded its product category, which was previously focused on apparel, to lifestyle items including accessories and products for companion animals.

The main theme of LITTLE CLOSET's F/W 2021 campaign is "Home Coming Animals." It delivers a message to children that animals are friends who live with us, not objects to observe and raise. For the campaign, LITTLE CLOSET signed a license agreement with Chris Haughton to offer a collection featuring cute and familiar animal characters.

Chris Haughton is an Irish illustrator and writer who was listed in US Time Magazine's DESIGN 100 in 2007. He currently lives in the UK and works as an illustrator for The Guardian and The Times. He has published a number of picture books for children, and won the Ezra Jack Keats Award and the AOI award for children's books.

As the main F/W item, LITTLE CLOSET is releasing the "Hug" setup set featuring Chris Haughton’s animal characters. The Hug setup set, consisting of a sweatshirt and jogger pants, is a unisex product with a natural and loose fit. The sweatshirt is designed with a triangular ribbing on the bottom of the sleeves to keep them in place. In addition, the ribbed neckline that extends from the neck to the shoulder line has excellent elasticity and resilience, allowing children to put on and take off by themselves. Jogger pants have an elastic band on the waist and hem so that fast growing children can wear them comfortably. The Hug setup set is available in three colors that go well with autumn: navy, orange, and melange.

LITTLE CLOSET's principle of making clothes from a child's perspective was also reflected in the products of this season. LITTLE CLOSET has invested time and effort in developing an extremely soft jersey material that does not irritate children's skin and applied this material to F/W products. The premium quality fabric was created by improving the coarse back loop texture of the existing jersey fabrics and minimizing deformation and shrinkage through tentering and tumble washing. The products of LITTLE CLOSET passed the safety test of the Korea Apparel Testing and Research Institute (KATRI), South Korea's accredited textile safety certification body. They also received KC certification, which is given to safe children's textile products free of harmful substances, such as nonylphenol, arylamine, formaldehyde, and lead.

As part of the F/W campaign, LITTLE CLOSET is launching the HUG Project to improve the animal environment. The HUG Project is a campaign to donate feed to animals in need. For every purchase of LITTLE CLOSET's HUG series product, 1 kg of feed will be donated through the Korea Animal Welfare Association.

LITTLE CLOSET will also provide a 10% discount on all purchases, and an additional 10% off the HUG setup set until August 29. All purchased customers will receive free LITTLE CLOSET stickers, and socks worth KRW 6,000 will be given to purchases of KRW 70,000 or more. To learn more, visit the official online store KOLON MALL (www.kolonmall.com).