As the world’s climate continues to change, weather patterns are becoming less and less predictable. While the industry is increasingly aiming to mitigate its environmental impact, one Seoul-based label is also hoping to provide consumers with versatile wardrobe options that stand up to both snow and sun.
Launched by Jean Sung, who serves as The North Face Korea’s executive director and chief marketing officer, Edit+ is a line of clothing that adapts to the elements, physically transforming with zips and snaps to offer greater protection and warmth in cool climates, and less coverage in the heat.
“Before Covid-19, I traveled a lot,” Sung told Sourcing Journal, adding that her enthusiasm for globetrotting was often tempered by the act of packing. “I realized that if I was having trouble equipping myself for different weather situations, then others were likely having the same issues in selecting what to wear.”
Sung, who has spent 14 years of her career at one of the most recognized technical apparel brands in the world, felt she was well equipped with industry knowledge to build her own line of adaptable garments. “I realized that we needed to come up with smarter, more versatile clothing,” she said.
While The North Face caters to outdoor enthusiasts, Sung said her lifestyle line is built for urban explorers. Straddling the line between function and fashion, the Edit+ outerwear collection—which includes jackets, coats and hoodies—is made for everyday wear. As its name suggests, the garments are designed to be edited by their wearers, with sleeves, length and linings made to be added or removed at will.
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Sung worked with a design consultant to bring her visions to life, launching the line in August with five fall silhouettes. Sustainability was a priority for the founder, who opted to source fabrics domestically from mills in Korea—including recycled and upcycled materials—to cut down on the carbon cost of transporting inputs from around the globe. The company also donates 10 percent of its proceeds to NGOs with a focus on social and environmental causes, she said.
What’s more, Edit+’s operations are nearly vertical, with design and production happening under the same roof, fulfilled by a tight-knit team of just nine employees. The supply-chain disruptions experienced by brands across the globe this year underscored Sung’s commitment to this structure. “I realized it was really important to have your own manufacturing, or your own supply chain, near your market,” she said.
When asked about the challenges of launching a line during a global pandemic, Sung said “anyone starting a business at this time has to learn to pivot every day.”
While she had been packing her suitcase with Edit+ staples to embark on a trade show tour and meet with retail buyers just months ago, the year’s many hurdles have forced the startup to embrace a direct-to-consumer model for now. Edit+ fulfills all of its orders, which come through its website, EditPlusMall.com, from its Seoul factory, though Sung is exploring wholesale opportunities with retailers in target markets in Asia and North America.
“It hasn’t been easy, but at the same time, you get to meet a different group of people when you decide to work a different way,” Sung said. The shutdown of physical retail, she added, has given her time to build up her knowledge—and her rolodex—when it comes to online commerce.
The relative pause in the launch of a new business has also given Sung a wide-open platform to showcase her the Edit+ story, which she believes resonates during a time when shoppers are taking stock of their wants and needs. A casual brand built on the concept of versatility and easy wearing is a natural fit for this moment, when most people’s idea of an action-packed day consists of a few small errands or a walk around the neighborhood.
Sung also sees Edit+’s unconventional origins as an experience that will strengthen the brand over the long term. In some ways it’s easier to build a business amid these unprecedented circumstances, she said. While established brands might find themselves stymied by fixed supply chains and immovable supplier relationships, Edit+ is still agile, unencumbered by these considerations.
“It’s not about switching things up, it’s about setting rules from the beginning that adjust to the new normal,” she said.