Sagging Fashion Trend Boosts Fila Underwear's 'Lovers' Line to 100,000 Sales; New 'Ponybell' Line Strengthens Offerings

A specific styling trend, known as 'sagging fashion,' where underwear bands and straps are intentionally exposed outside of outerwear, is fueling a surge in related product sales, particularly among women aged 20 to 30. Fila Underwear has capitalized on this trend by strengthening its women's line, aiming to capture this growing market.

The brand's 'Lovers' line has achieved significant success, surpassing 100,000 cumulative sales. This collection, conceptualized around the idea that "every woman has a girl inside her heart," features soft Tencel fabric and delicate lace details. Its popularity was amplified through social media exposure as a recommended item for sagging fashion, leading to top rankings on major online platforms like Musinsa, Zigzag, and 29CM.

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The Lovers line has grown with a good response centered on female consumers in their 20s and 30s, in line with fashion trends.

To maintain momentum, Fila Underwear launched a new line, 'Ponybell,' last month. This collection is characterized by subtle vintage floral patterns and small perforated details. The brand also announced plans to expand its offerings into loungewear, including long-sleeved cardigans and pants, for the upcoming fall and winter seasons, further broadening its appeal to the 20s and 30s female demographic.

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The newly launched Ponybell line is also receiving a positive initial response with its differentiated vintage sensibility, so we will continue to strengthen our lineup of women's underwear that combines design and practicality.