SEOUL, Aug. 16 (Korea Bizwire) — In an unexpected fusion of structural clothing and fashion, Hyundai Construction has unveiled a new, modern paint jacket that captures the minds of its generations-long painters.
The company announced on August 15 that it introduced a MA-1 quilted sweater as an exclusive jacket for Hyundai Construction employees, in collaboration with Boldest, a workwear logo of Kolon Industries’ FnC division.
The collaboration, fostered through outdoor staff donning jackets for warmth in the winter, breaks with the traditional one-size-fits-all approach.
Instead of the standard one-size-fits-all design, the new jacket takes inspiration from the US Air Force pilot’s MA-1 jacket, infusing an aesthetic into workwear.
Functionality has been sacrificed for style.
The jacket features high-performance padding from the German company Freudenberg Vliesstoffe for improvement and has ten wallets for storing tools, a practical care for workers on site.
What sets this jacket apart is that it is a departure from the typical corporate uniform that prominently features corporate logos.
Aimed at younger workers who value individuality, the jacket includes Velcro patches that allow pieces such as corporate identifications, team logos or personal decorations to be attached.
The company’s CI (corporate identity) is subtly incorporated into the design, such as the inner collar and zipper.
The jacket’s combination of functionality, taste, and customization struck a chord with employees. In just ten days, some 6,000 jackets were sold, with bulk orders coming from national and foreign centers.
A representative from Hyundai Construction said: “The adoption of the popular aviation jacket design to our drab painted uniform, creating a ‘paint in style’ concept, turned out to have resonated well with our employees.
They added: “Not only the younger generation, but also older workers have adopted this new approach, fostering a sense of belonging and creating a common ground that transcends age and rank. “
Ashley’s Song (ashley@koreabizwire. com)
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