S.Korean fashion company LF relaunches 1990s-popular line Tipicosi

Tipicosi, a South Korean fashion brand popular in the 1990s, has seen a resurrection thanks to the domestic craze for "newtro," a trend combining the new with retro.

Tipicosi's parent company LF on Monday relaunched it as an online-oriented unisex casual brand. Gen X brands popular among students in the mid-1990s like Lee and Marite Francois Girbaud have attracted a heated response from Gen MZ, a demographic spanning millennials and Gen Z, prompting LF to launch a reinterpretation of Tipicosi.

Returning after its termination in 2008, Tipicosi gained popularity in the 1990s by combining music such as hip-hop and reggae with fashion. It scored a massive publicity coup by hiring the pioneering rap group Seo Taiji and Boys as a model.

The new and improved Tipicosi will inherit this legacy and use musical elements in design.

"We planned the relaunch of Tipicosi among LF-owned brands because we consider it unique with a new market appeal to Gen Z," an LF source said.

Write to Ji-Yoon Yang at yang@hankyung.com