From 29CM launches to a Seongsu pop-up — online-first expansion to connect with shoppers in their 20s and 30s
[Herald Economy=Reporter Hong Seok-hee] Shinsegae Casa announced on the 17th that its lifestyle label JAJU has introduced a new loungewear subbrand, PATINA by JAJU.
Built on the material know-how and finish JAJU developed for its sleepwear, PATINA positions itself as a youthful loungewear label. The line focuses on “one-mile” pieces that blend comfort and style, with shoppers in their 20s and 30s as the primary target.
JAJU has long earned customer trust in sleepwear—especially pajamas—by emphasizing high-density fabrics and a comfortable fit. With growing visibility from celebrity wear, the brand intends to carry that quality-first approach into its loungewear offering.
The flagship Sailing Cotton Pajama Series uses 60-count, 100% cotton in a high-density weave to balance breathability and durability. Its lightweight, soft hand is designed for greater comfort in warmer months.
Seasonal pieces round out the collection: the Dive 5-bu pajama set in lyocell (Tencel) and the Surf 4-bu pajama set in seersucker are tailored for warmer weather. The line also expands styling options with mix-and-match items like bustiers, crop tops, and hair accessories.
A JAJU spokesman said, “We will strengthen our competitiveness in loungewear based on the know-how we built in sleepwear. We plan to expand our footprint within the growing lifestyle market.”
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