PHIZ is a second line for younger consumers launched in 2017 by HAZZYS, a Korean fashion brand developed by LF. The brand name means “face” or “expression,” and it depicts the face of the English Pointer that symbolizes HAZZYS as a witty character. With an online-first approach, it offers casual wear such as T-shirts, sweatshirts, shirts, and pants, as well as hats, bags, and miscellaneous goods. Centered on witty logos and subculture, it proposes styles that can be enjoyed regardless of age or gender.
Concept
PHIZ means “face” or “expression” and began with a focus on witty logos and subculture. It proposes styles with a playful sensibility for all ages and genders, and aims to convey PHIZ’s own witty and kitschy message.