[News Space=Reporter seungwon lee] Hazzys, a representative brand of lifestyle and culture company LF, has globally released a limited edition 'Happy Puppy World Puppy Edition' to celebrate International Puppy Day on March 23rd.

This edition celebrates the 25th anniversary of the brand's launch, and replaces the existing brand symbol with embroidered puppies representing each country on the iconic collared T-shirt.

The design reflects cute dogs representing major global countries such as Korea (Sapsaree), China (Chow Chow), England (Golden Retriever), and France (Bichon), further strengthening Hedges' global image. The color is a luxurious navy, and anyone can wear it stylishly regardless of nationality, gender, or age. This collection can be found at Hedges' major domestic and international stores and LF Mall.

Iconic pet clothing that can be worn together as a family look is also released. This clothing is made of the same material as the adult iconic piquet, and is wrinkle-free processed so that it does not wrinkle easily even after a brisk walk. It is released in 5 colors so that owners and pets can complete a stylish family look together.

Also, an Instagram challenge has been ongoing since March 10th, where donations for the protection of abandoned dogs are accumulated through the participation of global customers. If you upload a selfie with your dog or a happy photo of your dog to Instagram, 100 won per post will be accumulated as a donation for the protection of abandoned dogs.

The challenge will be held until March 31st, and various domestic and international customers are currently participating. This challenge is being participated by domestic and global branches of Hedges, and customers around the world are participating in donation activities to protect abandoned dogs. The campaign is expanding further through collaboration with global branches, and donations for the protection of abandoned dogs are expected to be accumulated all over the world.

A portion of the proceeds from the sale of Happy Puppy World Puppy Edition and donations collected from the challenge will be donated to activities to protect abandoned dogs.

International Puppy Day is a day established to promote interest in and awareness of companion dogs, protect abandoned dogs, and establish adoption culture. Since Hedges uses the English Pointer, a British hunting dog, as its brand symbol, it has been continuously conducting campaigns for companion dog welfare since the beginning of the brand launch.

In particular, starting in 2023, the company launched the 'Happy Puppy Campaign' and is actively promoting brand activities to secure donations for International Puppy Day every year by putting the brand symbol, the puppy, at the forefront. To this end, it has showcased sincere activities such as ▲founding an in-house abandoned dog volunteer club in which employees directly participate ▲launching a puppy collection of the 'Iconic' line representing Hazzys ▲donating sales proceeds to the Animal Freedom Union.

An official from LF Hazzys said, “As a global representative casual brand, we launched this edition to look back on the meaning of the brand and leave a meaningful mark in the global market in celebration of our 25th anniversary,” adding, “We will create a culture in which customers can participate together through this campaign under the goal of realizing a virtuous cycle of sustainable fashion and social value that Hazzys has pursued.”

He added, “Through this, we plan to further spread the brand authenticity and value that Hazzys seeks to convey in the global market in the long term.”