LF Daks Targets Customers in Their 30s and 40s with the 'London Suit'

[Financial News] Daks, the fashion brand operated by Life in Future (LF), is strengthening its suit lineup for the fall/winter (FW) 2026 season.
According to LF on the 15th, Daks is introducing the 'London Suit,' a modern reinterpretation of British tailoring. It features the 'London Fit,' characterized by emphasized shoulders and a slim waistline, creating a structured silhouette. Targeting customers in their 30s and 40s, the suit can be worn for various occasions, from formal ceremonies to business meetings and social gatherings.
The existing signature product, the 'Britain Suit,' has also been improved in terms of comfort and silhouette, with a more natural shoulder line and enhanced ease of movement.
The strategy of strengthening its suit offering is also translating into sales growth. From the beginning of the year through early this month, Daks menswear suit sales rose by approximately 20% year on year. Sales of the London Suit increased by approximately 30% compared with similar products from the previous year.
To mark the launch of the London Suit, Daks is running a collaborative promotion with Glenfiddich, a single-malt Scotch whisky brand.
A Daks representative at LF said, "Suits are a core product category that symbolizes Daks' British heritage and tailoring expertise." The representative added, "We will strengthen Daks' distinctive competitiveness in suits by differentiating not only product quality but also the customer experience, including our collaboration with Glenfiddich."
[email protected] Kang Myeong-yeon Reporter