South Korean fashion platform Musinsa has launched its Musinsa Standard flagship collection, Cooltandard, in China. To mark the debut, a “Cooland”-themed pop-up runs May 15-24 on the first floor of Musinsa Standard’s Huaihai Parkson store in Shanghai, with activities continuing through May 31. Launched in 2020, the Cooltandard series integrates cooling fabrics with styles including T-shirts, denim, skirts, and suits. The collection has gained popularity among Gen Z consumers in South Korea, with 2025 sales up 41% YoY and cumulative sales exceeding 3.9 million units as of April 2026. The pop-up includes five zones covering fabric touchpoints, styling, games, photo spaces, and DIY customization.

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