Eland's WHO.A.U reports 56% jump in hoodie zip-up sales, extends campaign

WHO.A.U, a fashion brand operated by Eland World, said Tuesday that its 26FW hoodie zip-up line has gotten off to a strong start since its launch.

Sales of the 26FW hoodie zip-up rose 56 percent year-on-year from Sept. 1, when the line was first unveiled, through Monday. The brand attributed the gain to a combination of transitional-season weather and growing customer interest in the "Slacker Core" fashion trend.

WHO.A.U built out the lineup to reflect preferences among customers in their 20s, offering 16 color options and four silhouette fits. The color range spans shades including grayish blue, light brown, olive green and purple. Silhouettes are divided into slim, oversize, loose and crop fits. The brand also introduced a range of coordinating bottoms — balloon-fit, curved, Bermuda and wide-leg pants.

Meanwhile, WHO.A.U is running a new campaign called "WHO.AM.I" through Oct. 4, targeting customers in their 20s and 30s under the concept of "expressing your authentic self."