Los Angeles FC (LAFC) are releasing the first ever 'HANGEUL (Korean Language) Merchandise Collection' lineup in MLS (Major League Soccer) history.
The collaboration was undertaken by Ho-keun Choi, the football art director of H9PITCH STUIDO, a sports design agency in Korea. A total of six products will be released in this collection, including short-sleeved / long-sleeved / hooded t-shirts, mufflers, and much more. Soon to be followed by caps and matching accessories in December.
The most striking features of the designs is that the identity of LAFC is expressed in 'HANGEUL'. Los Angeles, the western city of the US, is a city of many diverse cultures. Korea-town is a popular destination with visitors to the city and a proud representative of the community of Koreans based in LA. So it's fitting that LAFC announced that this project is being carried out for Korean fans who make up a large portion of the club's fans.
The design of the collection was based on a personal relationship between Korean Art Director, Ho-keun Choi and Korean staff of the LAFC marketing team. A Korean employee at LAFC commented on the background of the collaboration,
"Choi is a Korean designer who is interested in various and unique football-related works. I have been working on this project after sharing various ideas related to 'HANGEUL' with him."
Choi said,
"The most impressive thing each time I visited LA was the old neon signs written in Korean that could be easily seen in Korea-town. In Korea, it is a notation or design sensibility mainly used in the 80's and 90's, which has been shown so far through the 'signboard', and this is very fresh on me in terms of designs. Inspired by these signs, the design work was done using retro fonts."
And he added,
"It was a more proud project to think of the fact that Koreans used HANGEUL for oversees teams, and that Korean community members participated in photography and as models."
TSG, (Tigers Supporter Group) LAFC's Korean supporter group, were shot in the heart of Korea-town in LA for an authentic feel with Director Choi.
Only two days later the LAFC won 5-3 in the MLS Cup playoffs conference semifinals against LA Galaxy – their bitter rivals. So the collection is potentially already working its magic as a good luck charm for the club and supporters.