HAZENA
By reinterpreting two Korean flowers,
We have created a flower that did not exist in reality.
Hazena's first BLOOM, FLOURISH.
"HAZENA BLOOM OBJECT 01 : FLOURISH"
The first flower to bloom in Hazena's universe!
1st BLOOM OBJECT PROJEC T
Combining the resilience of the hibiscus and the abundance of the peony,
Reinterpreted as a new creative flower,
Hazena's first BLOOM OBJECT collection.
Expanding Korean symbolism and sentiment into a creative object,
Hazena's first BLOOM OBJECT collection,
Combines the resilience of the hibiscus and the abundance of the peony,
Through the FLOURISH artwork, signature button, and Obangsaek weaving details,
We reinterpret the flowers and meanings of Korea from a modern perspective.
Deep in meaning, natural in style.
Introducing Hazena's new BLOOM collection.
Where strength meets abundance.
The moment Hazena's first flower blooms.
"Reinterpreting two Korean flowers as a single object!
HAZENA BLOOM OBJECT 01: FLOURISH"
| Hazena's first BLOOM OBJECT collection
| A reinterpretation of the strength of the hibiscus and the abundance of the peony as a single creative flower.
| This is a K-Heritage Sweatshirt Project.
We believe that what is Korean
should not remain only in traditional forms or familiar symbols,
but should be worn naturally in everyday life,
and be collectible as a work of art.
The two Korean flowers possess
| Enduring strength.
| Abundant and flourishing vitality.
| Harmony of different beauties.
| Modern graphics and details
are combined into a single object,
newly blossoming in the world of Hazena,
to complete the first BLOOM, FLOURISH collection.
Beyond a simple sweatshirt,
Korean flowers and symbols are reinterpreted with a global sensibility and,
completed in a style that anyone can wear naturally in daily life.
This is Hazena (HAZENA)'s first BLOOM OBJECT project.
| T-shirt : Black + Light Gray Melange
| Ball Cap : Black + Light Gray
| Leather Necklace :Multicolor
Each product can be used on its own,
but when worn together, the message that Hazena wants to convey
the K-Heritage moodis best expressed.
Hazena
| Through this project,the Korean sensibility
| beyond Korea,in the daily lives of people around the world,
| can naturally blend in
| the possibility we want to show.
Starting with our sensibility,
Expanding into a global mood,becomes
Join us in this project!
Yesterday and today meet,
Becoming the style of tomorrow!
Hazena (HAZENA)
"Our Tomorrow"
Hazena,
| Tradition The depth and beauty it holds,
| Today Naturally worn in everyday life,
| Use and,
| Experience So you can experience it,
| With new design language,
We unravel it.
Hajena
Means Haje (tomorrow) + Jena (us).
It is a pure Korean word.
THE NEXT WE CREATE
Our tomorrow
A brand that creates together
Korea'sCurve and
Knot Inspired by the structure of
Flexibility and Harmony
Connection and Expansion
The softly flowing linesFlexibility and harmonyto,
A form balanced toward the centerConnection and expansion
is what it means.
| The aesthetic of Koreadoes not remain in the past,
| Meets the sense of the presentand can be connected to a broader world.
| The direction of Hazena (HAZENA)is reflected in this.
The brand color
| Traditional KoreanObangsaek and Saekdong
| Derived from nature,traditional color palette
was used as the foundation.
| Stable navy:"Restraint"
| Calm Green:"Vitality"
| Warm Yellow:"Warmth"
| Strong Red: "Energy
Hajena does not confine Korean elements to heavy and traditional images.
We do not limit them.
The lines, colors, symbols, and sense of balance of Korea
can be expressed stylishly even within modern fashion and lifestyle.
We believe they can be expressed in a sophisticated way.
With Korean sensibility,
the following values are
We are creating it!
BLOOM OBJECT 01: FLOURISH Planning Intent
"Weaving the meanings of two flowers into one,
Dressing Hazena with a new BLOOM."
Hazena's first BLOOM OBJECT collection
Does not confine Korean flowers to familiar images,
But reinterprets the resilience of the hibiscus and the abundance of the peony as a new creative flower, And
Within today's daily life and the global fashion mood,
It is designed to be worn naturally,As a K-Heritage Sweatshirt Collection It has been completed.
And the first flower,
Begins with FLOURISH.
We
Did not want to simply reproduce Korean flowers,
But wanted to reinterpret different symbols and forms as a new creative object.
| Mugunghwa Enduring strength that it possesses
| Peony Symbolizing abundance and prosperity
| A rich form where different petals blend together
| Obangsaek and signature details Adding a Korean sense
Based on these,
We have naturally incorporated the meanings of Korea's two flowers into today's casual style.
Hazena, through this collection,
Aims to show that the symbolism and beauty of Korean flowers can resonate naturally with global users beyond the domestic market,
Demonstrating their potential.
| Starting from familiar flowers but reinterpreted in a new way And,
| Expressing the meaning of tradition through today's graphics and style As well,
| Completed as a collection that anyone can wear naturally in everyday life. We did it.
Born from the strength of the Mugunghwa and the abundance of the peony,
Hajena's firstBLOOM OBJECT,FLOURISH.
Blossoming Korean flowers in a new way,
We are starting the first BLOOM project.
Blooming together,
The first BLOOM OBJECT
The BLOOM OBJECT collection The symbolism and beauty of Korean flowers
Started from the belief that they can naturally continue in today's daily life and global fashion.
To participate in this project
Is not just about choosing a single sweatshirt.
Reinterpreting the strength of the Mugunghwa and the abundance of the peony as a single creative flower,
It is about owning the first object of the Hajena universe together.
The first flowerFLOURISH Together with,
We begin the first chapter of the BLOOM OBJECT universe that will continue into the future.
That radiant journey
Join us with Hajena!
"Join us on that radiant journey"
Your choice
Is the important first step for Hajena to move beyond Korea and into the global market.
An important first step Will be made.
| Familiar yet new,
| Traditional yet modern K-Heritage mood
| So that it can permeate the daily lives of more people Please join us.
Join us!
BLOOM OBJECT, FLOURISH design concept
"Where strength and abundance meet
And bloom into a new flower of Hajena"
The FLOURISH graphic
| Combining the resilient vitality of the hibiscus
| with the abundant and rich form of the peony,
| we have completed a new creative flower,
| adding gold brush typography, restrained colors, and signature button details,
| to create Hajena's unique BLOOM OBJECT.
Rather than simply reproducing the two flowers,
| we have blended their different forms and symbols naturally,
| on a sweatshirt that can be worn comfortably in everyday life,
| so that it exists as a work of art.
| This is the essence of the FLOURISH graphic.
Strength and abundance bloom together,
possessing a quiet yet distinct presence,
we have completed Hajena's first BLOOM OBJECT.
01
Signature Sweatshirt
"FLOURISH Artwork"
Restrained front
Back blossoming like a work of art
The FLOURISH sweatshirt
| Tonaltone-on-tone Hajena symbol embroidery on the front
| V-rib gusset that shapes the necklineV rib gusset
| Signature patch on the left sleevesignature patch
| Obangsaek woven label at the front hemObangsaek woven label
| FLOURISH artwork and signature button filling the backFLOURISH artwork and signature button
are all brought together in a single balanced design.
The front is calm and minimal,
while the back is completed with Hajena's first BLOOM OBJECT, combining the resilience of the hibiscus and the abundance of the peony.
Hajena's first BLOOM OBJECT brings it all together.
Wear it naturally in daily life,
and the moment you turn around, it is remembered like a work of art.
This is Hajena's signature sweatshirt.
| Signature details embodying the colors of Korea
On the lower left hem of the front,
Hazena's Obangsaek woven label is applied,
capturing the symbolism of Korean colors within a restrained design.
| A new object completed by the meeting of two flowers
By combining the resilience of the Mugunghwa and the abundance of the peony,
a creative flower that did not exist in reality,
FLOURISH was created.
| Clear contrast between front and back
The front is minimal with tone-on-tone symbol embroidery and a V gusset,
while the back is designed to leave a strong impression with a large FLOURISH artwork.
| Artistic value completed with a signature button
At the bottom of the back artwork,
a 25mm black button and Obangsaek woven detail,
combined with a vertical HAZENA label,
Hazena's ownsignature button was applied.
| A method that does not directly reproduce tradition
Rather than directly replicating the flowers and colors of Korea,
We reinterpreted their forms, symbols, and meanings through a modern graphic language,
And naturally incorporated them into today's style.
| Design that connects everyday life and a global mood
While clearly maintaining a Korean identity,
We kept it refined so that anyone can wear it comfortably,
Allowing it to blend seamlessly with urban life, daily routines, and global street moods.
" FLOURISH Artwork"
FLOURISH is
Not a direct depiction of hibiscus and peony flowers.
By combining the forms and symbols of these two different flowers,
We created something new within the world of Hajena,
The first BLOOM OBJECT.
The enduring vitality and strength of the hibiscusVitality and resilience that continue,
The peony symbolizesabundance and prosperity contained within a single flower,
expressing Hazena's identity where softness and strength coexist.
The lushly layered petals and the boldly extending leaves,
the delicate contrast of pink and cream colors,
with gold brush typography and free paint strokes added,
reinterpret the traditional flower image as a modern
graphic object.
At the lower back, a black button and Obangsaek woven detail,
combined with a vertical HAZENA label,
the signature buttonwas applied, completing it as a work of art rather than just a print.
A flower that blooms abundantly without losing its strength.
With that meaning, the name of the first BLOOM is
FLOURISH
. Key summary
Key Summary
| The resilience and longevity of the hibiscus
| The abundance and prosperity of the peony
| A new creative object that fuses two flowers
| Gold brush typography and a restrained color palette
| Dimensional details completed with a signature button
Although it does not exist in reality,
It is the first flower newly blossomed within the world of Hajena.
** The point where our symbols and Western painting meet
This artwork does not express Korea's traditional symbols
solely in the familiar style of folk paintings or traditional art.
On the Korean objects of hibiscus and peony,
the unique qualities of Western oil painting,
| The thickly layered texture of paint
| The dimensionality created by layers of light and color
| Free and powerful brushstrokes
| Emotional colors and painterly expression
were applied to combine different cultural aesthetics on a single canvas.
Based on the meaning of Korea but,
the method of expressionExpanding into a modern pictorial language that resonates globally. That is what it is.
** The meaning behind the title of the artwork
FLOURISH goes beyond the moment a flower blooms,
embracing new cultures and senses without losing one's roots,
and refers to a state of growing richer and more abundant.
The resilience of the hibiscus and the abundance of the peony,
a flower born from the meeting of traditional Korean objects and Western oil painting expressions.
Rooted in the meaning of the past,
blooming anew toward the sensibilities of the world,
this is Hazena's first BLOOM OBJECT.
"Hazena (HAZENA) Daenggi Button Signature Tab"
Hazena (HAZENA) apparel features the brand's identity,
Daenggi Button Signature Tab,which is applied.
Inspired by Korean daenggi hair ribbons and saekdong colors,
| Woven tape,
| Matte black button,
| Combined with the Hazena label,
The sense of tradition
With modern details!
Not limited to a traditional or heavy image,
We believe it can be expressed stylishly enough in everyday life today.
Contained within the actual product
A small but symbolic object
Can be applied to various types of clothing,
And serves to leave a unique impression of Hajena on each product.
Especially in thisK-Heritage Collection,
If the T-shirt graphic delivers a big message,
This signature tab acts as a
Small symbol discovered up close.
From a distance, it looks like a sophisticated casual product,
But up close, you can find details that contain a Korean sense and brand story
It is structured so that these details can be discovered.
02
Ball cap
"Calm colors, vivid identity"
Vivid yet not overwhelming
A K-Heritage daily cap completed with logo details.
Restrained colors and
Logo details
Restrained colors and logo detailswith
Calmly conveys the identity of Hazena (HAZENA).
The core of the K-Heritage ball cap
A quiet presence!
Naturally connected as a single collection
Balances the overall styling
Completes the casual heritage vibe
It is an important element.
"Restrained beauty and strong brand identity"
The K-Heritage ball cap features on the front
| On the front Tone-on-tone 3D embroidery logo,
| On the back,Obangsaek signature color,
| Inside,brand tab completes the look.
This is a daily heritage ball cap.
Embroidery tones that blend naturally with the fabric,
color-toned embroidery,
Inspired by traditional colors,
| The color point
| Even in a small area,
| Shows the brand's roots and sensibility
.
Not only the visible design,
but also the unseen details!
03
Leather necklace
"Our sensibility captured in a small leather pendant"
The flow of colors felt in the knots and ribbons
The depth of vegetable leather.
Based on the flow of colors felt in traditional ornaments, knots, and daenggi,
With a restrained form to avoid appearing overly traditional,
It is completed with the depth of leather material.
Point object of the K-Heritage Collection.
The softly falling leather strap
Evokes the flexibility of Korean lines,
While the pendant carries the symbolism of old ornamentsAnd the sensibility of craftsmanship,
Reinterpreted into a modern casual mood, It is.
As time passes,
Deeper texture & naturalness.
Such changes
Continue the value of the old in today's way,
And resemble the heritage sensibility of HAZENA.
Small but definite presence.
Connecting the overall collection mood as one.
When worn with a sweatshirt,
It enriches the atmosphere of the graphic even more.
When styled with a ball cap,
It connects the mood of the entire collection as one.
Detail & Spec
"Why is it special?"
Small details come together
To complete a single collection.
"From now on, we will introduce the design details of each product
And the specs in detail."
A.
BLOOM OBJECT 01: FLOURISH
Sweatshirt
"From the symbolism of two flowers to signature details,
The completeness of the first BLOOM OBJECT."
Relaxed silhouette & sturdy fabric feel
Comfortable relaxed oversized fit
The shoulder line falls naturally,
And the chest and body provide a comfortable looseness that gently wraps your figure.
Stable back graphic &
Designed the daily relaxed oversized fit.
A relaxed silhouette that is not excessively large,
Naturally wraps around your body shape!
The sturdy thickness of the cotton fabric
| Helps the T-shirt maintain its shape without collapsing easily,
| Refines the silhouette so the front graphic appears stable.
It does this.
* Main types of oversized fit
| Semi Oversized fit | The most popular oversized fit. More room in the shoulders and width than a regular T-shirt. |
| |
| ** Relaxed Oversized fit | A fit that is a bit more relaxed than the semi oversized fit. Not overly flashyStreet casual vibe. Fashionable for daily wear and easy to wear. |
| |
| Drop shoulder Oversized fit | Shoulder line clearly drops downward Commonly used in street T-shirts these days |
| |
| Boxy Oversized fit | A fit where the body falls wide like a rectangle. It feels noticeably wider than its length. |
|
Maintains a comfortable looseness,
The presence of the FLOURISH artwork stands out clearly.
This is Hazena's unique relaxed overfit.
Designed for a daily relaxed overfit.
A relaxed silhouette that is not excessively large
Naturally wraps around your body shape!
{ BLOOM OBJECT 01: FLOURISH Detail Line }
A hidden 10mm difference
Creates a different fit.
For a more natural and stable silhouette when worn,
We added Hazena's unique subtle fit adjustments.
| (Unit: cm) | M (90-95) | L (100-105) | XL (110-115) |
|---|---|---|---|
| Total Length | 68 | 70 | 72 |
| Chest Width | 65 | 67 | 69 |
| Shoulder Width | 62 | 63 | 64 |
| Sleeve Hem | 10.5 | 11 | 11.5 |
| Sleeve Length (Inner) | 54 | 55 | 56 |
| Weight | 750g | 795g | 845 |
- The above size chart may have slight variations during the production process. Please keep this in mind!
* Guide to choosing by size
It is basically made in a relaxed, oversized fit,
so if you choose your usual size, it will look natural
and you can wear it with a stable silhouette.
If you want a more generous street mood,
we recommend going up one size.
[Note]
The FLOURISH sweatshirt
has a relaxed, oversized fit,
so if you do not want an excessively large silhouette,
we recommend choosing your regular size.
The position where the shoulder line drops.
The angle at which the sleeve rests on the arm.
The looseness of the body.
The position of the most stable elements.
Finely adjusted to differ from typical relaxed oversized fits,
We have created a unique balance exclusive to Hajena.
A subtle difference of 5mm
Makes a big difference!
02. 3-layer French terry heavyweight cotton fabric
Composed of an outer surface, middle layer, and inner loop structure,
3-layer French terry heavyweight cotton fabric.
It is thick enough but not overly stuffy,
The firm structure keeps the hoodie silhouette stable.
* Summary of advantages
| Maintains a strong three-dimensional fit
| Does not easily lose shape firm structure
| Cozy yet comfortable inner loop structure
| Durable for everyday wear durability
| Usable from the transitional seasons to winter thickness
Not a lightweight, saggy hoodie,
but a premium heavyweight hoodie that holds its shape when wornhas been completed.
:: The reason for choosing heavyweight fabric!
| The firm density stably maintains the oversized fit
| Does not easily stretch or lose shape even with repeated wear
| Creates a three-dimensional hood line that does not collapse
| The dense and substantial feel in your hand offers a unique experience
The sturdy three-layer structure stably maintains its shape and does not easily stretch or lose form. The thick material gives the hoodie a strong silhouette, and its soft texture and excellent warmth allow for long-lasting comfort.
Dumble washing completed with
Natural wearing comfort.
From the very beginning. Comfortably, for a long time. Even after wearing it for a long time, it looks natural.
Typical T-shirts may feel somewhat stiff or rigid when new.
Through tumble washing,the fabric surface is made even softer, and when worn,the silhouette flows naturally along the shoulders and body, creating a natural look.
| Soft wearing comfort
| Natural silhouette
| Stable shape retention
| Deep fabric texture
Reduces distortion even after washing,
dental processing is a must!
Stability of the fabric secured by denta processing.
For oversized T-shirts, the overall silhouette is important,
If the fabric shrinks excessively or becomes twisted, the balance of the fit can easily collapse.
Denta processing helpsreduce such deformation and maintain the relaxed fit and natural drape intended by Haje Naga for a long time, helping to achieve this.
| Minimizes shrinkage
| Shape stability
| Prevents twisting
| Maintains a uniform silhouette
B.
K-Heritage Ball Cap
"Harmony of tradition and modernity"
01. Dimensions
The casual lines unique to ball caps
Fits head circumference from 55 to 60 cm
02. Details
Structured panels that shape the cap
Application of structured panels
The K-Heritage Ball Cap,
| Structured front panel,
| Stretch polyester fabric for easy care
| Adjust fit applied for adjustable fit to various head shapes
| 3D premium embroidery applied
for a perfect finish.
* Structured panel
A structured panel is applied to the front.Structured panel is applied. The structured panel is a construction that helps maintain the shape of the front of the cap, preventing it from collapsing or wrinkling easily.
Thanks to this, the silhouette of the cap stays neat when worn, and the embroidery or logo on the front appears more stable. Especially when expressing a voluminous logo like 3D embroidery,the front panel provides solid support, enhancing the logo's balance and overall quality.
- The front shape does not collapse easily.
- Logo embroidery is expressed stably.
- Gives a clean and tidy impression when worn.
- Premium ball cap down, achieving a solid silhouette.
Made with polyester fabric.
Provides a comfortable fit without being bulky.
* Stretch polyester fabric.
Considering daily wearability and ease of care,polyester fabric has been applied.Polyester is lightweight and maintains its shape well, making it a suitable material for items like hats where silhouette is important. It is.
Voluminous shape preserved.
Crisp logo representation.
* 3D premium embroidery.
* Signature brand logo & adjustable fit.
The signature brand logo
| A point that clearly expresses Korean sensibility and style.
Even in the unseen corners,
A design that enhances the level of perfection.
* Internal structure.
Inside the hidden ball cap,
| Logo tape finish applied.
| Inner brand label
| Sweatband
Not only does it enhance the level of completion,
It also provides a comfortable fit.
C.
K-Heritage Leather Necklace
"A harmony of tradition and modernity"
Featuring vegetable-tanned leather,
Handmade premium pendant
The K-Heritage necklace,
| Italian vegetable-mood natural leather pendant
| Allergy-FREE PU twisted cord
| Nickel alloy ring (Ling) By applying
Not only does it create a small but perfect result,
It also reflects the wearer's thoughtful consideration.
Combining practical comfort and the depth of natural leather,
It is completed as a modern K-Heritage necklace that revives the old Korean sentiment in a contemporary way.
* SIZE
The width is not overwhelming
Vertical presence is more than enough.
Naturally drapes over a T-shirt.
Completes a modern silhouette.
* Vegetable natural leather pendant.
Vegetable tanning is
| A method of processing leather using plant-based tannins,
| Featuring the deep texture and natural changes unique to natural leather,
It is characterized by the ability to feel these qualities.
The more you use it, the more natural aging is added,
And it becomes uniquely yours.
- Luxurious texture unique to natural leather.
- Aging that deepens naturally with use.
- A modern yet warm material feel.
- Even a small pendant can make a statement.
- A material that pairs well with Hajena K-Heritage mood.
With an allergy-FREE necklace cord,
And even a nickel-plated ring, perfectly complete!
* Allergy-FREE, PU (polyurethane) leather twist cord.
The 57cm PU leather twisted cord,
| Light and flexible,
| Uniform surface
| Allergy FREE material for comfortable wear for everyone
is supported.
- Lightweight and low wearing burden
- Flexible, naturally drapes along the neckline
- Twist structure allows for three-dimensional expression
- Practicality suitable for daily wear
Styling with BLOOM OBJECT 01: FLOURISH
Hajena's third K-Heritage project proposes that the sweatshirt, graphics, and signature details are not separate elements,but styling completed in a single BLOOM OBJECT mood.
The restrained tone-on-tone embroidery and V gusset on the front create a minimal everyday mood, while theFLOURISH artwork on the back expresses the resilience of the hibiscus and the abundance of the peony with a modern painterly touch, adding a distinct presence.
The calm color palette of black and light gray melange blends naturally with various items such as denim, wide pants, slacks, and skirts, and can be styled in your own way beyond the boundaries of gender and style.
Simple in the front, like a work of art in the back.
This is Hajena's new styling that connects everyday life and art, Korean symbols and global street mood into one.
01. New York Urban Street Style
02. Minimal City Casual Style
03. Korea Heritage Style
04. Creative Studio Style
05. Rooftop Sunset Style
06. Open Land Style
Only on Wadiz!
"Ultra Early Bird"
Full Package | Sweatshirt + Ball Cap + Necklace
You can choose the color and quantity!
"Ultra Early Bird"
Semi Package | Sweatshirt + Necklace
You can choose the color and quantity!
"Super Early Bird"
Full Package | Sweatshirt + Ball Cap + Necklace
You can choose the color and quantity!
"Super Early Bird"
Semi Package | Sweatshirt + Ball Cap
You can choose the color and quantity!
"The sweatshirt will be available for individual purchase during the main Funding.Individual purchase is possible."
THE NEXT WE CREATE
The next value we will create together
HAZENA, Hazenais
a brand that reinterprets our emotions and senses through a modern design language.
We reinterpret our emotions and senses through a modern design language.
We believe that Korean elements are not confined to traditional and heavy images, but can be expressed stylishly in everyday life and the global market.
Based on the softness, strength, and quiet beauty felt in Korea's lines, colors, symbols, and space, we are creating Hazena's unique fashion and lifestyle.
K-Heritage Collection is Hazena's first proposal. Through T-shirts, ball caps, and leather necklaces, we have created a collection that allows you to naturally wear Korean sensibility and symbols in everyday life.
Starting with this project, we aim to create the possibility that Korean sensibility can resonate not only in Korea but also in daily life around the world.
| We embody the brand's philosophy in every small detail,
| and discover new senses within the familiar,
| and strive to become such a brand.
HAZENA — THE NEXT WE CREATE
We propose the next value we will create together.
[Note]
- The color of the product may appear different from the actual product depending on the shooting environment, lighting, and monitor or mobile screen settings.
- The images used in this project are materials to explain the product's design direction and collection mood, and some images were created using AI. AI images are not photographs that guarantee the actual final product, and the actual Reward will be produced according to the specified product specifications and production standards.
- During the production process, some details such as embroidery position, label size, color tone, accessory details, and package composition may be slightly changed for better quality and completeness. However, the overall concept and main design direction of the product will be maintained.
- For clothing, hats, and leather materials, slight measurement errors, surface differences, and color variations may occur due to the manufacturing process and material characteristics. In the case of natural leather pendants, grain, wrinkles, and color differences are unique features of the material.
- Rewards will be shipped sequentially (via CJ Courier) after payment is completed, and the shipping schedule may be adjusted depending on the production process and timeline.
- Before supporting, please make sure to check the product composition, options, sizes, shipping schedule, and information on exchanges and refunds. Haje will thoroughly prepare until the end to deliver a more complete BLOOM collection to our backers.
