The Taste of Nature Created by Craftsmen's Hand 'Viscose Rayon'With 40 Years of Know-How, CheongHyang ENF Co., Ltd. Shares the Superiority of Natural Fibers2018.02.09 20:40 TIN NEWS <Reporter Kim Sang Hyun tinnews@tinnews.co.kr> ▲ Brand 'Shilla' to develop material based on viscose rayon Chunghyang ENF Co., Ltd., CEO Hong Seong Hee ©TIN News The taste of Nature Created by Craftsmen's Hand 'Viscose Rayon' Recruitment of an executive dierector of the planning department, Shim Sang Bo…'Shilla' a natural viscose brand will undergo renewal while securing the competition by using their main company's material, and pursuing originiality with a reasonable concept. Cheonghyang ENF Co., Ltd.(CEO Hong Seong Hee) has renewed 'Shilla', which is based on Viscose Rayon material, and has started to expand their business. Launched in 2012, 'Shilla(www.hshilla.com)' is a brand based is Daegu founded by 'Deongdeok Textile,' a textile company that has been producing viscose rayon in a traditional method. 'Shilla' has been operating mostly in the form of pop-up stores, however, after hiring designer Shim Sang Bo as their executive director last year of September, they underwent an overall renewal of the brand. In January of this year, Cheonghyang ENF Co., Ltd., was established by integrating the brand business with textile, clothing manufacture and distribution. Currently, actively managing showrooms in their headquarters for agency dealerships and a space in department stores. ▲ Cheonghyang ENF, viscose rayon brand 'Shilla' 2018 Spring/Summer Season Collection Pictorial ©TIN News 'Shilla' signifies the most precious fruit of nature. Our brand, Shilla selects invaluable ingredients from nature as we make clothes for people's comfortable life with utmost care. 'Shilla' mainly uses viscose rayon; an eco-friendly material. We use natural materials, natural dyes and handmade methods aimed to satisfy the pursuit of nature for our customers in their 30s and 40s. Shilla's products are made using traditional techniques and are produced by skilled specialists in small factories. Viscose Rayon is a natural cellulose material extracted from wood. Rayon is known for its lightweight, cool and breathable quality. Additionally, it has an excellent sweat absorbent property and no static electricity, so you can feel comfortable. when you wear it. The natural fiber of viscose rayon does not irritate soft baby skin or sensitive skin. ▲ Cheonghyang ENF Co., Ltd. Brand 'Shilla' is made in a 150 year old traditional weaving technique from Dongduk Textiles. ©TIN News ▲ Cheonghyang ENF Co., Ltd. viscose rayon was made in 1980 with the shuttle loom machine ©TIN News Particularly, Dongdeok Textile's rayon is woven using a shuttle loom made in the 1980s. In a shuttle loom, a classical method, a weft thread is inserted between warp threads. But, to reduce noise and improve productivity a shuttle-less loom is widely used. However, the unique structure of shuttle loom fabric can only be accomplished through the unique and traditional method. Fabric specially woven from Deongdeok Textiles gives their rayon a excellent softness and low static electricity, making their fabric very special. ▲ The logo of Shilla meaning the most precious fruits of nature is based off of the feminine mood and designed to take advantage of the naturalness of the curve and to modify the letter 'S' font to imiatate the shape of the yarn. ©TIN News Origin Story of Shilla, A Rayon Specialty Brand Hong Seong Hee, CEO of Cheonghyang ENF Co., Ltd. "A natural textile called viscose rayon was originally produced in Busan and Daegu. Viscose rayon was widely known across Busan's Jin Market and Daegu's Seomun Market during 2005 and 2006, but they weren't known in Seoul. When I was working as a designer, I was doing a company research in Daegu, where my parents were working(Dongdeok Textiles), and I saw them printing on undergarments, pajamas and blankets." "That's where I got the idea. In a fabric shop my sister used to run in Dongdaemun, called 'Samgongwo,' I sold the printed rayons and some printed outerwear, and the customer feedback was amazing. When I concluded my career as a designer in 2012, I desired to create my own brand. So I officially began my viscose rayon brand called 'Shilla'." "There is quite a variety of characteristics of rayon, like the raw rayon, jacquard, twisted fabric just to name a few. Even though it's the same fabric depending on how long they were boiled, if they stretch or don't can create a diversity of items. Our factory produces raw textiles, and the moment it comes out of the machines, I take it to the printing shops. When the fabric is finished, I then make product design, planning and sewing." "People in the industry to make clothes are very envious of us because we make the raw materials. Although it's a different field to dye, it is a process that we have been dealing for a long time. Even though dyeing is not in our factory, we have a long standing partnership, and I think that's what makes Shilla special." ▲ Brand 'Shilla' to develop material based on viscose rayon Chunghyang ENF Co., Ltd., CEO Hong Seong Hee ©TIN News "Pattern(drafting) is important in clothes. When a person wears it, it should look stylish. Overweight people should look slimmer and slimmer people should look fleshy. When I produce clothes I always look at it's style and aesthetic. I personally don't have a gorgeous body, so I have many places to cover. When I design, I personally do fittings and look for problems, also showing customers how to wear clothes well while selling I believe is my strength and know-how." "Dongdeok Textile has been largely used to make undergarments, since we have had a loyal consumer for a long time. However, since the demand of Hanbok decreased so did our trading offers, but nowadays many people are making their own clothes and they use our fabric. But I believe we are the only brand to have our own name and have entered department stores. Majority of fabrics are all sold at specialty markets or events." "During the 5-6 years that I've been running my brand, I've seen countless unfortunate accounts of an amazing textile like viscose rayon be made so poorly and get sold. I wanted to confidently introduce and recommend my brand to people. Clothing is like food, if I make it and it doesn't taste good, that's no good at all. That's why I'm gonna make it the best and have them wanting more." ▲ Developed based on the 40-year old traditional method of producing viscose rayon the brand 'Shilla' products ©TIN News "There are only a few companies like Cheonghyang ENF Co., Ltd. Majority all use the electronic airjet machines. To explain the difference between shuttle loom and airjet, mass production is possible and the texture is smooth. On the other hand, with shuttle loom it has a more rugged and vintage look but is more breathable. That is the look of the original." "When you dye your hair the same time by the same person, you still get splotches. That is the same case with dyeing a fabric from a shuttle loom, it is inevitable when dealing with natural products. We cover it with dye techniques to create a product, but that doesn't mean the fabric is defective, it is the natural characteristic of the shuttle loom." "We have had the idea to create something culturally our own, like how nature intended. If we take this and develop it and make it grow, we can pass it down to the next generations and create artisans like how Japan has been doing. We want to pass it down and not just end it with us." ▲ Cheonghyang ENF, viscose rayon brand 'Shilla' 2018 Spring/Summer Season Collection Pictorial ©TIN News ▲ Managing Director Shim Sang Bo, Cheonghyang ENF Co., Ltd. ©TIN News The Path Shilla, a Rayon Specialty Brand Has to Pursue. Shim Sang Bo, General Manager and Executive Director Finding Shilla's First Direction Comes From Fabric. "Shilla is a brand based on natural fiber, viscose rayon. I will unveil path on finding direction with fiber being the main element." Finding Shilla's Second Direction Comes From Reasonable. "Secondly, when making a product the brand has to be reasonable. So, other than raising sales or commodity values, additional costs have to be minimized." Finding Shilla's Third Direction Comes From an Exact Concept "Thirdly, is the true direction of the brand. I have mentioned before that there is no properly created brand in Korea, but the direction of the brand should naturally have a concept." ▲ Cheonghyang ENF, viscose rayon brand 'Shilla' 2018 Spring/Summer Season Collection Pictorial ©TIN News
