British style with a Korean accent

It may sound out of place: a Korean brand that sells quintessentially British clothes.

Hazzys store at CentralWorld.

Hazzys launched in 2000 and is owned by LF Corp, previously known as LG Fashion — yep, it's the fashionable cousin that hails from the LG family.

Although the doubts are understandable to a certain extent, when you get to see and feel the clothes Hazzys has come up with, it is clear that they definitely know what they're doing. As unfitting as it sounds, Koreans are definitely at the top of the fashion game in Asia, whether we'd like to admit it or not, and LF Corp is among Korea's leading fashion companies.

The English Pointer statue, currently sporting a pastel pink body with circular rainbows, in front of the flagship store in Seoul, South Korea.

Hazzys has a strong grasp of Cambridge culture, with its name originating from a real rowing team called the Hazzys club. The number eight you see on many of their tops comes from the eight members in a rowing team. That's not all that Hazzys represents though; it celebrates the whole British heritage package, be it the traditions, love for Britain, intelligence, the aristocracy or even British humour. In fact, the symbol of Hazzys is an English Pointer, a tall and lanky breed that was used for hunting and can be traced back to the 1650s. Look again and you'll realise that this canine, known for its loyalty and intelligence, also forms the shape of the letter H. If you like the Ivy League look, Hazzys brings that to the table, with a refreshing, modern-day vibe — it values roots, but keeps up with trends.

But just how much authenticity can there be when with someone Korean designs something so British? Chief designer Lee Sun-kyung answers: "We keep the British traditional casual foundation, but add our own interpretation to it, which comes from global trends and a contemporary twist."

There are many reasons why Asians should go for Hazzys' preppy and classic British casual style attire, besides the whole idea of supporting an Asian brand thing. It's also a one-stop shop where you can kit the whole family out in an elite look, with a women, men, golf, dog and accessories line. Hazzys even has a children's line launching this year.

Call it a case of nationalism if you will, but Hazzys' polo snags the best-selling spot in Korea — despite costing more than the Tommy polo. It easily edges out their Western rivals such as Ralph Lauren, Lacoste and Fred Perry, among others. It seems a miraculous feat that an Asian brand could fare stronger than long-standing traditional labels, but the simple reason is the fact that the product speaks for itself. Hazzys polo shirts feature a differently embroidered dog pattern every season: sometimes they're massive, sometimes they're small and sometimes they're made up of an assortment of bright colours and patterns. The patterns alone are terribly cute, but there are also more details to be found, such as hidden stripe lines, as well as fabrics that clearly exemplify high quality. With all of the detailed and interesting add-ons, making a personal statement is definitely possible even if all you're wearing is a polo shirt.

But all in all, it hits home largely because it is made with an Asian in mind. The cutting and shapes are all made for the Asian body, making it a better fit, as opposed to Western houses that have people from their own vicinity in mind. Korea goes through a real-deal winter season (unlike Thailand) and their expertise in winter apparel and mindfulness of the Asian physique clearly provides a solid selection that is sure to suit our bodies. "When you wear a real British trench coat, it's very hard," says executive director Jayanne Jin. "That's because they use a lot of wool, which a lot of Asians don't like because it's rough and tough. Asians like a smoother touch and this goes back to our philosophy of being British, but adjusting it to what customers actually prefer."

There's no need to fly all the way to Seoul, although their massive flagship store in Myeongdong, which follows a rowboat warehouse decor, is worth a visit for its floor-to-ceiling walls of folded rainbow-hued pique polos and endless variety of pristine apparel and bright accessories. Check out the two Hazzys stores in Bangkok, where the autumn/winter 2014 collection recently landed. This season, Hazzys Men follows the concept of Chic Ivy, French Ivy and Highland Weekend, while Hazzys Ladies follows a Parisian, Modern Highland and Notting Hill approach.

Visit Hazzys at CentralWorld (2nd floor) and Central Chidlom (3rd floor).