Casual brand Covernat (COVERNAT) is launching a collaboration with Little Mimi. The collaboration merchandise consists of two Little Mimi doll keyrings, each dressed in a Covernat signature item. Covernat is tying the merchandise to sales of winter outerwear from its 26 WINTER collection, while also selling the keyrings as standalone products through its official channels in Korea and abroad.
The collaboration's concept is "Winter Outerwear Delivery," built around a story in which Little Mimi sets out to deliver Covernat's winter gifts. Covernat aims to bring a fresh dose of fun to the 26 WINTER season by layering Little Mimi's distinctively kitschy, lovable character mood onto the brand's casual style.
Each of the two keyrings draws on a hero product from one of Covernat's two lines. One features Little Mimi wearing Covernat's steady-selling hoodie; the other shows Little Mimi in a sherpa jacket from Covernat Woman. The company said it reinterpreted the identity of each line through the character's visuals. The keyrings can be attached to bags or pouches as an everyday accent piece.
The keyrings will be offered in two ways: as a gift for outerwear customers and as a separate retail item. Covernat is running a GWP promotion in which customers who purchase new winter outerwear from the 26 WINTER collection receive the collaboration merchandise, while quantities last. The promotion runs on Covernat's official online store, Musinsa, flagship stores, department stores and the brand's official channels in Japan. Gift eligibility and stock may vary by channel and product.
The keyrings can also be purchased on their own, priced at 38,000 won. They are sold through Covernat's official online store and flagship stores, as well as through official overseas channels in China, Taiwan, Hong Kong, Thailand, Mongolia and Japan. The collaboration merchandise thus supports winter outerwear sales while also being sold as a standalone product across the brand's official overseas distribution network.
