How Eider’s Cool+Pleats Wear Transforms Your Summer: A Guide to Staying Comfortable
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Actor Kwon Hwa-woon, chefs Kim Hee-eun and Yoon Dae-hyun, and photographer Koo Bon-hee star in the “Same Summer, Different Temperatures – Our Own Summer” campaign, each sharing their own cool moments.
Outdoor fashion brand Eider built the campaign around its summer cooling line, Coolits. Rather than getting lost in a sea of feature claims, the brand crafted empathetic stories that focus on how people actually live through summer.
By sharing summer moments from people with very different lives, the campaign gives viewers a range of relatable touchpoints to connect with.
For actors, short breaks between takes are precious reset moments that help them prepare for the next emotion. Everyone experiences summer differently, but for them Coolits feels like a refreshing breath and a small oasis of ease amid a hot, busy day.
For the chef couple, summer means long hours in front of fierce heat. The coolness they feel the moment they step out of the kitchen isn’t just a temperature drop—it’s a pause that shifts the whole rhythm of their day. Photographers, meanwhile, need to keep razor-sharp focus even during outdoor shoots under relentless sunlight.
The Coolits (Cool+Pleats) series pairs cooling fabrics with a pleated structure to reduce skin contact so the garments don’t cling. The design encourages airflow for a breezy, comfortable fit, making it ideal for everyday wear, travel and outdoor activities.
The campaign spotlights summer looks built around the Coolits Ice polo and the round-neck Coolits Air tee. Eider will roll out the content on its official Instagram starting the 11th, posting every Monday, Tuesday and Wednesday for three weeks, and hosting consumer events each Wednesday.
Photo: Eider
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