The LG Styler is a new type of garment refresher that gently cares for wrinkles, odors, and pollen on clothes using only water, through steam and hanger vibration. How does the LG Styler integrate into daily life to bring about change? We explore the appeal of this machine through the daily life of Hiroshi Doi, Director of Communications at BEAMS.

Doi's evenings are late. Especially in December, he dines out or attends meetings almost every night before returning home. However, no matter how late it gets, due to his work deeply involved in fashion, he hangs his clothes on a hanger, sprays them with a deodorizer, and then goes to bed. This was his habit until now. But with the LG Styler in his home, his habits have been further updated, and he says it seems to lead to a change in awareness.

“Every morning, I put on clothes that have been refreshed. I wear pants with a crease. This act itself brings a sense of balance to life, doesn't it? Wearing clothes that don't show the signs of daily life not only feels good but also helps to organize one's mind. With these updated habits, I feel like the entire family's awareness of personal grooming is likely to change.”

The LG Styler allows you to switch your mood by removing the traces of daily life that have permeated your clothes.

Doi's habit in the morning is to do some light exercise first to wake up his body. He utilizes this spare time to bring out the full potential of the LG Styler.

“I have time before going to work, but I'm thinking about the day ahead while exercising, so it passes in a flash. By using that spare time, I can groom myself without wasting a moment. The crease care function for pants is especially wonderful. It's a product that provides comfort both practically and mentally.”

The LG Styler's 'Pants Crease Care' function maintains the center crease of pants while effectively removing fine sitting wrinkles. It also cares for odors, not just wrinkles. The key is the mechanism that circulates steam evenly. First, water is heated to generate steam. This steam then fills a highly sealed space, created with technology from refrigerators, at an optimal temperature. Furthermore, the hanger rack, which vibrates up to 180 times per minute, stretches out wrinkles while simultaneously removing odor components and pollen. Finally, it dries thoroughly, creating an environment that refreshes the clothes.

It's not just about removing odors with steam; it's also possible to add a scent to clothes using the aroma filter function. For example, you can lightly spray your usual perfume onto a cotton pad, attach it to the included filter, and use it to impart a subtle fragrance to your clothes. When discussing such possibilities,

“With the LG Styler, you can offer a certain kind of 'hospitality' when guests visit your home. For instance, you could put a coat you've been entrusted with through the refresh course. Perhaps using the aroma filter at that time would be nice. Above all, the pleasant feeling conveyed when someone puts on the garment would leave a lasting impression, wouldn't it be a wonderful form of 'hospitality'?”

A Communications Director's thoughts are always focused on how to delight people. Doi is also a father of two. The fatherly aspect emerges in his words.

“The ability to sanitize along with odor removal is a significant advantage. I found it particularly appealing that I can refresh items that children frequently touch but cannot be washed regularly. Most importantly, it achieves garment care using only water, without any chemical agents. As with anything, hygiene and safety are crucial points.”

The LG Styler removes more than just odors. It also removes invisible particles like pollen and PM2.5, and eliminates dust mites from items such as 'stuffed animals' and 'cushions' through the power of steam, which uses only water. The drying course can also be used for items like leather and fur, making its wide range of applications another attractive feature.

All courses conclude with a heat pump blowing warm air as airflow, drying the clothes at a low temperature. Doi, wearing the finished garments, shared his impressions as follows.

“The dry finish when I put on the clothes is superb. The result for knitwear is particularly excellent. Wearing clothes with a refreshed texture makes me feel centered every day.”

While the scenes where the LG Styler is useful vary from person to person, Doi's statement that 'tidying up clothes leads to tidying up one's mind' is perhaps a common sentiment not only for those involved in fashion but for everyone. This is the value that can be experienced through the LG Styler, leading to new habits.

＞For details on the LG StylerClick here

Hiroshi Doi
Born in Shimane Prefecture in 1977. After working as a shop staff member in Osaka, he moved to Tokyo to work in men's PR. While handling PR duties, he also served as the point of contact for various collaboration projects and events organized by BEAMS. For many years, he has been a central figure involved not only in apparel but also in anniversary projects and music and art events, including FUJI ROCK FESTIVAL. He currently hosts the radio program "BEAMS TOKYO CULTURE STORY," which is broadcast on three stations: InterFM897, Radio NEO, and FM COCOLO.