Menswear brand TRUGEN teamed up with actor Lee Minho to unveil their 2011 S/S line. Known for his 'cold city guy' image, TRUGEN outfitted their exclusive model in designs that fit well with his stylish-yet-smart look. Their 2011 S/S line divided their concept into three categories: "Light & Well", "The Journey", and "American Dream". For a season defined by comfort and quality, TRUGEN went for a minimalist design and fit to match it. Functional materials were used to promote well-being, and colors were selected based on the TRUGEN's desire to promote 'vitality'; dark colors like blue and black, urban green, and some neutral shades were tempered with accents of pinkish red and purple. TRUGEN has been a hot label ever since they've increasing their sales rate by 50% in January 2011. Specifically, the newly opened 'S+ by TRUGEN' mall received high ranks and is ever-growing. In the second half of last year, the expanded and renovated complex stores in Sokcho, Ansan, and Daegu sold more than 40% of total sales. Lee Minho's advertisment cuts and the new arrivals can be found at the 130 stores nationwide, and through TRUGEN's official website. Source: Seoul NTN via Nate