Lativ is a Taiwanese clothing brand founded in 2007. Inspired by brands such as Uniqlo and GU, Lativ designs clothes suitable for Taiwan's subtropical climate while incorporating diverse graphic elements. The brand has built its success primarily through online shopping rather than physical stores.[1]
The name "Lativ" is derived from the phrase "Life should be attractive in various ways."[2] In 2011, Lativ ranked first in sales volume among online clothing brands in Taiwan, generating a revenue of NT$4 billion (US$133 million).[3][4]
Controversies
On February 2, 2012, Lativ announced the removal of Country of Origin labels from its website. The movement sparked controversy among customers as the brand had initially built its reputation on producing clothing in Taiwan, which many viewed as a core brand value.