| Lativ | |
| Producttype: | Casual lifestyle clothing |
| Currentowner: | Mego Co. Ltd. |
| Country: | Taiwan |
| Introduced: | 2007 |
| Markets: | Taiwan |
Lativ is a Taiwanese online clothing brand founded in 2007. It is conceived with the affordable fashion brands of Uniqlo and GU in mind. Designing clothes suitable for Taiwan's subtropical climate, adding diverse graphic elements, and making its fortune through online shopping rather than physical stores.[1] The name of the brand comes from the abbreviation of Life should be attractive in various ways.[2] In 2011, the sales volume ranked first among online clothing brands in Taiwan, generating a revenue of NT$4 billion (US$133 million).[3] [4]
On 2 February 2012, Lativ announced the removal of the Country of Origin label. Some netizens believed that Lativ's founding brand value was the clothing made in Taiwan.[5] Due to production capacity, some clothing was transferred to be manufactured in China or Vietnam. This disappointed some netizens, who even launched a campaign to boycott the brand.[6] On 13 February 2012, eleven days after the incident, Lativ decided to resume publishing the Country of Origin label on its website.Web site: Li . Yi-Yun . Where should MIT go?—Through the case of Lativ removing the Country of Origin label . 23 June 2023.