Seven South Korean menswear brands to look out for in Seoul
In Seoul, South Korea, Channel NewsAsia published a selection of seven local menswear brands. It includes JiyongKim, Pottery, San San Gear, Insilence, Post Archive Faction, Coor and Tonywack, which work with classic tailoring, minimalism, streetwear, outdoor and technical clothing.
Techniques and technical clothing
JiyongKim founder Kim Chi Yong is known for his technique of sun-fading fabrics. Materials are left in sunlight for several days or months, causing them to naturally lose colour and acquire uneven patterns. The designer previously worked at Lemaire and then as a Louis Vuitton design assistant under Virgil Abloh. In 2023, he received the Samsung Fashion Design Fund award, and in 2024 he became an LVMH Prize semifinalist.
Pottery, also known as PTRY, focuses on shirts, trousers, blazers, knitwear and outerwear. The brand combines workwear and smart casual elements, paying attention to proportions, fabrics and details.
San San Gear operates at the intersection of streetwear, outdoor and technical clothing. Its designs use curved seams, straps, adjustable elements, piping and panels. The brand has collaborated with Puma, Asics, League of Legends and NCT Wish.
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Minimalism and experimental tailoring
Insilence, founded in 2013, offers minimalist clothing with voluminous outerwear, straight trousers, loose tops and a restrained palette of black, graphite, beige, khaki and navy blue. The brand's basic line includes tank tops, cotton T-shirts and long-sleeved shirts.
Post Archive Faction, or PAF, was founded by Lim Dong Jun and Jeong Su Kyo. The brand specializes in experimental technical clothing with asymmetric constructions, reflective materials, transparent PVC, panels and various textures. PAF also collaborates with the Swiss sports company On, producing technical clothing and footwear, including models associated with the On Cloudmonster.
The selection also includes Coor and Tonywack. Coor uses organic cotton, worn-effect denim and vegetable-tanned leather. Tonywack combines traditional menswear tailoring with motifs of European styles from the 1960s and 1970s; its collections feature jackets, suede blazers and corduroy pieces.
