South Korean fashion brands are increasingly turning to unconventional partnerships with whiskey bars, cafes, and other unrelated businesses to captivate the preferences of young and trend-savvy consumers.

According to sources on Thursday, many fashion brands are expanding their collaborations with businesses in different sectors to cater to the young consumers that value unique experiences.

MAN ON THE BOON, a men’s fashion concept store under Shinsegae International, for example, is hosting an experiential space for its 2023 fall-winter collection until October 29 at the Philosophy Lounge, a whiskey bar in Euljiro, central Seoul.

Philosophy Lounge, located in the district’s printing alley, is known for its modern and sleek interior, a stark contrast to analog sensibilities, making it a favorite among younger customers.

MAN ON THE BOON, primarily a classic-casual brand, has been adjusting its line by reducing the emphasis on formal wear as the trend towards formal suits wanes.

Instead, the brand is strengthening its casual line, which includes jumpers and jackets, offering versatile options.

“As whiskey gains popularity among young people, we aim to secure new customers in their 20s and 30s by collaborating with a whiskey bar,” said an official from Shinsegae International.

At the exhibition space, Shinsegae International is showcasing the latest products of MAN ON THE BOON, including a line of knitwear developed in collaboration with a renowned Italian manufacturer, as well as jackets and casual wear.

At the lounge, customers can enjoy exclusive MAN ON THE BOON collaboration cocktails.

The cocktails blend absinthe, lime, and white wine. Upon purchasing one of these beverages, customers receive a 30 percent discount coupon valid at the MAN ON THE BOON offline store.

In a similar vein, global sports brand Reebok under LF Corp., launched an apparel collection in collaboration with Camel Coffee last month.

The collection includes soccer jersey-style t-shirts, ball caps, and sneakers, blending Reebok’s sporty appeal with Camel Coffee’s distinctive vintage charm.

The collaborative products rapidly sold out online, prompting numerous inquiries about restocking, which has now been made available online and offline.

By Chung Seul-gi and Minu Kim

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