Musinsa Partners with Sneaker YouTubers to Establish MCN

[Asia Economy Reporter Yujin Cho] Online fashion platform Musinsa is establishing 'Original Lab,' a fashion-specialized multi-channel network (MCN) company, in collaboration with sneaker YouTuber Wadi, to foster fashion YouTube channels and brands.

Original Lab is a newly established corporation founded by Musinsa and CEO Youngdae Go, a sneaker influencer, with the shared goal of revitalizing the Korean fashion ecosystem and launching domestic brands with originality for global expansion.

CEO Youngdae Go is a sneakerhead who has operated the YouTube channel 'Wadi's Shoe Closet' for five years, amassing approximately 155,000 subscribers. He has led efforts to promote Korean sneaker and street fashion scenes through creative content such as shoe product reviews, overseas store explorations, and region-based brand introductions. Additionally, he has built a distinguished career specializing in domestic and international content and fashion industry trends and market analysis, having worked for over 10 years in service planning, marketing, and global partnerships at Samsung Electronics' wireless division.

Musinsa and CEO Youngdae Go plan to actively utilize the human and material resources they have accumulated in the fashion and content industries to focus on producing content with originality centered on domestic and international street culture and nurturing fashion influencers. They also intend to continue multifaceted cooperation, including launching new brands recognized not only domestically but also in overseas markets through collaborations with influencers.

A Musinsa representative stated, “Original Lab plans to focus on the media role of growing influencer channels optimized for fashion brands and the commerce area that incubates new brands based on YouTube,” adding, “We will introduce a new form of influencer business differentiated from existing MCN companies.”

This content was produced with the assistance of AI translation services.