F&F Supra Achieves 30 Billion KRW New Product Orders in China for Next Year

US Street Lifestyle Brand

Unusually High Initial Order Amount
First Local Store Opening in Shanghai at the End of This Month
Flagship Store Opening in Myeongdong, Korea

Street lifestyle brand 'Supra,' operated by F&F, has achieved its first order worth 30 billion KRW in China. The company expects it to leap forward as a global brand following its flagship brand MLB.

Interior of the flagship store opened by Supra in Myeongdong, Jung-gu, Seoul [Photo by F&F]

According to industry sources on the 25th, Supra recently confirmed orders worth 30 billion KRW through a spring/summer (SS) new product order meeting held in Shanghai, China, inviting major local distributors of F&F's MLB brand. The 30 billion KRW order amount is an unusual figure for a first order, and the company evaluated that it confirmed the local market's interest in the birth of a 'second MLB.'

The order meeting attracted attention not only from China but also from large distributors such as the Baliram Group from Singapore and Indonesia. At the event, the shoes 'Bader X,' which matched well with the dynamic and active lifestyle of the Chinese MZ generation (Millennials + Generation Z) and featured various colors, received many selections, and inner products such as T-shirts and shirts also gained popularity.

Supra is a premium street fashion brand launched in 2006 based on the skateboarding culture of Los Angeles, USA. After F&F acquired the trademark rights in 2020, it transformed from focusing mainly on skateboarding shoes to a comprehensive fashion brand encompassing hats, clothing, and more. It has differentiated its branding through digital fashion utilizing metaverse and non-fungible tokens (NFTs).

With full investment and cooperation from MLB's major distributors, F&F plans to open five Supra stores in major Chinese cities, starting with the first store in Shanghai at the end of this month, followed by Guangzhou and Beijing. Additionally, it plans to open a total of 25 more stores by the end of the year. The goal is to have about 200 stores by the end of 2024. The company has plans to expand the brand into various Asian countries following the existing markets in the United States, South Korea, and China.

An F&F official said, "The Chinese street fashion market is thirsty for the emergence of new brands that can meet the needs of the MZ generation, who pursue casual, hip, and premium styles simultaneously," adding, "We will use the Chinese market as a foothold to expand our global reach across the Asian region."

Meanwhile, domestically, the first flagship store was opened in Myeongdong, Jung-gu, Seoul, a fashion hub. Opened on the 22nd, this store features a design reflecting skateboarding heritage and an interior using 'BAYC (Bored Ape Yacht Club)' graphics, allowing customers to feel Supra's unique witty sensibility. In the second half of this year, the company plans to continue expanding offline stores in major domestic distribution channels, including opening a second flagship store in Hannam-dong, Yongsan-gu, Seoul.

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