Shinsegae Inter rebrands men's wear 'Man on the Boon' after 10 years... "Strengthening Korean style"

Reducing Emphasis on European Suits, Strengthening Korean Style
Global Designer Kim Sihyung Appointed as Creative Director

Shinsegae International's menswear brand 'MAN ON THE BOON' announced on the 20th that it will showcase products optimized for Korean men through rebranding.

MAN ON THE BOON is a men's select shop brand launched by Shinsegae International in 2016. It sells self-produced products as well as imported global brands. Marking its 10th anniversary this year, the brand aims to reorganize itself and pursue new growth.

Until now, MAN ON THE BOON has pursued European-style menswear targeting businessmen in their 30s and 40s. Through this rebranding, it will transform into a 'fashion brand for Korean men that anyone can enjoy,' regardless of generation or lifestyle. Strengthening its identity as a Korean brand is the core focus.

To this end, MAN ON THE BOON recruited Kim Si-hyung, a former designer of global fashion brands AMIRI and Fear Of God, as its creative director last year.

Over the past year, MAN ON THE BOON has redefined its brand identity with Director Kim Si-hyung, changing everything including the logo, concept, design, and packaging. They developed fits and designs that best suit the body shape of Korean men and infused stories into them. With the goal of becoming a brand 'that anyone wants to wear and anyone wants to be,' they plan to launch unique MAN ON THE BOON collections and campaigns.

Starting from this spring and summer season, they will newly introduce basic, casual, and classic lines. Each product category will be planned and produced at the most specialized manufacturers for MAN ON THE BOON’s products.

The 'Basic Line' consists of practical daily wear that can be comfortably worn anytime and anywhere. Men can easily create various styles in their daily lives without much concern. The main products are the 'chino (cotton)' category. Using traditional British chino fabric, they will release pants, trench coats, and washed jackets. Additionally, they will offer a variety of fresh pastel-colored products such as Oxford, poplin, and pique polo shirts to welcome the bright spring.

The 'Casual Line' is inspired by classic and vintage American clothing and reinterpreted with a Korean style, produced in a local LA factory. A representative item is the 'denim trucker jacket,' which modernizes the workwear once worn by American truck drivers. They will also release various sweatshirts and pants in natural and vintage tones.

The 'Classic Line' was developed in collaboration with Korean tailors to create masculine yet comfortable silhouettes. Combining premium materials from the UK and Italy with Korean tailoring expertise, MAN ON THE BOON will present a suit and jacket collection ranging from classic fit (CLASSIC FIT) to relaxed fit (RELAXED FIT).

Kim Si-hyung, Creative Director of MAN ON THE BOON, said, “I believe that creating a wardrobe (collection) for Korean men that contains our own true story is the most competitive advantage in the global market,” adding, “Our goal is to grow into a global brand beyond the Asian market by embodying the identity of Korean men's fashion.”

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