South Korean fashion platform Musinsa, through its subsidiary Musinsa Trading, has launched a new sportswear brand, S.O.S, in collaboration with renowned Japanese designer Mihara Yasuhiro, targeting the global market. While Musinsa has previously introduced exclusive foreign brands to the domestic market, this marks their first venture in creating a new brand with a prominent designer.
According to the fashion industry on July 10, Musinsa Trading and Yasuhiro established a joint venture in Japan last June and introduced the new brand, S.O.S. The brand unveiled its products at a pop-up store in Paris last month.
Mihara Yasuhiro, a graduate of Tokyo’s Tama Art University, entered the fashion industry in 1997 with his eponymous brand. He is well-known in South Korea, especially since K-pop stars like BTS, G-Dragon, and Blackpink have worn his designs. His sneakers are so popular that their resale prices can soar more than fourfold. Last year, he held a pop-up exhibition at Lotte Department Store’s main branch.
Musinsa has reportedly been preparing for this brand launch for over a year. S.O.S stands for Sound of Sunrise, symbolizing a beautiful future akin to music, created through the daily drama of life repeating like sunrise. The brand blends skateboarding and surfing culture with retro sports fashion and the designer’s artistic elements.
This article was originally published on July 10, 2024.
