California lifestyle label EPT tapped NCT's Taeyong as its brand ambassador and has launched the 2026 campaign, "Comfort Complete," starring him.
Under the slogan "EPT completes everyday comfort, adding comfort to daily life," the campaign proposes a vision of perfect, everyday ease. Partnering with global artist Taeyong—known for his singular aura—the brand translates daily comfort into a trend-forward, sensory aesthetic.
Alongside the campaign launch, EPT is introducing a capsule collection called "Morning Calm," featuring both footwear and apparel.
The collection reinterprets the passage of time and color across Korea—from tranquil mornings to crimson dusk and violet nights—through a contemporary lens. It also threads in familiar Korean cultural touches, like the playful obsession captured by 얼죽아 (literally "I'd freeze to death for an iced Americano"), across its designs.
Morning Calm includes eight shoe styles and 16 apparel and accessory pieces. Highlights are the "Alicante" low-profile sneaker, a modern take on EPT’s iconic "Court," and the new "Checkmate Driver" driving shoe, developed with Poggy, EPT’s Japan director.
The collection also features tank tops, T-shirts, work jackets, hoodies, and a variety of ball caps that echo the campaign’s mood.
NCT’s Taeyong balanced sleekness with an effortless softness, revealing an unmistakable, undefinable charm. He made the Morning Calm pieces his own, projecting a relaxed yet refined aura.
To mark the campaign, EPT will host an in-person pop-up from May 1–10 at its Seongsu flagship store, where visitors can experience the "Comfort Complete" message and meet Taeyong.
