This May, a wave of domestic and international labels rolled out their 26SS collections and opened immersive retail spaces that put each brand’s identity front and center. Expect plenty of events and tempting perks, too.
Leading the charge, global outdoor brand The North Face unveiled a new Lotte World Mall Megastore where visitors can fully immerse themselves in the brand’s identity and world.
The new store is a roomy, full-line destination where The North Face’s core outdoor range and its Korea-only White Label sit side by side. From running, hiking and climbing gear to seasonal standouts like the Daycamp Jacket and the Reuben Jacket, the assortment is designed for one-stop shopping across tastes and lifestyles.
Built around the concept of an urban exploration hub, the store puts the Summit Series—The North Face’s top-tier technical line—front and center, underscoring the brand’s heritage and performance expertise. Engineered for extreme mountain and polar conditions, the Summit Series continues to be a favorite among serious outdoor and sports enthusiasts.
The footwear area is roughly twice the size of typical stores, and inventory of popular models—such as the high-performance Vectiv trail-running line—has been significantly expanded.
The North Face also beefed up its Korea-exclusive White Label, a line that blends classic outdoor performance with on-trend design and everyday practicality. It’s resonating strongly with trend-aware, individuality-focused shoppers—especially Gen Z.
A new souvenir zone targets international visitors, stocking affordable limited-edition gifts that have proven popular with tourists: The North Face Hangul T-shirts and Hangul eco bags, plus tumblers and mugs featuring Seoul landmarks like Namsan.
To celebrate the opening, the store is running several promotions. Shoppers who hit a set spending threshold will receive a North Face shoe key ring or bear key ring while supplies last. Customers spending 200,000 KRW (about $150) or more can enter a lucky draw for classic North Face favorites like a Gore‑Tex jacket or the Big Shot backpack.
Women’s label Anggae is staging a 26SS pop-up at Stage35 Seongsu in Seoul’s Seongdong District through the 17th, presenting the brand’s distinctive philosophy and aesthetic.
Anggae is a contemporary brand that highlights the female silhouette with fluid, sensual lines to reveal a natural beauty. The label sells on major online platforms like SSF Shop and 29CM, through curated offline stores like Beaker and ZIP(집)739, and at select retailers across the U.S., Europe, Japan and China.
The pop-up visualizes Anggae’s signature layered mood using sheer, translucent fabrics. This season centers on effortless everyday movement, with soft-touch materials and relaxed silhouettes. The palette draws from nature—white, pale blue and pale lemon—and key pieces include knit camisoles, layered tube tops and jacquard denim pants.
Anggae teamed up with ceramic design studio Iak to reimagine ceramics as wearable fashion—think ceramic pieces layered over clothing. The brand is hosting a craft class where participants make ceramic necklaces; sign-ups are available via Anggae’s official Instagram and Iak’s website. Iak’s lifestyle ceramics will be sold at the pop-up as well.
Opening promotions include an Anggae pair of tights for customers who spend 100,000 KRW (about $75) and an Anggae × Iak collaborative ceramic necklace for those who spend 300,000 KRW (about $225).
Global premium sports brand K‑SWISS marked its 60th anniversary with a major rebrand and opened its first Korean flagship in Seoul’s Seongsu‑dong.
Born on the tennis courts of California in 1966, K‑SWISS mixes classic West Coast design with performance roots, straddling sports and lifestyle for decades. The rebrand refreshes that 60‑year essence with a modern touch, aiming to broaden the brand’s values and direction.
The Seongsu flagship encapsulates that shift. The exterior nods to K‑SWISS’s tennis DNA in a striking, literal way, while the interior is an immersive space where products and content come together.
Inside, visitors can explore the refreshed visuals across a wide product range. The store features Korea‑exclusive “Seoul Edition” pieces and collaboration items created with various brands and artists.
There’s also an F&B café that reinterprets the tennis‑court vibe in a contemporary way, turning the flagship into a cultural hangout where the brand’s broader world comes alive beyond shopping.
High‑end outdoor brand TetonBros says its Hybrid Running pop-up at KASINA Dosan is drawing increasing customer interest.
The pop-up combines guided running sessions with experiential retail, tapping into the stay‑retail trend and attracting experience‑driven shoppers. Designed around a running‑track motif, the space lets city dwellers test TetonBros performance gear firsthand; the event runs through the 5th.
On-site, ultralight windbreakers and running vests proved especially popular, reflecting demand for pieces that move seamlessly between urban life and the outdoors. The running collection—highlighting a collaboration with London‑based high‑tech running brand Cemorò—has been a particular draw, and social‑media participation in a verification event is lively.
