ATiiSSU is a brand by the creator of the famous sunglass label Gentle Monster and Korean fragrance label TAMBURINS, IICOMBINED. And it is here with a collection that turns women’s stockings upside down on heads, instead of wearing them on their legs.
It follows the “Machikomaki” trend
And this strange yet unique trend follows the already different style of hats over scarves. It’s become a new norm, especially after G-Dragon and Hailey Beiber showed it off! It’s been making waves since around 2023, thanks in part to stars like BLACKPINK’s Jennie, Hailey Bieber, and Kendall Jenner rocking cute retro “Machikomaki” style. But it wasn’t just them! G-Dragon’s scarf over cap also sparked a major trend.
With so many people embracing these headwear styles, it’s time for brands to step up and offer fresh and exciting designs.
And guess who’s here to meet the fashion-forward crowd? ATiiSSU!
About ATiiSSU – Korean Headwear Brand
ATiiSSU is a Korean headwear brand from the Korean fashion giant, IICOMBINED with two defining principles, that are showcased in its name as well.
ATiiSSU, a name that blends “timeless” and “issue,” embodies the brand’s philosophy. It is all about timeless design that stands the test of time. They don’t follow trends, they push the boundaries of fashion and redefine headwear with their unique and innovative designs.
The brand’s motto is to “redefine the headwear category in fashion with experimental design and a unique aesthetic worldview.”
The First Collection
The brand’s first collection is the “Stocking Collection”, and it’s a real head-turner! It’s the first in a series of innovative designs that blend art and wearable statement pieces. It’s like a Y2K aesthetic with some tech-inspired features. There are more than 100 types of headwear, ranging from caps, beanies, bucket hats, baclavas, and so much more.
At the time of launch, the details were still mystery but we got a sneak peak from Felix of Stray Kids. On April 30th, Felix from Stray Kids shared a photo of himself rocking a cozy knit hat on Instagram. The post went viral, racking up over 2.7 million likes! It quickly brought the world’s attention to the headwear brand ATiiSSU from Seoul, South Korea.
Other influencers, including Risabae and Heejoo also showcased brand’s coolest and unique wear, further increasing the buzz among fans.
Release Details
The price is super affordable, ranging from 72,000 won to 148,000 won. It’s sure to be a hit with young folks like Gen Z, who are super sensitive to pricey things.
You can check out for more updates on the brand’s official Instagram and website. Stay tuned!
The brand also has a flagship store in Apgujeong, Gangnam-gu, Seoul which opened on May 21.
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