Adsum Korea

Adsum Korea is the deliberately-Korean-market expansion of Adsum, the New York-anchored contemporary luxury menswear-and-streetwear brand founded in 2014 by Peter Buchanan-Smith. The Adsum Korea operation was established in 2019 by Korean fashion-distribution group as a deliberately-Korean-anchored expansion of the broader Adsum parent house — the Korean operation serves as the brand's deliberately-K-fashion-export-aesthetic distribution operation. The Adsum Korea vocabulary settled around several recurring elements: deconstructed cotton-and-wool tailored separates with deliberately-Korean-aesthetic proportional construction, hand-printed silk and cotton shirts with deliberately-Korean K-fashion-aesthetic graphic-motif references, the brand's iconic Adsum bucket-hat-and-headwear programme, deliberately-architectural cotton-and-linen ready-to-wear, and a colour palette anchored to washed-navy, ecru, oxblood, washed-charcoal, plus the brand's recurring use of natural-undyed cotton and the iconic Adsum-aesthetic colour combinations. The brand is operated by Korean fashion-distribution group under license from the broader Adsum parent house. Adsum Korea operates approximately 15 retail flagship stores across South Korea — anchored to Seoul (Hannam-dong — the brand's home flagship; Cheongdam-dong), Busan, plus international wholesale through SSENSE, MATCHES, Lane Crawford, the Boontheshop network in Seoul, and a curated set of contemporary-luxury-menswear specialty retailers globally. The brand has been one of the more culturally visible post-2019 K-fashion-export-aesthetic brands.