South Korea’s fashion industry just got its next major player—and it’s not a clothing label. ATIISU, the new Korean hat brand launched by Gentle Monster’s parent company iAi Combine, is poised to become the next must-know name in K-fashion. With a flagship store now open in Sinsa-dong, Gangnam, and a disruptive vision for the Korean hat category, ATIISU is shaping up to be more than a spin-off—it’s a statement.
Korean Hats Meet The Gentle Monster Blueprint
If you know Gentle Monster, you know their formula: niche category, high-concept design, and massive influencer clout. After eyewear (Gentle Monster), beauty (Tamburins), and even desserts (Nudake), iAi Combine’s latest move into hats—excuse us, headwear—is no random pivot. It’s a calculated leap into the booming accessories market, one that’s proving to be more recession-proof and globally scalable than clothes.
According to this new Korean hat brand, ATIISU (a mashup of “A Timeless Issue”), the brand isn’t just launching products—it’s reimagining what headwear can be. Their debut collection, featuring over 100 styles including caps, balaclavas, beanies, and bucket hats, brings avant-garde elements rarely seen in everyday fashion. Think winged details, corset-like silhouettes, and textures that recall pantyhose. These aren’t your basic baseball caps.
Accessories Are the Future of K-Fashion
In a market increasingly focused on global scalability, accessories are proving to be the smart bet. They’re not bound by season, size, or body type—making them ideal for international expansion and digital sales. EMIS, another Korean accessories brand that’s made its name off logo caps and bags, saw sales jump 155% last year. F&F’s MLB also rode hats to a billion-dollar business before expanding into full lifestyle apparel.
iAi Combine’s bet on ATIISU follows this logic. Last year, the company recorded ₩789.1 billion in revenue with an operating profit margin of 30%—massive compared to other premium fashion players like Handsome or Shinsegae International. Their low cost of goods sold (just 16%) points to a strategy that favors design innovation and global appeal over bulk production.
Viral From Day One—Thanks to Felix of Stray Kids
Before the store even opened, the Korean hat brand ATIISU was already trending. Stray Kids’ Felix posted a shot wearing one of their caps—setting off a storm of social shares, fan edits, and reposts. In just six days, the brand’s Instagram hit 25,000 followers. Offline, the new flagship in Sinsa sits just meters from Gentle Monster’s iconic Dosan store, already making it a new stop on Seoul’s fashion pilgrimage route.
ATIISU’s physical space, purchased for ₩28.5 billion, spans over 300 square meters and fits into iAi Combine’s now-signature retail playbook: immersive, camera-ready, and packed with story. Like Gentle Monster, ATIISU isn’t just selling product—it’s selling a world.
How ATIISU Differs from Other Korean Hat Brands
ATIISU enters a competitive arena—but one that’s booming. In recent years, Korean hat and accessory brands have become some of the most profitable players in the fashion industry.
One of the most impressive success stories in Korean accessories, EMIS exploded in 2024 with its clean, logo-centric caps and tote bags. Sales surged 155% year-over-year to ₩86.3 billion, with a jaw-dropping 194% spike in operating profit. EMIS mastered minimalism and built a loyal Gen Z fanbase, expanding rapidly into Japan, Bangkok, and Macau.
While EMIS thrives on simplicity and logo identity, ATIISU aims for fashion-forward conceptual design. Where EMIS keeps it clean, ATIISU pushes boundaries—incorporating wings, textures, and couture-inspired silhouettes. It’s less about branding, more about world-building.
Operated by F&F, MLB Korea has long been a retail juggernaut. Originally known for its New York Yankees hats, the brand has evolved into a full lifestyle label with annual sales surpassing ₩1 trillion. Hats once made up over 60% of its revenue, but the brand now sells clothing, shoes, and accessories.
Unlike MLB, which leans heavily on American sports heritage and logo licensing, ATIISU offers an original, Korean-born aesthetic rooted in conceptual storytelling. It’s a fresh alternative for fashion fans bored of Western logos and looking for uniquely local Korean hats style.
Known for its elevated basics and accessories, MATIN KIM saw massive growth in 2024—recording ₩150 billion in revenue. Roughly half of its sales come from bags, wallets, and hats. The brand’s recent store launch in Tokyo’s Shibuya hit ₩300 million in sales in just four days.
While MATIN KIM merges minimalism with quiet luxury, ATIISU takes the artistic route. The two brands share an audience, but ATIISU appeals more to the experimental dressers and streetwear-savvy consumers who crave statement-making design.
The Global Vision: More Than Just Korea
With 40% of iAi Combine’s sales already coming from overseas—especially China, Japan, and the U.S.—ATIISU is clearly being positioned as a global luxury accessory brand. K-pop star endorsements and a high-design aesthetic give it the K-wave firepower needed to compete abroad, while the focus on accessories aligns with consumer trends favoring flexible, expressive fashion over seasonal wardrobes.
The Korean hat brand ATIISU isn’t just about hats — it’s a new fashion attitude. With its fearless design, strategic marketing, and K-pop backing, ATIISU is shaping up to be Korea’s next big cultural export. If Gentle Monster made sunglasses cool again, ATIISU might just do the same for hats—sorry, headwear.
