Celebrating Ambiguity and Diversity

Arys Store: Neithers appears to have a unique philosophy of celebrating ambiguity and diversity. How do you define this philosophy and how is it reflected in your designs and creative focus?

Dukhyun Won: Neithers' philosophy revolves around "celebrating ambiguity and diversity for free expression." We seek a flexible style that transcends everyday norms, reflecting individual tastes and life attitudes in our designs. We dismantle traditional fashion boundaries, mixing elements from diverse cultures and eras. For example, we incorporate details inspired by military and outdoor clothing into contemporary jackets and pants. In addition, our creative approach promotes sustainable fashion, prioritizing materials and processes that minimize environmental impact.

Arys Store: The "For All Orcas" campaign appears to have a deep connection to the ocean and its inhabitants. Could you tell us more about how this initiative came about and what its main goal is?

Dukhyun Won: The "For All Orcas" campaign is deeply connected to Neithers' identity. Whales, a source of inspiration for our brand, underline this campaign, which was born out of a deep respect and need to protect marine life. The main objective is to highlight the importance of marine ecosystems and address threats such as illegal whaling. Through this campaign, we seek to educate consumers about the risks facing the oceans and their inhabitants, using our products to spread this message in a sustainable way.

Future Plans and International Expansion

Arys Store: What are your future plans for Neithers and how do you expect the brand to evolve and grow in the coming years?

Dukhyun Won: Neithers is committed to growth focused on sustainability and innovation. Our main objective is to strengthen our presence in the European market, particularly in Germany, where there is a high awareness and demand for practical and sustainable fashion. We plan to expand the use of eco-friendly materials and processes, improve brand recognition and direct communication with consumers through digital marketing and local events.

Arys Store: Being a Korean brand, how do you think Korea's cultural identity influences Neithers' style and aesthetic? Do you have plans for international expansion and how do you plan to maintain the brand's authenticity while venturing into new markets, such as Berlin?

Dukhyun Won: Neithers deeply respects and integrates Korean cultural identity into our design and aesthetic. Traditional Korean elements, from the refined and practical beauty of historic Joseon minimalism to contemporary colors inspired by the natural and urban amalgam of Seoul, are fused with modern design to create unique and innovative styles. As we expand internationally, especially in global cities such as Berlin, we maintain our Korean identity while harmonizing with local cultures. This involves understanding the characteristics of the local market and developing communication strategies based on respect and understanding of local cultures.

Neithers not only seeks to redefine fashion through ambiguity and diversity, but is also deeply committed to sustainability and environmental protection. It is inspiring to see how a fashion brand can use its platform to promote environmental causes. The "For All Orcas" campaign is a perfect example of how fashion can go beyond aesthetics and have a positive impact on the world.

With a clear vision and innovative approach, Neithers is positioning itself as a brand that not only dresses its consumers, but also tells a story and promotes positive change in the world.

If you are looking for functional clothing that reflects your lifestyle and values, Neithers is definitely a brand to follow.