Thom Browne Opens 'Kids Popup' at Shinsegae Department Store Gangnam Branch

Operation Until the 9th of This Month

Thom Browne, operated by Samsung C&T Fashion Division, announced on the 1st that it has opened a kids collection pop-up store on the 1st floor of Shinsegae Department Store Gangnam.

Thom Browne will operate a 69.42㎡ (approximately 21 pyeong) pop-up store on the 1st floor of Shinsegae Department Store Gangnam, located in Banpo-dong, Seocho-gu, Seoul, until the 9th of this month.

The brand proposed a stylish family look composed of miniature styles of signature products representing the brand, such as 120-count classic suits, downfill jackets, classic 4-bar cardigans, and Oxford shirts, featuring the brand’s iconic RWB grosgrain and 4-bar design points. In particular, Thom Browne emphasized the same level of quality as existing Thom Browne products through precise tailoring and premium craftsmanship. The sizes of kids products offered domestically range from 4 to 12 years old.

Along with the kids collection, various exclusive contents were also introduced. They presented the bespoke Vetiver 175G candle, which elegantly captures Thom Browne’s sensibility inspired by traditional whiskey glass designs, and six fragrances that allow customers to experience the brand’s unique identity. Bags featuring designs inspired by various animals such as elephants, zebras, lions, sheep, and monkeys were also released.

Thom Browne is selling a limited quantity of chocolate sets shaped like four brand icons (Hector, Mr. Thom bag, jacket, wingtip shoes) packaged in a tin case designed with RWB grosgrain during the pop-up period.

Pyo Yu-kyung, head of the Overseas Products Team 1, said, “As trends around VIB and Ten Pocket groups have continued for years, consumer attitudes toward kids luxury goods are forming positively. There is a growing atmosphere where young parents who prefer Thom Browne want to experience the brand with their children and enhance family identity through family looks.”