Ironic Iconic, Entering the Global Stage with Unique Eyewear

Ironic Iconic is an eyewear brand that presents practical yet sophisticated designs based on the philosophy of "glasses that accompany consumers in everyday life." With its unique concepts and delicate color schemes, it adds a special touch to consumers' daily lives.

To share the brand’s philosophy and vision, we met with CEO Bae Yuhwan of World Trend, who explained the naming and design philosophy of Ironic Iconic, stating that they pursued a brand that is "seemingly ordinary but not ordinary, special but not excessive." This philosophy permeated the entire brand, playing a significant role in establishing the design and marketing direction.

Initially targeting late teens and early twenties with its collections, the brand expanded its direction following positive responses from middle-aged consumers. CEO Bae took this opportunity to derive the slogan "making everyday life comfortable and special," and visualized the brand philosophy by incorporating elements symbolizing ordinariness and uniqueness into the brand logo.

Ironic Iconic strengthened its brand story through the Ballon Collection and Sounds Collection. Inspired by the graceful movements of ballerinas, the Ballon Collection innovatively restructured the traditional nose pad design, gaining great popularity. Additionally, the Sounds Collection, inspired by the works of Russian painter Kandinsky, solidified the brand identity with artistic designs utilizing lines and planes.

Since 2019, with support from the Korea Eyewear Industry Advancement Project, the brand has been able to concretize its identity and establish systematic branding strategies. Through this support, brand manuals including logos and applications were systematized, laying the foundation for global market entry. Achievements such as pop-up stores and certifications in the Japanese and European markets have attracted attention from overseas buyers.

Ironic Iconic plans to expand consumer touchpoints through flagship stores and showrooms and to actively pursue global market penetration. CEO Bae expressed his ambition, saying, "We will discover trends that resonate with consumers worldwide and establish ourselves as a brand that grows together with them."

Focusing on communication with consumers, Ironic Iconic is presenting unique eyewear and growing beyond a simple glasses brand into a global brand that adds specialness to everyday life.