MUSINSA TRADING, a subsidiary of MUSINSA specializing in fashion brand business, has signed a domestic distribution partnership with Japanese streetwear brand UNDERCOVER and will launch the brand's first store in Korea next month.
UNDERCOVER is a Japanese fashion brand founded in 1993 by designer Jun Takahashi. The brand is known for its distinctive graphic elements and visual artwork, which draw inspiration from literature, music, and the arts.
With its bold and unconventional design language, UNDERCOVER has gained international recognition for seamlessly blending streetwear and high fashion. The brand has also collaborated with major global names, including Nike, Givenchy, and Levi’s.
Through this partnership, MUSINSA Trading will open UNDERCOVER’s first standalone store in Korea at a prime retail location in Seoul by the end of August. The company also plans to gradually expand the brand’s offline distribution network nationwide. In addition, the 2025 Fall/Winter collection will be launched through 29CM and MUSINSA EMPTY, to strengthen connections with the brand’s target audience.
MUSINSA TRADING is focused on growing global street fashion brands through branding and marketing strategies tailored to Korean consumer preferences. In particular, the company has strengthened its expertise and capabilities in international brand distribution by establishing successive partnerships this year with Japan-based fashion brands such as Y-3 and A BATHING APE®.
An official from MUSINSA TRADING stated, “By officially distributing Japan’s leading streetwear brands—each of which has evolved alongside subculture for over 30 years—we aim to diversify the local fashion ecosystem and broaden the style preferences of fashion enthusiasts.” They added, “As K-fashion brands continue to grow and the influence of the Korean fashion market strengthens, an increasing number of global brands are actively considering entering the Korean market.”