Hankook Tire launches a clothing line with fashion brand Handsome
- To connect with Gen Z and Millennials for them to experience Hankook Tire brand through fashion
- Clothing design inspired by Hankook Tire's innovative technology and upcoming Formula E partnership
- Apparel on sale at Handsome’s online and some of the offline stores in Seoul, Korea from October 18
Seoul, Korea, October 18, 2022 – Global leading tire company Hankook Tire is launching apparel made in collaboration with South Korean fashion company Handsome. The collaborative products will be sold under the two casual-clothing brands, SYSTEM for women and SYSTEM HOMME for men.
The cross-industry collaboration between the tire company and fashion brand piques curiosity as the two seem to have less or no connection at all. Hankook Tire embarked on the unique partnership to demonstrate its brand identity and commitment to motorsports culture to Millennials and Generation Z. This innovative clothing collection is expected to offer a unique opportunity for the young generation to experience the Hankook brand.
The new apparel line was inspired by Hankook Tire’s innovative technology, its iON race tire for electric vehicles, and the upcoming partnership of Formula E. Hankook Tire is designated as the official sponsor of the world’s first all-electric racing series from the 2022/23 season, and will supply its EV-specific race tire iON (pronounced as /ai'on/) to all Gen3 race cars.
The product line illustrates Hankook’s brand through both design and texture. Tire patterns, a racing track, and the fast speeds reached by race cars are portrayed on the apparel, offering consumers a unique experience to peek into the driving culture of Hankook Tire. The official colors of Formula E - which are also the official color for iON, Hankook’s premium tire for electric cars - are incorporated in the logo, giving the product another interesting factor to look forward to. The fashion editorials were filmed at Hankook Technoring, the largest tire test track in Asia, delivering state-of-the-art and future-oriented mood.
The collection is on sale at Handsome’s online mall, thehandsome.com as well as at some of the offline stores of SYSTEM and SYSTEM HOMME. Apart from the collaboration launch, Hankook Tire announced the opening of a pop-up store from October 18 to 24 in RSG Waver Riders, a motorcycle-themed coffee shop located in Seoul, Korea. Here, the company showcases its iON race tire being supplied to Formula E along with futuristic concept tires and RC cars. Hankook Tire hopes to communicate to the younger generation its brand heritage, innovative technology, and unique brand culture through the exhibition.
"Hankook Tire is pleased to present another innovative collaboration. We will continue to reach out to Millennials and Generation Z with exciting brand experiences in the future" says Jimmy Kwon, Vice President of Hankook Tire’s Brand Lab.
This is not the first time Hankook Tire endeavored to strengthen ties with Millennials and Generation Z. Previously, Hankook had collaborated with Crazy Racing Kartrider game, set up crowdfunding for camping items, and launched eco-friendly shoes made with recycled tires in collaboration with shoe brands. Hankook also tried to authentically connect with the Millennials and Gen Z through MADE IN HANKOOK event held recently following last year where the company shared its vision in a stylish and creative way.