Tagline
Warmth and style; luxury craftsmanship, not an impossible dream.
Areal is a luxury-oriented urban sub-brand launched by the Bosideng Group in 2025. With Kim Jones as creative director, it focuses on men’s and women’s down apparel and outerwear, as well as accessories, combining the company’s down technology with high-end design. The brand name combines “Area” (an undefined domain) and “Real” (genuine insight). It was introduced as a premium line for urban living, using modular layering and high-performance materials.
Concept
"Area" symbolizes an undefined domain, while "Real" represents genuine insight and a spirit of extreme exploration.