BIRTHDAYSUIT is a unisex fashion brand launched in Seoul, South Korea, in 2017. As a designer private brand developed by IAMSHOP, it creates items including cut-and-sew pieces, shirts, outerwear, and pants. Taking as its starting point the name’s dual meanings of “formal attire for a king’s birthday” and “nakedness,” the brand focuses on the clothes themselves and how they feel against the skin rather than on complex symbolism. Centered on premium basics that prioritize the texture of clothing closest to bare skin, it works from the material development stage and is distributed mainly across Asia through channels including MUSINSA.
Concept
Clothes that don't necessarily contain complicated symbolisms but present the best feelings when touched.