Tagline
STAY CURIOUS
LAD EDITION is a menswear brand that launched in Seoul, South Korea, in 2023. It offers shirts, pants, outerwear, accessories, and more, proposing free-flowing silhouettes unconstrained by structure, gender, or body type. Drawing inspiration from the rebellious, witty “LAD” culture symbolized by ’90s Britpop and the Korean “hallyang” attitude of keeping one’s own pace rather than being guided by others’ gaze, the brand reinterprets trends and culture from a boy’s perspective. Its official slogan is “STAY CURIOUS.”
Concept
The Boy Who Questions the Line.