Pokerface Redefines Men’s Fashion With Emotional Tailoring
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SEOUL — April 25, 2025 —
The Pokerface brand is making waves in contemporary fashion through its unique approach. Established in 2016, Pokerface is focused on minimal items that project a cool vibe, as well as creating clothing with a confident image.The brand skillfully crafts outerwear, knits, and shirts, all the while strategically expanding its market reach. With a keen eye for Emotional Tailoring, the brand sets the stage for future trends.
Pokerface: Redefining Men’s Contemporary Fashion with Emotional Tailoring
Pokerface, the male contemporary brand helmed by CEO Seok Tae-sung, is doubling down on strengthening its brand identity (BI). Since its inception,the brand has evolved from its tailoring-based men’s suit origins,strategically incorporating casual sensibilities and minimalist design elements.
The Philosophy Behind the Brand
Launched in 2016,Pokerface distinguishes itself by focusing on minimal items that exude a cool vibe through lively clothes,silhouettes,and details,rather than prioritizing overly comfortable attire. This approach mirrors the brand’s name, embodying a philosophy aimed at creating clothes with a hard attitude and personality in the inside.
Did you know? The term “poker face” originated in the 19th century, referring to a facial expression that conceals one’s true emotions, notably in the game of poker. pokerface, the brand, aims to embody this concept by creating clothing that projects a confident and enigmatic image.
Target Audience and Expansion
The brand primarily targets men aged 25-35. However, Pokerface is actively exploring expansion by experimenting with women’s knits and accessories, broadening its appeal and market reach.
Outerwear: A Signature element
outerwear stands out as a defining element of Pokerface’s brand identity. The brand has established a robust outerwear lineup, emphasizing the development of innovative materials and distinctive fabrics.
Branding-Centered Outerwear: Expanding the Lineup
According to seok Tae-sung, representative of Pokerface, outerwear serves as the brand’s face, transcending its function as a mere product. It does not have a big impact on sales due to the low drainage, but the outer is a brand’s face, not a simple product.
Notably, the brand’s winter outerwear has consistently sold out for the past two years. This year,Pokerface plans to expand its outerwear styles with the addition of new designers.
Key Items: Knits and Shirts
In addition to outerwear, knits and shirts are central to Pokerface’s collection. The check shirt, which gained popularity last year, has seen an increase in production, and the brand is diversifying its shirt styles.
Pro Tip: When selecting a check shirt, consider the scale and color combination of the pattern. Smaller checks offer a more subtle and versatile look, while bolder, contrasting colors can make a statement.
Seasonal Consistency
For the spring/summer season, Pokerface consistently incorporates striped patterns across its entire product line, creating a unified brand aesthetic. This design element extends from shirts and pants to tie accessories, reinforcing the brand’s identity. Rather than reducing its focus on spring outerwear, Pokerface has strengthened its collection of universal, cross-seasonal items such as lightweight knits and shirts. The brand also plans to introduce light padded products for the upcoming winter season.
Strategic Expansion
As its launch, Pokerface has steadily grown through its own online store. Starting last year, the brand began expanding its presence on major platforms such as Musinsa and OCO. A launch on 29cm is also planned for the second half of this year. Offline, Pokerface operates a showroom in Yeonnam-dong, Mapo-gu, Seoul, and is also available at Hyundai Seoul all Rule.This expansion strategy aligns with the recent increase in production volume and consumer demand.
