CODE Korea embodies the essence of Korean culture, fashion, design, and experience. As the guest nation of Pitti Uomo 108, and promoted by the Korea Creative Content Agency (KOCCA), which supports the global expansion of K-pop, K-drama, webtoons, and other Korean content, CODE Korea will present not only fashion but also a broad showcase of contemporary Korean culture within the Polveriera space.
The brands featured in the special CODE Korea project will be Ajobyajo, Finoacinque, Jagoryu, Montsenu, Ordinary People, Okiio Lounge, Valoren, and MAN.G Studio. These brands will engage in networking with global buyers and showcase K-fashion’s industrial potential worldwide by presenting innovative technical fabrics and digital content.
Click on the brands' images to open their Instagram profiles.
AJOBYAJO
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Ajobyajo is a brand that expresses Asia’s subculture as street wear with the sensibility of an outsider. Just as streetwear captures the culture of the time, Ajobyajo captures the culture of Asia’s minorities, creating collections inspired by their culture. This is why various people, not professional models, appear in Ajobyajo's images. Ajobyajo introduces mix-and-match and layered looks of multiple materials based on oversized. Just as various cultures coexist simultaneously, different styles coexist within the Ajobyajo style, harmonizing and colliding with each other to create the unique Ajobyajo style.
FINOACINQUE
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Finoacinque is a shoe brand founded by designer Angela Lee and technician Zuun Kim in 2019. The philosophy of the brand is to believe that shoes are the foundation of every journey, the rhythm of every step. They are more than just an accessory to wear; they are a form of self-expression. Shoes are more than a functional necessity; Finoacinque shoes carry memories and meaning. Finoacinque brings together looking great and feeling good, living creatively, and walking comfortably. "We don't just make shoes, we craft experiences" is the motto of the brand.
JAGORYU
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Jagoryu creates garments that embody the beauty of nature and the quiet sensibility of the East, using used fabrics, natural dyeing, and artisanal craftsmanship to evoke a timeless sense of calm.
MONTSENU
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Based in Seoul, Montsenu is a ready-to-wear brand that interprets the spirit of the times with a focus on sustainability. The brand's identity is rooted in the meaning "dreaming of a new world," highlighting the ambivalent and irrational characteristics of romance with the motto "Harmony in Chaos". Montsenu aims to transcend gender and era, drawing inspiration from cultural and artistic experimentation and historical paradigms, and reinterpreting traditional concepts through contemporary and experimental aesthetics. Montsenu's vision is to employ an architectural approach to design structured silhouettes, free-spirited patterns, mystical colors, unique textures, and handcrafted embellishments.
ORDINARY PEOPLE
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Ordinary People means "ordinary people" or "common people". The brand name was named by giving attention to the uniqueness of ordinary people. “I begin with what’s been forgotten, creased shirts, faded seams, objects once loved and left behind.” For the 26SS season, the designer revisits the language of uniforms. Not just in shape, but in spirit. He disassembles, restores, and recomposes. Each piece is a conversation: between movement and stillness, memory and modernity.
OKIIO LOUNGE
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Between Tension and Ease, Okiio Lounge redefines the idea of the lounge through tailored garments and quietly layered details. Soft fabrics, earth tones, and easy silhouettes reflect a way of being that lives between tension and ease. "Our pieces are made for moving between the studio, the home, and the street. Through space, scent, and sound, we create quiet moments where rest and creativity meet."
VALOREN
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Valoren is a designer brand that aims for "Refined Deconstruction." Even in the dismantling elements, the core of the design is to capture balanced beauty and elaborate details, and it gives the impression of being free and rough on the surface of the clothes, but it constantly agonizes over carefully designed structures and refined emotions. The brand name Valoren is a combination of Valore, which means "value" in Italian, and N (and), which means "value" and contains the philosophy of "branding to create and share value." The gender-bound silhouette, the dismantling yet structural detail, and the sharp completeness felt in the texture and finish are key components of Valoren's design language.
MAN.G STU:DIO - CODE KOREA
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Previously known as MAN.G, the brand has rebranded and evolved into MAN.G Studio, opening a bold new chapter in its creative journey. MAN.G Studio is a unisex brand that seamlessly blends street aesthetics with classic tailoring, all anchored in a signature black-based palette. The collections feature oversized jackets, innerwear, and refined womenswear pieces, such as dresses, shirts, and skirts, infused with the brand’s signature witty and artistic graphic details. The thoughtful incorporation of unique artwork and gender-neutral silhouettes broadens the brand’s appeal, distinguishing MAN.G Studio from fast-moving trends and offering timeless style with a creative edge.
CODE Korea @ Pitti Uomo 108
June 17 - 20, 2025
Superstyling - Polveriera / 1
Fortezza da Basso - Firenze
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