The effect of BTS was so big that one small brand could develop into a company
In 2021, Jungkook wore clothes from F8ke Chemical Club, a small independent brand, on a live broadcast. Since then, the clothes of the brand worn by Jungkook have been “sold out” and the team behind the products has now grown into a company whose brand is worn by various celebrities.
Thanks to Jungkook, the company’s sales soared and sold out all of its limited-edition inventory overnight. The shirts and pants worn by Jungkook were $230 and $240 respectively, which were not cheap for training clothes, but they quickly sold out after Jungkook’s live broadcast.
In addition, fans were enthusiastic because the brand is gender-neutral.
Regarding Jungkook’s live broadcast, the brand said, “The moment was like a gift,” adding, “Thanks to his influence, the brand has received a lot of love around the world. We received many messages of support and encouragement,” adding “This has certainly been the driving force behind the brand’s further growth, and it will be a huge asset that helps us continue to move forward without losing courage in the process of growing.”
The brand’s social media had only about 759 initial followers, but now it has more than 10,000 followers. Following Jungkook, the brand is loved by various K-pop artists as it is worn by MONSTA X’s Minhyuk and Jooheon. F8ke Chemical Club has also been invited to Seoul Fashion Week this year, building its position as a fashion brand.
