Editor’s Note
**Editor’s Note:** From October 15–19, MAN ON THE BOON will host the Cheongdam Vintage Market at its flagship store, offering limited-edition vintage watches, eyewear, clothing, and jewelry in collaboration with domestic and international vintage shops.
From the 15th to the 19th, the Cheongdam flagship store will host a vintage market featuring limited-edition items including vintage watches, eyewear, clothing, and jewelry. Shinsegae International’s men’s lifestyle brand MAN ON THE BOON is strengthening its taste-driven content centered around the Cheongdam flagship store. The brand announced it will operate the ‘Cheongdam Vintage Market’ in collaboration with domestic and international vintage shops from the 15th to the 19th of this month.
This event was planned to expand the MAN ON THE BOON Cheongdam store, which opened last year, from a simple sales space into a platform that proposes male customers’ tastes and lifestyles. The Cheongdam flagship store, which integrates the brand’s targeted male lifestyle, has continuously presented content reflecting the interests of premium customers, broadening the brand experience. This vintage market goes beyond clothing sales, showcasing men’s segmented tastes—including watches, eyewear, jewelry, and custom products—in one space.
The starting point of the event is the memory of flea markets experienced by MAN ON THE BOON’s Creative Director Kim Si-hyung during his childhood in Los Angeles, USA. The free-spirited vintage sensibility unique to local flea markets has been reinterpreted into the luxurious atmosphere of the Cheongdam flagship store, with a focus on the customer’s experience of discovering and selecting products themselves. This can be seen as an offline content strategy responding to the consumption trend that values scarcity and personal taste over standardized brand stores.
Recently, the fashion industry has seen a growing interest in vintage products as consumers increasingly seek items different from others. Particularly among younger generations, visiting vintage shops to discover products has become a form of play culture and a way to express personal taste. According to reports from Boston Consulting Group (BCG) and others cited by the company, the global second-hand fashion and luxury market is projected to grow from $210 billion (approximately 310 trillion KRW) in 2025 to $360 billion (approximately 531 trillion KRW) by 2030.
A total of four brands will participate in this Cheongdam Vintage Market: luxury vintage watch collector ‘Yongjeong Collection’, vintage eyewear specialist ‘Old Good Things’, vintage custom artist ‘Didier’, and LA-based vintage store ‘Silver Lake Market’. Each participating brand will showcase vintage products with different categories and sensibilities, broadening the scope of male lifestyle offerings at MAN ON THE BOON Cheongdam.
The product lineup focuses on exclusivity and collectibility. During the event, approximately 50 vintage watches, 40 vintage eyewear pieces, and 15 special MAN ON THE BOON vintage collection items will be sold in limited quantities. Additionally, a trunk show will feature vintage products specially selected for MAN ON THE BOON and jewelry imported from the USA. Rather than simply displaying curated products, the event combines the expertise of domestic and international vintage shops with MAN ON THE BOON’s spatial concept, allowing customers to experience the background and rarity of the products firsthand.
On-site programs for visiting customers have also been prepared. Adult customers visiting the store during the event period will be offered a welcome drink featuring American bourbon whiskey ‘Michter’s’. Customers who purchase vintage products will receive a specially made MAN ON THE BOON vintage market exclusive eco-bag and two stickers, while supplies last. On the opening day, the 15th, a photo booth will be available for customers to freely take certification photos. This setup aims to increase dwell time and spread the store visit experience as content.