Editor’s Note
Shinsegae International’s MAN ON THE BOON is tapping into taste-driven consumption with a new experiential initiative at its Cheongdam flagship. By partnering with top vintage shops from Korea and abroad, the brand is curating a five-day vintage market aimed at premium male customers—blending heritage style with modern retail strategy.
Shinsegae International’s menswear brand MAN ON THE BOON is expanding experiential content targeting taste-driven consumption, centered around its flagship store. Partnering with renowned domestic and international vintage shops, it has launched a vintage market in Cheongdam to target premium male customers.
On the 15th, Shinsegae International announced that MAN ON THE BOON will operate the ‘Cheongdam Vintage Market’ in collaboration with famous vintage shops from home and abroad at ‘MAN ON THE BOON Cheongdam’ in Gangnam-gu, Seoul, from today until the 19th.
‘MAN ON THE BOON Cheongdam,’ which opened last year, is a flagship store that encapsulates the brand’s pursued male lifestyle. Going beyond a simple sales space, it continuously presents exhibitions and cultural content reflecting the tastes of premium customers, expanding the brand experience.
This event was planned with a motif from the flea market culture that MAN ON THE BOON Creative Director Kim Si-hyung experienced in Los Angeles (LA), USA, during his childhood. It features a reinterpretation of the local, free-spirited vintage sensibility tailored to the Cheongdam flagship store, offering products and content that reflect customers’ tastes and lifestyles.
In the fashion industry, the vintage fashion market is growing rapidly as consumer trends emphasizing individuality and rarity spread. Analysis suggests that among younger consumers, the experience of personally visiting vintage shops to discover rare items has become a culture in itself.
According to Boston Consulting Group (BCG) and others, the global secondhand fashion and luxury market is projected to grow from $210 billion (approx. 310 trillion KRW) in 2025 to $360 billion (approx. 531 trillion KRW) by 2030.
Four brands are participating in this event: ‘Yongjeong Collection,’ a luxury vintage watch specialist; ‘Old Good Things,’ a vintage eyewear store; ‘Didier,’ a vintage custom artist; and ‘Silver Lake Market,’ a vintage store from LA, USA.
At the venue, approximately 50 vintage watches, 40 vintage eyewear pieces, and 15 special MAN ON THE BOON vintage collection items will be sold in limited quantities. A trunk show will also be held, introducing vintage products specially curated for MAN ON THE BOON and jewelry imported from the USA.
Various experiential events are prepared for visiting customers. During the event period, adult customers will be offered a welcome drink using American bourbon whiskey ‘Michter’s.’ Customers who purchase vintage products will receive a limited-edition MAN ON THE BOON vintage market eco-bag and stickers while supplies last. On the first day of the event, a photo booth will be available for free certification shots.