POST ARCHIVE FACTION (PAF) Announced as Guest Designer at July 2025 Pitti Uomo
The South Korean brand will showcase its SS26 collection at the Summer edition of the Men’s trade fair.
The highly anticipated menswear trade show Pitti Uomo has announced that during its July 2025 edition, South Korean streetwear brand POST ARCHIVE FACTION (PAF) will debut an SS25 collection as the show’s honorary guest designer. While the exact date and format are still under wraps, the show will be supported by South Korea’s Ministry of Culture and Tourism and its Korea Creative Content Agency.
Founded in 2018, the brand started by Dongjoon Lim and Sookyo Jeong has gained global recognition for its unconventional streetwear, often employing innovative techniques and materials. The brand has worked on major collaborations, putting its avant-garde spin on On’s Cloudmonster 2 and Cloudventure Peak, as well as Clarks’ Wallabee Boot.
In a statement for WWD, director of communications and events at trade show operator Pitti Immagine Lapo Cianchi emphasized the increasing relevance of the South Korean brands in the industry as a whole. “For several seasons now at Pitti, we’ve been paying particular attention to the culture and aesthetic of South Korea. It’s a growing market, highly significant for Italian fashion and for the fair – considering the strong turnout of journalists and business professionals at Pitti Uomo – but also a fertile ground for scouting the new generation of fashion designers and young creatives who stand out for their versatility and ability to connect different artistic languages and disciplines,” he said.
Stay tuned to Hypebeast for updates on the forthcoming POST ARCHIVE FACTION (PAF) presentation at Pitti Uomo.
