CRITIC is available at Pancoat-Store!
[INTRODUCTION]
CRITIC is a brand started in 2005 by a creative crew called Savant. It is South Korea’s first generation of street brand style clothing featuring a graphical attempt of the Korean alphabet (Hangul) with designs such as “ㄱㅡㄱㅎㅏㄴ”, “Oh My God”, etc. on military style wear, outdoor work wear, and vintage wear. CRITIC incorporates satirical elements along with distinctive styles in its collection, based on the past and present. In particular, since its establishment, the concept of “critical thinking” with satirical elements that are graphically conveyed to people, gives pleasure to those who understand and sympathize with its message. The goal of CRITIC is the deliverance of that satirical message through its fashion.
IDENTITY: “ㄱㅡㄱㅎㅏㄴ”, “Oh My God”, Korean alphabet letters (Hangul) in graphic form, and caricatures, and enjoyable graphics.
PRODUCT: Military, outdoor, workwear, and vintage styles.
STAR/CELEBRITY: Targeted celebrity and Korean idol centralized marketing for brand exposure.
