Shinsegae International, the official distributor of UGG in Korea, has tapped Yeonjun of Tomorrow X Together (TXT) as its new Asia-Pacific (APAC) brand ambassador. This move signals the company’s stronger focus on the men’s footwear market ahead of the 2025 Autumn/Winter season.
Expanding Beyond a Female-Centric Image
Once known mainly as women’s boots in the early 2000s, UGG has seen a notable surge in men’s demand, driven by the retro trend and rising preference for stylish but practical footwear. Sales among young male customers, particularly in their 20s and 30s, have been climbing. The brand also recorded a high sell-through of men’s sandals during the summer, reflecting growing male interest.
Why Yeonjun?
UGG explained that Yeonjun’s popularity and fashion-forward style made him the right fit for this season’s strategy. While male models have occasionally been used in one-off campaigns, this marks the brand’s first official ambassador contract with a male idol. “Yeonjun’s image aligns well with the values of UGG,” the company noted. Starting this month, he’ll be fronting campaign visuals and styling content across APAC.
New Collection Highlights
At the same time, UGG introduced its 2025 A/W Collection along with a new pictorial featuring Yeonjun. The centerpiece item is the Heritage Utility suede platform boots, designed with a bold yellow sole, waterproof suede, and high-traction rubber for better function in wet or cold conditions. The ankle can also be adjusted with a lace for customized styling.
Also featured is the Tasman Weather Hybrid shoes, made from premium full-grain suede, offering natural creasing, warmth, and moisture-wicking performance—while maintaining a luxury finish. The line also includes sneakers, slippers, and an expanded apparel range, from sweatshirts to outerwear, incorporating sheepskin and signature stitching.
Pop-up Store at Shinsegae Gangnam
To mark the launch, UGG will host a pop-up store at Shinsegae Department Store Gangnam’s “The Stage” from October 1 to 12. The event will showcase the new A/W lineup, with Yeonjun’s campaign visuals featured throughout the venue.
Source (news.nate.)
