Explore Filippo Piana’s Exclusive Pop-Up Store at Shinsegae: A Must-Visit for Golf Fashion Enthusiasts!

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Italian golf apparel label Filippo Piana is opening a pop-up at Shinsegae Department Store, giving shoppers a chance to meet the brand in person. By placing itself in a major department store, the label aims to accelerate its push into the South Korean market.

FP BIELLA Korea, which represents Filippo Piana locally, said on the 1st that the pop-up will run at the “Golf Expo” in Shinsegae Department Store’s Gangnam branch from the 25th through Oct. 16 and will showcase the brand’s core product lines. Expect classic knitwear with an Italian old‑money vibe, the Blue Line’s lightweight outerwear, and performance-driven pieces. The company says the new fall–winter (FW) releases are designed to work both on the course and in everyday life, leading the athleisure-luxury trend.

The pop-up marks a deliberate step in the brand’s expansion. Born in Biella in northern Italy—a region famed for its fabric mills and tailoring—Filippo Piana has long embodied a “luxury for the few” philosophy. In South Korea, the label initially limited distribution to premium golf clubs, building a reputation as a kind of hidden luxury.

Over the past year, Filippo Piana has been widening its reach. It opened a Cheongdam flagship last year to showcase its brand world and launched a more accessible Blue Line this year. The Shinsegae pop-up follows that broader strategy.

“Despite a limited distribution network to date, Filippo Piana has made a strong impression on Korean customers,” said Shin Seong-bin, vice president of FP BIELLA Korea. “Partnering with a premium retail channel like Shinsegae Department Store will boost brand awareness and serve as a turning point in accelerating our expansion in the domestic market.”