GS샵 Launches ‘Buntroi’ Men’s Line: 7 Must-Have Performance Workwear Pieces for 2026

Translation result.

GS Shop, the home-shopping arm of GS Retail, announced on March 16 that it will officially launch a men’s line for the first time as part of the spring–summer (S/S) collection from its private-label brand, Buntroi.

Buntroi debuted last year with a comfort-first “Urban Athleisure” vibe. This season, the label shifts toward “performance workwear,” boosting functionality and freedom of movement. The change reflects a clear trend: suit demand is down while business-casual has spread, blurring the line between workwear and everyday style and driving appetite for versatile pieces that work across occasions.

The brand unveiled seven men’s items this season, expanding beyond its women-centered offerings to appeal to both men and women. GS Shop produced the men’s lookbook using an AI model — a first for its private-label fashion brands — and created the campaign video entirely with artificial intelligence to emphasize fabric stretch and mobility.

When GS Shop first showcased the Buntroi collection on its TV program on March 10, orders hit ₩530,000,000 (about $397,500) within 39 minutes. Best-sellers like the Bel-Air Multi Pants and the Flexura Active Shirt each moved more than 15,000 units, pushing sales to 126% of the target.

Flagship item Bel-Air Multi Pants feature a peach-brushed finish on both sides of the fabric, making them easy to wear for everyday life or workouts. The style was a hit last fall/winter (F/W), recording cumulative orders of ₩850,000,000 (about $637,500). For this season, GS Shop adjusted the fit and length based on customer feedback, and all 6,000 units prepared for the first broadcast sold out.

GS Shop plans to introduce additional new pieces during its TV broadcast on the 18th, including the Askin short-sleeve knit, Flexura jacket and pants, Glideflex pants, and Capri pants.