GS Shop said on the 16th that it will unveil the spring/summer (SS) collection from its in-house label, Buntroy.
Buntroy debuted last year with an “urban athleisure” focus that put comfort front and center. This season the brand is pivoting toward “performance workwear,” dialing up functionality and freedom of movement. With demand for suits dipping and business casual rising, the line answers the need for versatile pieces that work both for the office and everyday life.
This season Buntroy became the first GS Shop in-house label to officially launch a men’s line, unveiling seven men’s items. It’s a clear expansion beyond the brand’s previous women-centered assortment, positioning Buntroy to serve both men and women.
Notably, all of the men’s item lookbook images were produced using AI models — a first among GS Shop’s in-house fashion brands. The company leaned on AI to vividly convey the stretch and active performance of Buntroy’s fabrics.
When GS Shop first showcased the Buntroy SS collection on its TV broadcast on the 10th, orders reached 530,000,000 KRW (approximately 397,500 USD) within 39 minutes of the initial airing. Pieces like the Bel-Air Multi Pants and the Flexura Active Shirt each sold more than 15,000 units, pushing the collection to 126% of its sales target.
On the 18th at 9:45 PM, GS Shop’s TV broadcast will present the men’s Askin short-sleeve knit (two styles); the Flexura jacket and pants (men’s and women’s); two Glideflex pants (women’s); and women’s capri pants.
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