More and more shoppers are leaning into pieces that promise lasting value and effortless comfort. Answering that demand, PAT—the pioneering Korean label—is unveiling its PAT Collection for the 26SS season.
The PAT Collection is the clearest statement yet of the brand’s new direction. The line centers on timeless design, steady silhouettes, and premium materials and craftsmanship so each piece feels reliably elevated. Handpicked fabrics and thoughtful finishing deliver a luxe touch while prioritizing real comfort, resulting in everyday basics you’ll reach for season after season. With an ageless sensibility that crosses generations and lifestyles, the collection offers versatile options anyone can wear naturally in daily life.
Under the 26SS campaign, “Comfort Moments,” PAT extends comfort beyond garments to an emotional promise. The campaign spotlights those naturally comfortable instants shared between family, partners, and friends, visually translating an ageless feeling that spans generations and relationships. It’s a reminder that the brand isn’t just selling clothes—it’s aiming to enhance the quality of shared life.
The campaign’s main film, led by actors Yoon Hyun-min and Jang Hee-jin, deepens that narrative. Yoon Hyun-min captures a tender, everyday bond with his mother, while Jang Hee-jin embodies a relaxed, natural rhythm of life surrounded by loved ones. The film also weaves in quiet, relatable moments between fathers and daughters and longtime friends, showing how comfort shows up in many kinds of relationships.
The PAT Collection spans silk-knit pieces, sweaters, linen, carefully selected cottons, and comfort-fit pants. Every item prioritizes the material’s true value and a superior wearing experience, delivering carefully refined quality. Outside the collection, the main line offers styling for three TPOs—time, place, and occasion: polished looks with restrained silhouettes for formal settings, casual separates for everyday wear, and functional, HYBE-led styles for more active moments. Across scenarios, PAT presents a comfortable, ageless point of view that feels distinctively its own.
With the 26SS campaign and the new collection, PAT aims to meet evolving consumer needs while reinterpreting the brand’s long‑standing values for today. The Spring/Summer 2026 arrivals are available on the official online store DLM Mall and at retail locations nationwide.
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