Hankook Tire launches clothing line with fashion brand Handsome

Hankook Tire correctly observes that a cross-industry collaboration between a tyre company and fashion brand “piques curiosity” as these businesses “seem to have less or no connection at all.” But a lack of relatedness hasn’t stopped such an unlikely pairing from becoming reality: Hankook is launching apparel in collaboration with South Korean fashion company Handsome. The products will sell under two casual-clothing brands, System for women and System Homme for men.

The tyre maker explains that it embarked on this unique partnership to “demonstrate its brand identity and commitment to motorsports culture to Millennials and Generation Z.” It anticipates that the clothing collection will offer a “unique opportunity for the young generation to experience the Hankook brand.”

Stated inspirations for the new apparel line include Hankook Tire’s technology, its iON race tyre for electric vehicles and upcoming Formula E partnership. The products illustrate the Hankook brand through both design and texture. Garments are adorned with tyre patterns as well as racetrack and speed-related motifs, offering consumers a “unique experience to peek into the driving culture of Hankook Tire.”

Hankook and Handsome have incorporated the official colour scheme of Formula E – which is also that of iON – into the logo, and the Hankook connection is further cemented by the selection of its Technoring proving ground as the backdrop for fashion shoots.

The collection is sold through Handsome’s online store, thehandsome.com as well as selected System and System Homme shops in South Korea. Hankook is also showcasing the range alongside its iON tyres at a pop-up store in Seoul between 18 and 24 October.

Reaching out to Millennials & Gen-Z

“Hankook Tire is pleased to present another innovative collaboration. We will continue to reach out to Millennials and Generation Z with exciting brand experiences in the future,” says Jimmy Kwon, vice-president of Hankook Tire’s Brand Lab.

This is not the first time Hankook Tire has sought to strengthen ties with Millennials and Generation Z. Previous collaborations include a partnership with the Crazy Racing Kartrider game, crowdfunding for camping items, and the launch of eco-friendly shoes made with recycled tyres.