Streetwear Needs to get a Grip

Tansanmagnesium is a streetwear brand for CLIMBERS.

And, its new flagship in Seoul's branding epicenter of Seongsu has climbing culture built into every aspect of the store (and products), from large rockface in the lobby, to colossus-size 'chalk hand' ...from ground-floor café up to the retail space above.

The Streetwear x Sports Cross-Over

Tansanmagnesium runs on a similar logic as Malbon Golf — fundamentally streetwear, but with sport as the organising principle.

By embedding climbing culture/ethos into a brand which is mostly a street/fashion brand, Tansanmagnesium is positioned for a critical pivot taking place in fashion.

The importance of this approach right now comes from the fact that streetwear brands are generally sagging giving up ground to sports, athleisure. Consumers are moving quickly towards experiences, sports and activities of substance - away from idol style/image.

So, the sports x street approach here is potentially very interesting.