Explore 4 Premium Sneaker Brands at First.4 Pop-Up Store in Seoul: Limited Edition Releases!

Translation result

A special pop-up in Seoul’s Apgujeong neighborhood is giving visitors the rare chance to try four premium, European-inspired sneaker brands all in one place.

Geumhwa’s marketing team announced the pop-up will run from April 17 through 23 on the B2 level of Hyundai Department Store’s Apgujeong flagship. This event marks the first time First.4’s curation—“Four Colors for One Taste”—is brought to life offline.

This pop-up features Italy’s STOKTON, HIDE & JACK, and Keh-Noo, and the UK’s Good News, with each brand showcasing its distinct heritage and aesthetic.

First, STOKTON began in Tuscany, Italy, in 1978. The brand maintains a 40-year artisanal production system and focuses on balancing quality, design, and comfort. At the pop-up it will present women’s lines VENUS, BLAZE, DISTORY, and STONES, alongside a men’s lineup that highlights material quality and detailing.

Hide & Jack is a premium label led by designer David Tournier Boshiel, who previously served as head shoe designer at Balenciaga and Maison Margiela. Built on a “Dualism” concept, the brand mixes bold colorwork with material contrasts and will present experimental models such as ESSENCE, RABY — a reinterpretation of ’90s street style — and Mini Silverstone, known for its chunky sole.

Noted for its vintage vibe, Keh-Noo reimagines 1970s sports silhouettes with a modern twist. The brand uses suede, eco-leather, and fur textiles paired with a cushioned phylon midsole to deliver a distinctive look and comfortable fit. On site, visitors can try signature models such as the women’s KW series and the men’s KM series.

Finally, the UK brand Good News champions sustainable fashion by using recycled rubber, plastic bottles, and agricultural waste. Founded by former Lacoste designers, the label brings sharp street sensibility and will unveil a broad range of bold, unisex silhouettes such as CHUCKS, SLIMER, and FRANK.

The pop-up will also host a range of customer activities. Guests who photograph a model carrying a large First.4 shopping bag and post it to Instagram will be entered into a draw for gifts, and buyers will receive limited-edition merchandise.

A representative from Geumhwa’s marketing team said the company organized the pop-up to introduce European premium brands with varied heritages and philosophies to local customers in a more meaningful way. “We hope this becomes an opportunity to experience each brand’s unique aesthetics, not just to make purchases,” they added.