BUNTRÄU’s Performance Workwear: The Future of Hybrid Fashion for Everyday and Fitness
Daniel Kim Views
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Building a product line that covers everyday life
Creating a new category beyond athleisure
“We’re not aiming for just simple office wear — we plan to expand into ‘performance workwear’ that covers everything from daily life to workouts.”
Seo Bo-seok, manager of GS Shop’s Fashion Team 2, told the Seoul Economic Daily in a recent interview that the company plans to strengthen its fashion division around its own label, BUNTRÄU, and carve out a new fashion category that moves beyond conventional athleisure.
Launched last fall/winter (FW), BUNTRÄU sets itself apart with a hybrid approach that blends functionality and versatility. Seo says that one-stop outfits that flow from the commute to daily life to the gym have become more important, and BUNTRÄU focuses on delivering both performance and practicality.
To that end, the brand keeps designs deliberately simple while doubling down on fabric performance. Wrinkle-free finishes, UV protection, and water repellency boost mobility and convenience, all while maintaining a clean, universally wearable look.
The product range has expanded rapidly. What began with pants and shirts—signature pieces like the Bel Air Pants and Glide Flex Pants—has grown to include jackets and knit tops, creating a lineup that covers everyday dressing. The brand recently introduced menswear as well.
Seo notes that GS Shop’s core home-shopping customers—women in their 40s and 50s—are increasingly buying pieces for husbands and even picking up workwear for their sons, naturally widening the brand’s audience.
GS Shop plans to nurture BUNTRÄU aggressively to improve results. In the short term, the company will hunt for standout signature items and build consumer recognition; in the medium to long term, it aims to establish an independent category founded on functional materials.
Seo says the company will accelerate product expansion starting this FW season, leaning on insulated functional fabrics for winter items and experimenting with a range of fits and designs to sharpen the brand identity.
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