The 75-year-old heritage brand established by an independence activist

Doklipmun started out as an undershirt brand in 1954 and led the domestic fashion market until the 1980s. Afterwards, the main brand PAT took precedence and Doklipmun gradually disappeared. This year, Doklipmun set out a branding plan to re-emerge as a heritage brand with the oldest history in Korea. Finally, Doklipmun opened a heritage pop-up store in Garosu-gil and announced its new start. Design m4 had the opportunity to participate in this project. We sought to deliver the brand image and identity to Generation MZ in a trendy way through this pop-up store.