< Photo by: Helinox Wear>

- An 11-day pop-up marking the brand’s first journey that embodies its expansion philosophy from “Gear” to “Wear”

- Urban outdoor sensibility brought to life, earning strong visitor response and early sell-outs of select items

- Will focus on its direct-to-consumer online channel this year, with plans to expand to around 10 physical retail locations, including flagship stores, starting next year

Helinox Wear, the wearable gear brand operated by the KOLON Industries FnC Organization (KOLON FnC), has successfully concluded its first pop-up store, “HELINOX THE FIRST EDITION,” held in Hannam-dong, Seoul, from October 23 to November 2.

Presented alongside the brand’s official launch, the pop-up marked Helinox Wear’s first offline presence and brought to life its philosophy of expanding from “Gear” to “Wear” through both spatial design and product presentation. The first floor showcased the Edition 1 series, a seasonless lineup that encapsulates the brand’s core identity. Centered on key pieces such as the Eclipse Pack Down Jacket and Eclipse Pack Down Vest, the space visually illustrated Helinox Wear’s technical construction and modular design process.

The second floor highlighted the Helinox Wear Fall/Winter 2025 collection, staged around the contrasting elements of darkness and light to accentuate each product’s form and texture. Throughout the space, the brand expressed a balanced harmony between function and aesthetics, as well as between contrasting values.

Through this pop-up, Helinox Wear offered visitors a natural and immersive way to experience its vision of “urban outdoor” sensibility. The rooftop, overlooking Namsan, was designed as a place of rest where city and nature intersect. In addition, a range of interactive programs enhanced the visitor experience, including HeliDrop, a score-based game available daily for a limited two-hour window, and Slow Trail, a guided walk through Namsan Park led by a forest interpreter.

Over the 11-day period, the pop-up welcomed approximately 6,000 visitors, including fashion and outdoor industry professionals, general customers, and international travelers. Products emphasizing structural silhouettes, lightweight construction, and functional detailing drew particular attention. Items ranging from down jackets to base layers, including the Eclipse Pack Down Jacket and Vest, the Reflective Eclipse Down Jacket, and the Polartec Alpha Direct Hoodie, received strong interest, with several styles selling out early. Visitors responded positively, with comments such as, “You can truly feel the technical expertise of Helinox and KOLON FnC translated into clothing,” and “It stands up as a performance outdoor brand.”

A Helinox Wear representative said, “This pop-up store marked a symbolic starting point in extending the technology and philosophy Helinox has built over time into a wearable experience. The turnout and on-site response exceeded expectations, reaffirming the potential of Helinox Wear as ‘wearable gear.’ Going forward, we plan to broaden our product spectrum by expanding both performance-driven and lifestyle-focused offerings.”

Building on the success of the pop-up, Helinox Wear will focus on its direct-to-consumer online channel this year. Starting next year, the brand plans to expand its physical retail presence, targeting the opening of approximately 10 locations, including flagship stores and placements in major department stores. Further details are available on the official Helinox Wear Instagram.

[Helinox Wear Official Channels] 

Official online store: https://helinoxwear.com/

Instagram: https://www.instagram.com/helinoxwear/