Kyndof's 2000Archives Now Distributed in Around 20 Countries

2000Archives, a women's designer brand run by Kyndof (CEO Kim Seon-bin), is drawing considerable attention among the MZ generation. The football T-shirt worn by Minji of the idol group NewJeans and the geek-chic rimless glasses worn by aespa's Karina became known as products of the brand, which led to explosive popularity.

Launched in September 2020, 2000Archives pursues an image of an independent, self-assured woman who confidently reveals her own sensuality. Most of the brand's customers are women in their 20s and 30s, largely shoppers with strong individuality and a clear sense of their own style.

In the 2024 FW collection, the TEAMARCHIVES JACQUARD CAP, the TEAMARCHIVES BEANIE, the NATIONAL RACING HOOD ZIP UP and the TEAMARCHIVES OVERSIZED T are leading sales.

The Print Tights products are also worth watching. On November 11, the brand held a 'Tight Day' event on its own online store. In the early days, few brands offered print tights, so many customers regarded 2000Archives as a 'stockings specialist brand.' Judging that such a fixed impression stood in the way of 2000Archives moving forward as a fashion brand, the company went through a period of not releasing print tights at all.

The 'Tight Day' event held in November, however, came now that 2000Archives has established itself as a fashion brand, and was run to give early customers another chance to buy tights and, internally, to 'return to the original intent.' The brand has also set a plan to build up print tights as a core signature item going forward.

Its distribution currently runs online mainly through its own store as well as Musinsa, 29CM, W Concept and EQL. Offline, it operates shop-in-shops at EMPTY in Seongsu, Seoul, and at the Visual Aid store in Yeonnam-dong, Seoul.

2000Archives has also established itself as a popular brand overseas. In Japan it is sold at the well-known select shops Royal Flash, Nubian, Beams and GR8. It is also distributed in some 20 countries including the United States, Europe, Southeast Asia and China.

On the brand's goals for 2025, CEO Kim Seon-bin said, 'Next year we intend to strengthen offline while focusing even more on domestic consumers with online at the center. Where we previously made the products we wanted to make, from next year we plan to concentrate on planning the products consumers want.'

Kyndof, which runs 2000Archives, also intends to provide an integrated infrastructure service that supports growth in the fashion industry. Kim pointed to the problem that most fashion brands spend excessive time on work outside actual product development, such as financial management, logistics, customer service, production management and marketing. The company is accordingly developing an IT platform for brand operations that lets fashion brands handle design, production, marketing and distribution on a single platform and concentrate on product development.

From November through this December the company also held the 2000Archives Fashion Design Contest & Awards, a program to foster the next generation of fashion designers. It was run to help create an environment in which fashion designers can raise their profile and gain attention, and from the next edition it will also be open to current students and graduates of universities located overseas as well as in Korea.