XYTS: Retro Remastered
Fashion brand identity
XYTS, pronounced “eg-zits,” is a curated fashion select shop. The name originates from the Greek XYMOS and TASI, which means “a journey to another world,” a reference to the bold and adventurous tendencies of the MZ generation—the brand’s main target. The brand triggers the MZ generation’s curiosity and fascination with retro analog artifacts. XYTS specifically looks back to the ‘80-’90s lifestyle and graphic trends and has remastered them for the present. The brand depicts the beauty of the unknown, a glitch, or candlelight flickering. This so-called error, created in a glimpse of time, also symbolizes the unknown future of the MZ generation.
Client / Manufacturer
Design
SHINSEGAE Shinsegae Department Stores
Seoul, KRSHINSEGAE Shinsegae Department Stores
Seoul, KRDate of Launch
2020
Development Time
up to 12 months
Target Regions
Specific country/region: South Korea
Target Groups
Consumer / User