LE BLOG

Felix surprised us all by turning up with dark hair (we don’t know if it’s a wig or if he’s changed it again) during his visit to the ATiiSSU pop-up store in Seoul.

ATIISSU is no longer a name whispered among insiders, it’s becoming a global fixation. is not an independent fashion brand with a traditional single designer in the way labels such as Dior or Gucci operate. Instead, it is a headwear-focused brand, particularly known for caps and accessories, and it forms part of the creative group IICOMBINED. This group is also behind well-known brands such as Gentle Monster and Tamburins, which operate in fashion, eyewear, and cosmetics. Rat

ATiiSSU introduces its latest visual narrative, Desert Cowboy Collection , featuring Felix in a striking reinterpretation of Western aesthetics. Set against vast desert horizons and shaped by intense sunlight, the campaign captures a sense of resilience, individuality, and modern edge. Blending contemporary headwear design with cinematic storytelling, Felix embodies a new kind of cowboy, refined, bold, and globally relevant. The visuals highlight ATiiSSU’s commitment to pushi