Menswear designer challenges idea of fast fashion

Menswear brand Bastong designer and CEO Alt Ki poses for a photo after an interview with The Korea Times at the fashion outlet in Yeonnam-dong, Seoul, Aug. 6. / Courtesy of Bastong

By Kwak Yeon-soo

Menswear brand Bastong challenges the ideas of fast fashion, placing the emphasis on authenticity and simplicity.

Alt Ki, chief designer and CEO of Bastong, is interested in classic styles and function.

“So far, my collections have been all about understanding what men want to wear and what they need in their wardrobe,” Ki said, adding that he is incredibly quality conscious.

“When I started the business in 2011, I had a humble desire to develop seven waxed jackets with top quality.”

Ki's selection of the collection, however, includes everything from a cozy cashmere sweater to mustard-colored trousers and a slim cotton oxford shirt. There are also a few of his signature waxed jackets that are lined through the sleeves and shoulders to deliver a natural feeling.

When asked why he exclusively makes men's clothes while womenswear could be more lucrative, Ki said “Because I'm a man, I know what looks good on men.”

He said he had tried making women's clothing, but later thought it would be wiser to stick with menswear only. “Women's clothes are more complicated and elaborate. Just standard shirts and pants are the most practical for me,” he said.

Ki believes items that can be worn for a long time and in many seasons are worth paying money for amid the abundance of fast-changing street fashion.

“I don't really pay attention to trends. Likewise, my customers don't buy what celebrities wear or what's popular,” he said.

The fashion designer recalled a moment when he truly understood the importance of brand specialization and differentiation. A few years ago, he participated in a retail trade show in the U.S. and was shocked to see a brand that specializes in socks only.

Ki said he wants to play a big part in bringing Bastong to the global masses and cultivating a wider appreciation for the indie brand.

His ultimate goal is to run stores in three locations: London, Paris and Florence. “For Bastong to serve as a gateway to European designers, I'll need to work hard on improving the quality and developing new materials,” he said.