Andar
Echo Marketing · South Korea
Andar is a South Korean activewear and athleisure brand founded in 2017 by Shin Ae-ryun. It is known for leggings and has expanded into men's clothing as an affiliate of Echo Marketing.
| Founded | 2017 |
|---|---|
| Founder | Shin Ae-ryun |
| Affiliate of | Echo Marketing (since 2021) |
| Men's line expansion | 2022 |
| Website | andar.co.kr |
What is Andar?
Andar is a South Korean activewear brand founded in 2017 by Shin Ae-ryun, who led the company as chief executive. Its early marketing centred on the message of leggings made by yoga instructors.
History
In 2021 the founder and other managers sold their stakes to the advertising company Echo Marketing, and Andar became an affiliate of the group. The brand competes with Xexymix for leadership of the Korean athleisure market, and it began a full scale expansion of its men's clothing line in 2022.
Products and positioning
Andar focuses on activewear and athleisure that can be worn for exercise and everyday life. Its range includes:
- Leggings, including the Aircatch line
- Women's activewear tops and sets
- Men's activewear and casualwear
The brand has also partnered with the Swedish odour control specialist Polygiene on women's activewear.
Why it matters
Andar is one of the brands that turned leggings into a mainstream category in South Korea, and its ownership by a marketing company highlights the role of digital performance marketing in building Korean fashion brands.
Frequently asked questions
Who founded Andar?
Andar was founded in 2017 by Shin Ae-ryun, who sold her stake to Echo Marketing in 2021.
What does Andar sell?
Andar sells activewear and athleisure, especially leggings, for women and men.