BODYGUARD
Good People · South Korea
BODYGUARD is a South Korean underwear brand owned by Good People, the innerwear company founded in 1993. It sells bras, briefs and other underwear for women and men through stores and online platforms.
| Owner | Good People |
|---|---|
| Country | South Korea |
| Relaunch | September 2024 |
| Online platforms | 29CM, Musinsa, Naver |
| Website | goodpeople.co.kr |
What is BODYGUARD?
BODYGUARD is an underwear brand from South Korea and one of the main labels of Good People (좋은사람들), a Korean innerwear company. The group's portfolio also includes James Dean, Sexy Cookie and YES, as well as a licence for Levi's Bodywear.
History
The brand has been part of Good People since the company was founded in 1993 and became one of its most dependable labels. In September 2024 Good People relaunched BODYGUARD with a new brand identity, aiming to keep its established look while appealing to younger customers.
Products and positioning
BODYGUARD offers underwear for women and men, including bras such as lace styles, briefs and related innerwear. It sits in the mid-market as a familiar, everyday brand.
Distribution
Good People sells through a network of around 450 physical stores and its own online mall. As part of the renewal, BODYGUARD was pushed onto Korean fashion platforms including 29CM, Musinsa and a Naver brand store, alongside home shopping.
Why it matters
The relaunch shows how heritage innerwear brands in Korea are using platform commerce and refreshed branding to reach a younger generation of shoppers.
Frequently asked questions
Who owns BODYGUARD underwear?
BODYGUARD belongs to Good People, a South Korean innerwear company founded in 1993.
Where can you buy BODYGUARD?
It is sold in Good People stores, on the company's online mall and on Korean platforms such as Musinsa, 29CM and Naver.