DISCOVERY EXPEDITION
F&F · South Korea
DISCOVERY EXPEDITION is a South Korean lifestyle outdoor brand launched in 2012 and operated by F&F. It makes outdoor inspired clothing for everyday wear and is expanding across Asia.
| Launched | 2012 |
|---|---|
| Operator | F&F Co., Ltd. |
| Trademark acquired | August 2026 |
| First China store | November 2024 |
| Website | discovery-expedition.com |
What is DISCOVERY EXPEDITION?
DISCOVERY EXPEDITION is a lifestyle outdoor brand run by F&F Co., Ltd., a subsidiary of the South Korean fashion and lifestyle company F&F Holdings. The brand launched in 2012 under a licensing agreement with Discovery Channel.
History
In July 2024 F&F secured an exclusive licence covering key Asian markets: South Korea, China, Japan and Southeast Asia. In November 2024 it opened its first Discovery store in China. In August 2026 F&F announced that it had acquired the brand's global trademark rights from Discovery Communications, with the transfer proceeding in stages under each country's laws.
Products and positioning
The brand makes outdoor wear designed for everyday life rather than technical expeditions. With ownership of the trademark, F&F plans to:
- Reposition it as a premium lifestyle outdoor brand
- Place greater focus on product quality
- Expand into markets outside Asia
Why it matters
DISCOVERY EXPEDITION is a notable case of a Korean company turning a licensed media name into an owned fashion brand. The move from licensee to trademark owner gives F&F control over the brand's global development, following a path it has used to build other licensed labels across Asia.
Frequently asked questions
Who owns DISCOVERY EXPEDITION?
The brand is operated by South Korea's F&F, which announced in August 2026 that it had acquired the global trademark rights from Discovery Communications.
What does DISCOVERY EXPEDITION sell?
It sells lifestyle outdoor wear designed for everyday use.