SOUTHPOLE

SOUTHPOLE is an American urban apparel brand founded in 1991 by brothers David and Kenny Khym through their company Wicked Fashions. Based in Fort Lee, New Jersey, it offers jeans, sweatshirts, T-shirts, outerwear and accessories at accessible prices.

What is SOUTHPOLE?

SOUTHPOLE is an American streetwear and casualwear label that designs, distributes, licenses and markets apparel. It is owned by Wicked Fashions Inc., headquartered in Fort Lee, New Jersey, with operations in New York City and a showroom on Manhattan's Fashion Avenue.

History

Brothers David and Kenny Khym, whose family emigrated from Incheon, South Korea, in 1977, ran a clothing store in Brooklyn and later Jamaica, Queens. In 1991 they founded Southpole, named after a team of Korean explorers who were the first from Korea to reach the South Pole. The label offered styles in the vein of popular urban brands at much lower prices.

Further lines followed, including Lot29 with licensed cartoon characters in 2002, a junior line in 2003, SP Active activewear in 2014 and the Antarctic Expedition outerwear collection in 2016.

Products and positioning

• Jeans, shorts and joggers
• T-shirts, shirts and sweatshirts
• Jackets and outerwear
• Footwear, accessories, big and tall and boys' ranges

Distribution

SOUTHPOLE sells through national and online retailers, including Amazon, Foot Locker, J.C. Penney and Burlington. In 2010 NPD Group ranked it among the largest denim brands in the US.

Why it matters

SOUTHPOLE shows how an urban wear label that began alongside a family clothing store grew into a brand distributed through national mass retail.

Frequently asked questions

Who founded Southpole?

Southpole was founded in 1991 by Korean American brothers David and Kenny Khym through their company Wicked Fashions.

Why is the brand called Southpole?

David Khym named the label after a team of Korean explorers who were the first from Korea to reach the South Pole.

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