As Alo Yoga prepares for a bold expansion into Asia, the lifestyle brand has announced Jin of BTS as its new global ambassador. Jin, who has been celebrated for his influence in artistry shares many of the brand’s values including mindfulness, balance and self-love, which he aims to share further with fans through the partnership.
“What I really like about Alo Yoga is how they effortlessly combine comfort, style and purpose, while also emphasizing physical and mental well-being, which is something I deeply value,” said Jin. “Their approach to mindful movement really resonates with me — it’s not just about what you wear, but how it makes you feel and encourages you to be present. Alo creates pieces that allow me to move freely, whether I’m working out, rehearsing, or just relaxing, and their studio-to-street designs make it easy to transition between different parts of my day.”
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Jin’s favorites from Alo include the Make Waves Hoodie, Make Waves sweatpants, Double Take Short Sleeve, Performance Off-Duty cap and the Alo Runner shoe. The picks, he said, reflect his love for comfort, style and versatility. While he said the Make Waves collection is his go-to for lounging and warming up, the cap is a favorite for “staying low-key yet stylish.”
Both Jin and Summer Nacewicz, vice president of marketing and creative at Alo Yoga, told WWD that the partnership is about more than the product.
In an exclusive interview, Nacewicz told WWD that the partnership with Jin serves to further the brand’s mission to “inspire people worldwide to embrace mindfulness, recovery and movement. Jin not only embodies these values but also has the ability to ignite change through his powerful platform. This collaboration is a perfect alignment with our vision to promote physical and mental wellness on a global scale.”
Moreover, through the collaborative partnership, Nacewicz said there was a desire to show a different side of Jin to his fans that they may not have seen before. “He was very open and honest as he collaborated with us and we hope that his fans in Korea and around the world will resonate with what we’ve created together,” she said.
Jin also said the partnership with Alo means a lot to him given his aligning values with the brand. “Alo isn’t just about clothing,” he said. “As someone who values taking care of both my body and mind, working with a brand that encourages people to move with intention and live with purpose feels really meaningful. It’s a chance for me to connect with a community that believes in living fully, staying grounded and being present — principles I try to live by in my own life and music.”
Importantly, the partnership, which officially launches with a comprehensive campaign in early 2025, comes just before the brand is set to open its first flagship in South Korea’s Dosan Park in April of 2025. The Seoul location marks a major milestone for the brand as its entry into the Korean market.
The flagship aims to bring its full experience to South Korea in a 6,000-square-foot, six-story space designed with the brand’s signature aesthetic. The store will feature a sleek slatted wood façade, a rooftop terrace and a serene sunken garden, offering a luxurious and immersive shopping experience.
“Launching in South Korea is incredibly exciting for us,” said Nacewicz. “Seoul is a global fashion hub and Korean fashion and entertainment culture have a worldwide influence. We’ve already built a strong audience in Korea and there’s a lot of anticipation for Alo’s arrival. We have exciting plans to bring L.A.’s wellness culture to Korea in a way that will resonate globally.”
Currently, she said, Alo sells to the market through our e-commerce site, “which has seen an impactful year-over-year growth.” Following the first brick-and-mortar store in Dosan Park, the brand plans to create additional flagships and department store locations.
“Alo is unique because we exist at the intersection of fashion and wellness,” said Nacewicz. “We are excited to introduce our studio-to-street mentality and design aesthetic to such a dynamic and influential market and looking forward to the incredible synergies we hope to create with Korean culture and Alo.”