The ingenuity of the SAND SOUND X BOYNEXTDOOR collaboration
We have to talk about this collaboration. Because it's actually amazing. First of all, Sand Sound is a Korean streetwear, everyday brand that's mostly known in Korea. They don't have a big international reach. Secondly, it's affordable and they've always had playful marketing targeted to teens and young adults like BOYNEXTDOOR.
This is why this collaboration is perfect. It would make no sense if BOYNEXTDOOR were to model for a luxury brand. They're the boys next door—posing in a 1000 euro shirt wouldn't exactly evoke that feeling. KOZ is smart to let them start with a Korean streetwear brand. It's relatable and accessible: two key words they often use to describe their group and concept.
While I'm unsure if big brands have reached out to them, KOZ could've easily tried themselves. Someone like Sungho could surely be added to the roster of idols that promote Tommy Hilfiger. But instead, they stayed true to their concept and vision for the group. It's commendable.
As they age and their fandom grows with them, they'll be able to elevate to bigger brands if they wish to do so. My hope is that they'll stick with smaller brands though; independent brands from Korea and/or Japan that share or are in line with BOYNEXTDOOR's identity.
