“That Viral Pants” BLACKPINK's Jennie, IVE, Han So-hee and more are Wearing It and it's a Korean Brand?

(*No promotional partnership was involved in the making of this article.)

Wait... That Was a Korean Brand?!

Think Jennie’s viral Ruby challenge pants were from a high-end European label? Think again.

The secret behind those trending threads? A fast-rising homegrown Korean fashion brand called Treemingbird —and it's quickly becoming a go-to for Korea’s hottest stars.

Let’s break down how this local label became a global obsession.

1️⃣ Jennie’s Viral Ruby Pants – The ‘Jennie Effect’ in Action

When BLACKPINK’s Jennie uploaded her Ruby challenge video in February wearing a pair of Scratch Damage Wide Sweatpants, the internet lost it!

Within hours, the pants were sold out. Website traffic surged by 122% The style hit its 4th restock. A new charcoal color was added due to overwhelming demand!

This is what the Jennie effect looks like—fashion chaos, in the best way.

2️⃣ IVE’s Dance Practice Look – Gen Z Cool

The next wave? IVE.

In their “Attitude” dance practice video, all members sported Treemingbird’s Scratch Damage Denim Pants, known for their relaxed fit, edgy wash, and signature rips.

As a signature piece from Treemingbird’s core denim collection, it’s perfect for streetwear lovers and has been widely praised for combining comfort with attitude.

3️⃣ Not Just Pants: Hyeri & Han So-hee in Treemingbird Tops

It’s not just the bottoms making waves. Hyeri rocked the High-neck Bolero Knit Zip-up in a YouTube show when TWICE appeared.

Hyeri showed off cutting-edge yet cozy style.

Also Han So-hee chose the Sleeve Slit Boat Neck Knit for airport fashion and for her 2024 New Year IG post.

It's oversized, detachable sleeves, luxe wool blend—pure Han So-hee energy.

Founded in 2016 by designer Kim Min-kyung, Treemingbird started as a blog shop in Daegu, Korea. Now it’s one of Korea’s buzziest fashion names—featured on platforms like Musinsa and 29CM.

The label leans into MONOTONE CLASSIC NORMCORE LOOK: wearable, elevated basics with a street twist. And here’s the kicker:

Most pieces(Pants) are priced around ₩200,000 KRW (Around $140 USD) and some even lower—luxury feel without the luxury price tag.

If you're in Seoul, you can visit Treemingbird’s flagship store in Seongsu to experience the brand’s vibe firsthand and shop IRL.

Treemingbird Flagship Store Address: 8 Gwangnaru-ro 4-gil, Seongdong-gu, Seoul, South Korea

Local Label, Global Reach!

From Jennie to Han So-hee, Korean stars are sending a message! Homegrown brands can be just as powerful—if not cooler—than global luxury names. So, next time you see that effortlessly cool knit or distressed wide-leg pant on your feed... check the label. It just might be Treemingbird.

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