ATiiSSU unveils 'DESERT COWBOY COLLECTION' campaign film featuring Stray Kids' Felix, showcasing a unique aesthetic and style.
April/21/2026 13:21Related Groups & Members
The unique headwear brand 'ATiiSSU' that expands into a new style realm released its first campaign film 'DESERT COWBOY COLLECTION' featuring Stray Kids' Felix on the 21st, showcasing the brand's unique aesthetic world. The shocking teaser video released on April 10, featuring a headless figure and a moving head on a shelf, attracted global attention. Through this campaign film, 'ATiiSSU' completed an overwhelming story set in the center of a desert where scorching energy flickers. The campaign unfolds in a world where the boundaries of different dimensions become ambiguous, depicting the thrilling moment where the protagonist Felix confronts an unknown entity, the 'Flytrap'. The powerful performance based on heavy metal sound vividly impresses 'ATiiSSU's experimental worldview, and the leather metal headwear born from the interaction of energy between Felix and the 'Flytrap' presents new style possibilities that go beyond mere items. In particular, Felix, who has been an icon of the brand since its launch, perfectly embodies 'ATiiSSU's headwear with his mysterious visuals and overwhelming charisma. His original performance in the confrontation scene with the 'Flytrap' maximizes the creativity that breaks free from the brand's specific framework. The 'DESERT COWBOY COLLECTION', which was first unveiled through the campaign video, suggests a new Western mood where free movement and tension intersect, inspired by the endless desert landscape and scorching heat. The silhouettes and drapes flowing over layers of knit, organza, and black leather, combined with pleated textures and rhythmically arranged stones and cubic decorations, complete a three-dimensional visual where light and movement intersect. This collection has been pre-released on the 'ATiiSSU' official online store alongside the campaign video, and a daily lineup for the spring-summer season is also planned. The official launch is scheduled for April 28, and it will be available in Korea. In addition to the official online store, it can be found at the 'DESERT COWBOY COLLECTION' pop-up in Seoul, ATiiSSU DOSAN FLAGSHIP STORE, and HAUS NOWHERE SEOUL STORE. The 'DESERT COWBOY COLLECTION' pop-up, which will open simultaneously with the collection launch on April 28, is located right next to the ATiiSSU DOSAN FLAGSHIP STORE and is designed as a space that modernly reinterprets the image of a Western cowboy. At the pop-up, visitors can try on key items worn by Felix and other characters in the campaign video, and experience 'ATiiSSU's worldview immersively through an AI technology-based photo booth. Through the release of this campaign film, 'ATiiSSU' further strengthens its presence in the global headwear market and reaffirms the brand's unique position. Global interest has continued to rise since the release, and expectations for the collection launch are also increasing. The full version of the 'DESERT COWBOY COLLECTION' campaign film can be checked on 'ATiiSSU's official Instagram.
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