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BTS's Jungkook, renowned for his global influence in both music and fashion, has been closely linked to his brother Jeon Jung-hyun's clothing brand, GRAFITIONMIND.
Jungkook appears in a hoodie from the brand in the latest episode of the travel show Are You Sure?! with BTS’s Jimin on Disney+. Despite the brand's rising popularity, Jungkook stepped down as an internal director of Six6uys, the parent company of GRAFITIONMIND.
According to the Music Times, K-pop idols were reportedly accused of backdoor advertising to promote the brand without disclosing their involvement. However, the Fair Trade Commission later cleared him of any legal violations, affirming that simply wearing the brand’s clothing did not equate to deceptive advertising.
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Jungkook's brother's clothing brand, GRAFITIONMIND is a streetwear label
On August 8, a new travel show premiered on Disney+, featuring BTS members Jungkook and Jimin. In this eight-episode series, the Euphoria singer was spotted wearing a hoodie from his brother's brand.
Jeon Jung-hyun, Jungkook's brother, founded the company Six6uys in May 2021. Later that year in September, GRAFITIONMIND was launched as a spin-off from the original company.
The brand, which embodies themes of rebellion and art, quickly gained attention. The BTS member Jungkook frequently showcases clothing from this brand on his social media posts.
The about page on the brand's official website states:
"Based on the two identities of 「Low-level culture」 and 「Art」, rebellious spirit against the older generation, we are developing a variety of creative works.Diagonal features on the clothes are our signature. 「BOMBING AROUND THE WORLD」, the slogan of GRAFFITIONMIND, is a phrase quoting BOMBING which is the root of Graffiti."
It continues:
"It has double meanings of ‘bombing around the world’ and ‘carving our colors around the world’."
This company is located in Uijeongbu, Gyeonggi Province, and specializes in the manufacturing, wholesale, and retailing of clothing and accessories. According to the brand's website, GRAFITIONMIND positions itself as a streetwear label, combining low-quality culture and art elements with a rebellious spirit.
The youngest BTS member, however, stepped down as an internal director of the brand in September 2021. As per a report by Biz Hankook, the idol allegedly resigned after he faced accusations of false advertising, a practice commonly known in Korea as backdoor advertising. The controversy arose because he allegedly wore his brother's clothing brand without disclosing his involvement with the company. The report added that Jungkook stepped down due to the backlash from netizens who felt he was promoting the brand without transparency.
HYBE, BTS’s agency, did not comment on the matter.
The Music Times reported that the Fair Trade Commission (FTC) later cleared the idol of wrongdoing. The FTC stated that there was no violation of advertising laws, as the Dreamers singer had not mentioned the brand explicitly in his posts. They emphasized that simply wearing a brand’s clothes does not equate to deceptive advertising.
BLACKPINK member Lisa was spotted in a sweater from the same brand in her social media posts several times.
GRAFITIONMIND is now available for order and delivery in the US.
