ADER ERROR SOUTH KOREA

What is the concept behind your brand? Ader team: “Ader Error was formed in December 2014 by a group of people from diverse elds who wanted to make something creative and fun. The brand is based on fashion and simplicity, expressing contemporary sensibility and a di erent kind of minimalism. As suggested by our slogan ‘But near missed things’, our main inspiration comes from observing our surroundings and looking at the normal things that we can easily miss in our lives.” The word “error” is part of your name.

How important is the error in your work? “Error implies something negative, like a failure or a mistake, but there’s no way for everyone and everything to be perfect. With this in mind, we reinterpret error as an expression of imperfection, and we believe there’s an absolutely attractive point in it.” Your brand is very young, but you have already collaborated with many di erent artists. What’s your relationship with art? “We’re convinced that having a good brand means communicating a deep sense of value to people beyond sales. And art is an essential part of this communication. Many people like art, but there’s de nitely a gap between art and the public. To overcome this, we always nd new artists and work with them to express and make something interesting.” Who is your perfect customer? “We mainly make unisex garments, but it’s interesting for us to see a girl or woman wearing big-size clothing.” •