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- Samsung C&T Fashion Group’s casual brand SAND SOUND opens a 26SS pop-up store in Seongsu, running through April 28
- The space reflects the “Digging Club” concept, blending layered styling, check and stripe patterns, and curated music experiences
In Seongsu, where creativity and individuality shape the rhythm of everyday life, SAND SOUND has opened a new space to explore personal style. Samsung C&T Fashion Group’s casual brand SAND SOUND has launched its 2026 Spring-Summer pop-up store at Stage35 Seongsu, welcoming visitors throughout April 28.
Launched in October 2022, SAND SOUND presents casualwear designed for free-spirited individuals. The brand embraces the coexistence of everyday life and moments of escape, expressing individuality through relaxed silhouettes and playful styling. As part of Samsung C&T Fashion Group’s strategy to nurture emerging brands with clear identities, SAND SOUND continues to expand its presence both online through SSF Shop and Musinsa, and offline at select shops including Beaker and Hyundai Department Store Peer.
Digging into Personal Style
This season, SAND SOUND introduces the concept “Digging Momentum,” capturing the energy of becoming immersed in personal interests. The collection reflects the comfort found in repeated habits and the freedom that emerges from interpreting style in one’s own way.
Built around essential wardrobe pieces, the lineup emphasizes layering and highlights check and stripe patterns throughout the collection. The result is a relaxed yet expressive aesthetic that blends everyday comfort with distinctive styling.
Key pieces include the “Everyone” short-sleeve T-shirt and poplin shirts, designed to naturally fit into everyday wardrobes. The collection also features high-neck parkas, check shirts and jumpers, multi-stripe T-shirts, and flap backpacks, offering versatile styling options that reflect the brand’s casual sensibility.
A Space Inspired by Music and Community
The pop-up store extends the season’s concept through the “Digging Club” theme, creating a space for individuals to explore their tastes and connect through shared interests. Inspired by record shop culture, the environment combines fashion with music, offering a relaxed and immersive experience.
SAND SOUND collaborated with record store Dive Records to curate music that complements the collection. Visitors can browse the space, listen to curated tracks, and experience the collection within an atmosphere shaped by sound and style.
To celebrate the opening, SAND SOUND is offering a promotion for visitors. Customers who follow the brand’s Instagram account and upload a story featuring the pop-up store will receive a 10% discount coupon.
SS26 Collection: Digging Momentum Across Three Drops
SAND SOUND’s 26SS collection unfolds across three seasonal drops, each building on the concept of “Digging Momentum”.
The first drop introduces the season’s foundation, focusing on relaxed silhouettes and lightweight layering pieces designed for transitional weather. Soft-toned outerwear, casual shirts, and easy-fit pants establish the collection’s laid-back mood, while subtle textures and muted color palettes create a versatile base for everyday styling. The lineup reflects SAND SOUND’s signature approach to casualwear, balancing comfort with understated individuality.
The second drop expands on this direction with more expressive layering and pattern-focused pieces. Check and stripe patterns emerge as key elements, alongside lightweight windbreakers, high-neck parkas, and relaxed-fit shirts. Designed for adaptability, the second drop emphasizes layering and styling flexibility, reinforcing the season’s relaxed yet expressive aesthetic.
Released as a capsule collection under the theme “For Everyone, Anywhere,” the third drop shifts toward everyday essentials. The lineup centers on jersey T-shirts, relaxed pants, lightweight cardigans, and easy layering pieces in soft seasonal tones including sky blue, pink, and neutral hues. Designed for comfort and versatility, the capsule collection completes the season with wardrobe staples suited for daily wear.
Together, the three drops create a cohesive 26SS wardrobe built around layering, relaxed silhouettes, and subtle design details. By balancing expressive styling with practical everyday pieces, SAND SOUND captures the rhythm of personal style throughout the season — encouraging individuals to explore their own momentum.
Expanding Brand Identity
“SAND SOUND is growing with its approachable image and distinctive silhouettes,” said Dongsoo Ban, Head of the Business Development Team at Samsung C&T Fashion Group. “We plan to continue expanding brand awareness through various communication activities that highlight the brand’s identity.”
With the Stage35 Seongsu pop-up store open for a limited time, visitors are encouraged to experience SAND SOUND’s 26SS collection and the “Digging Club” concept in person. The collection is also available on SSF Shop, offering another way to explore SAND SOUND’s relaxed silhouettes and layered styling beyond the pop-up space.
