«Authenticity is more important than runways» - interview with Dongjoon Lim

The ultrarunning, a term indicating all activities of running on unpaved or non-beaten paths that exceed the length of the marathon (42 kilometers and 195 meters), is increasingly a trend, and this explains how Post Archive Faction - one of the most cutting-edge South Korean brands in the entire fashion system - has chosen to collaborate with On - a flagship company in a sector that still has considerable untapped potential. This is demonstrated by the marathons that the most important players in the market have been cleverly focusing on in recent months to cultivate their own community, as well as the synergy between Post Archive Fashion and On, a brand founded by Dongjoon Lim and Sookyo Jeong. We had the opportunity to exchange a few words with Lim, not only to delve into the highly anticipated partnership with On but also to explore the future plans of a brand that makes innovation its daily bread.

How did the collaboration with On come about and what does it mean for you to collaborate with a brand considered a leader in the running industry?

«We had total harmony from the very beginning. In fact, the collection with On arises from our mutual admiration for innovation and design. On is a brand known for pushing well beyond the boundaries of performance and functionality, so it was the ideal partner to attempt to combine a type of 'high-performance athletics' and the unique design that has characterized the work of Post Archive Faction from day one. Collaborating with a leader in the running industry is a great honor. Firstly, it gives us the opportunity to leverage On's experience and reputation to reach a broader audience, and secondly, to have a significant impact on the world of athletics and sports in general, creating an increasingly greater synergy between sports and fashion.»

Marathons and the entire landscape of running brands are gaining popularity: how would you explain this phenomenon?

«It's obviously a phenomenon that reflects a cultural shift towards a search for health and wellness. Moreover, most running brands have understood the importance of 'building community' through events of this kind. This phenomenon can be attributed to various factors, including increased awareness of health benefits, the influence of social media, and the spread of athleisure. Consequently, running brands are riding the wave by offering innovative products but above all engaging experiences for the community. The notoriety of these brands exploded during Covid-19, but now it has reached an even higher level of attention.»

From a product development perspective, what was it like for you to work with a running brand like On?

«Working with On was a rewarding experience that allowed us to combine our design approach with their expertise in a sector that is in stark contrast to ours. When doing collaborations of this kind, it's always very interesting to create an 'exchange of skills': this collaboration has given us a lot and now we feel decidedly more inspired, especially in the product development process, as well as in material innovation. It's a collaboration that has taught us - even more - to push well beyond the established boundaries of fashion and functionality. It's not often that two brands are so much on the same wavelength: we at Post Archive Faction found a meeting point with On when we realized we have a common mission, which is to create products that seamlessly blend performance and style, allowing people to pursue their passions in utmost comfort.»

After debuting in Paris in 2020 with a showroom presentation, is hosting a fashion show in one of the fashion capitals a future goal for the brand?

«We can't hide that debuting in a major fashion capital is a true dream, but we prefer to say, for now, that it's only a future aspiration. Hosting a runway show is a step up, but at the same time not necessary. At present, our main focus is on creating meaningful experiences and interacting with our audience in innovative ways. We feel obliged to prioritize the improvement of creativity and authenticity - when we have achieved our goals, we will definitely seek to launch our collections with a tailor-made fashion show. In fact, another reason why we proceed very cautiously is that we have no intention whatsoever of doing a 'traditional' runway show - we will find a way to differentiate ourselves even in this respect.»

What are the future goals of Post Archive Faction?

«The future goals of Post Archive Faction revolve around our cornerstones: innovation, sustainability, and creative expression. This means that we start from a solid foundation, but we must continue to improve to remain constantly at the forefront, exploring new sectors and markets. We are determined to rewrite the rules of design by exploring new materials and cutting-edge techniques. We do it for ourselves, to raise the bar of quality in research and innovation in the fashion industry, but also to inspire people through a unique mix of art and craftsmanship.»