South Korean national daily newspaper 'JoongAng Ilbo’, one of the Top3 newspapers in South Korea, published an article in their economy section titled "That fashion BTS wore took over Europe" (https://n.news.naver.com/mnews...). It mentioned Seoul-based fashion brand 'Andersson Bell,' which was founded in 2014, became a viral hit after Jungkook was seen wearing its sneakers at BBMA 2019. The brand then sold 92% of its merchandise on the UK's luxury select-shop 'Net-a-Porter,' which is a near-perfect sell-out. As a result, 'Andersson Bell' made way into another British luxury fashion retail platform 'Farfetch.' Canadian online luxury retailer 'Ssense' also increased purchases from the brand more than 5 times from last year.

'Andersson Bell' then became the first Korean brand to display a pop-up store at 'Liberty' (designer department store selling luxury brands) in London. This gives the brand an opportunity to rub shoulders with famous foreign brands such as 'Acne Studios', 'Alexa Chung', and 'The Raw.' 'Andersson Bell' now has entered 50 stores in 15 countries, with the aim of selling in 150 stores next year.

The article ranked at #1 on the most read article under the 'JoongAng Ilbo' economy section after it was published.

'Korea JoongAng Daily,' the English language version of 'JoongAng Ilbo,' also published a similar article titled "Korean fashion brands find international success" (https://koreajoongangdaily.joi...). The article stated, "Andersson Bell, a local contemporary fashion brand founded in 2014, has seen sales shoot up overseas thanks to boy band BTS. The fashion company quickly became a viral hit after band member Jungkook wore its sneakers to the 2019 Billboard Music Awards".

US-based media 'The Washington Newsday' also published an article regarding this, stating "Andersson Bell, a contemporary casual brand based in Seoul, sold out online after BTS band member Jungkook wore a pair of the company’s shoes at the 2019 Billboard Music Awards, JoongAng Ilbo reported on Wednesday". Link to the article: (https://washingtonnewsday.com/...)

It seems like causing a fashion brand he wore to (almost) sell-out is truly Jungkook's forte, as this was not the first time it happened. Jungkook had caused many outfits he wore to sell out before, and one of the most famous sold out frenzy event was the luxurious 'Prada' jacket, which sold out in 25 countries after he wore it in a Vogue photoshoot. The phenomenal event made headlines in various Korean and international media, like how 'The Straits Times,' Singapore's leading newspaper, highlighted Jungkook's name in its article "BTS fans snap up Prada jacket worn by Jungkook" on its printed newspaper.

After Downy and numerous “sold out” events, medias and fans have dubbed Jungkook as the "King of Sold Out," and rightfully so.

Image credit: @michellewong131