SEOUL, South Korea—Hankook Tire Co. Ltd. is partnering with California lifestyle and fashion brand Peaches Group Inc. to develop a series of experimental sports tire designs to appeal to up-and-coming generations of drivers.
This collaboration is an extension of Hankook Tire's trendy and high tech brand essence, Hankook said. Founded in January 2018, Los Angeles-based Peaches is known for translating street car culture into modern-day street fashion clothing.
"Tires are essential items for vehicles but are often overlooked aesthetically," Peaches U.S. Director Henry Song said. "We believe there is potential to portray our creativity, as this is simply viewed as a canvas. In modern times, fashion brands are re-interpreting essential objects, and we believe that rubber tires should be affordable, functional, and visually pleasing,"
Seungbin Lim, Hankook's marketing division senior vice president, said Hankook Tire and Peaches "share a similar vision to support the development and growth of trendiness, especially the street-car youth culture. We believe this collaboration with such a unique fashion brand that caters to these audiences will help us venture our interests in an untraditional way."
Peaches maintains its goal is to bring the joy back to driving, a principle it celebrates by building performance cars, designing apparel and filming noir-style driving videos.
Peaches has collaborated with influential music, art, style, publishing and sport companies, including Nike Inc., BMW A.G. and Hearst Magazine Media Inc./Esquire.
It recently launched Peaches Postal Service Express, a same-day delivery service for the Los Angeles area that uses a Lamborghini LP610-4 as its delivery vehicle.