Security specialist company East Security announced on the 18th that it will launch five fashion items in collaboration with the 'Alyak' and the domestic contemporary fashion brand, 'Hatching Room.'
This collaboration combines the philosophy of Hatching Room, which reinterprets existing clothing inspired by everyday life, and the powerful yet cute image of the Alyak character that blocks viruses, creating a unique and distinctive collection.
Hatching Room, meaning 'hatching room,' is a domestic contemporary brand established in 2020, operating an online official homepage and offline stores in Seongsu, Seochon, and Lotte World Mall B1F. Starting with a collaboration with Dickies in summer 2024, it has successfully collaborated with BUJ, band SURL, and Hanloro.
The collection will be released offline at Lotte World Mall in Jamsil at 10:30 a.m. on the 20th, and at the Seongsu and Seochon stores at 1 p.m. Online sales will take place on the same day at 5 p.m. on the Hatching Room official homepage.
Promotions will also be held. To celebrate this collaboration, a reinterpreted Alyak will be specially exhibited as a large sculpture at the Hatching Room Seongsu store, and each store visitor will receive a collaboration commemorative sticker while supplies last. Additionally, downloading and authenticating AlyakM at the offline store will provide an immediate 10% discount, while online, applying the 10% discount code found in a banner after downloading AlyakM will offer a discount on purchases. Furthermore, a naming event for the Alyak toy key ring will take place. Participants can follow the Hatching Room official Instagram account and leave a comment with a name suitable for the Alyak character in the photo.
Son Seung-wan, Deputy Minister of East Security's Alyak Green Room, said, 'We will continue to enhance the brand value of Alyak, which everyone using mobile and PC wants to experience, through creative ideas that transcend boundaries and various collaborations, while continuously expanding benefits for our customers.'
Kim Hyun-ji, representative of Hatching Room, noted, 'I thought that Hatching Room, which symbolizes new births, could blend well with East Security's Alyak character, and that the collaboration between an IT and security service corporation and a fashion brand would not only provide customers with a fresh experience but also offer them an opportunity to engage with the brand from a new perspective.'