Italian luxury golf wear brand Filippo Piana has joined Shinsegae Department Store's Golf Fair, adding a star-studded touch with a fan signing event featuring entertainer Cho Se-ho and pro golfer Na Byung-gwan.

The pop-up store opened at Shinsegae Gangnam on September 15 and will run until October 22. The annual Golf Fair is regarded as a barometer of new golf wear trends, and Filippo Piana has been highlighted as this year's featured brand.

Italian Craftsmanship Meets Korean Market

Founded in Biella, a northern Italian city renowned for premium wool and textiles, Filippo Piana prides itself on small-batch production. Rather than mass manufacturing, the brand emphasizes artisanal craftsmanship and rare fabrics, reinforcing its identity as a luxury golf wear label.

In Korea, the brand initially established itself as a "hidden gem," distributing mainly through prestigious golf clubs such as Trinity and The Starhue. Over time, it expanded its presence by opening a flagship store in Cheongdam last year, introducing its brand heritage to a wider audience.

Expanding to a Younger Generation

This year, Filippo Piana unveiled its "Blue Line" collection—designed with more accessible pricing to attract younger consumers and first-time buyers. The collection reflects the brand's philosophy of "democratizing luxury golf wear."

At the Shinsegae pop-up, the brand is showcasing the Blue Line alongside its FW season launches, including signature knitwear and technical pants. The event aims to demonstrate both the adaptability of Filippo Piana and its potential in the Korean market.

An FP Biella Korea representative shared, "Filippo Piana is not just about selling golf wear. It's about bringing the Italian spirit of luxury and craftsmanship to Korean customers. This pop-up will be a key moment in defining the brand's position in Korea."