On April 1, BARRIE announced that SEVENTEEN’s member Joshua has been selected as their new brand ambassador.
A representative from the brand dished on choosing Joshua as a brand ambassador, saying, “We discovered a common keyword, authenticity, with SEVENTEEN’s Joshua, who deeply understands the philosophy and message of the brand created at the fingertips of craftsmen.”
Joshua expressed his gratitude for being chosen as an ambassador for a brand he has always cherished. He mentioned that every moment he experienced in Scotland, the birthplace of BARRIE, was truly beautiful.
Joshua filmed his first ambassador content in Scotland. Moving forward, BARRIE and Joshua will engage in diverse activities together.
BARRIE originated in Scotland in 1903 as a specialized knitwear producer. Following years of collaboration with major players in the fashion industry, it was purchased by Chanel in 2012 and introduced as an independent brand in 2014.
The collections are crafted by a fashion studio in Paris and maintain local manufacturing in Hawick, the heart of Scotland’s knitwear sector.