SMAS
SMAS is a privately held South Korean direct-to-consumer fashion brand selling casual apparel, sweatshirts, shoes, and accessories for men, women, and unisex consumers through its e-commerce platform smas-star.com and three physical stores in South Korea.
- Company typePrivate
- Founded-
- HeadquartersSeoul, South Korea
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What SMAS does
SMAS (스마스) is a privately held South Korean fashion brand that operates a direct-to-consumer retail business selling casual apparel and footwear under its proprietary "Star Brand" identity. The company's core offering is basic and logo t-shirts for men, women, and unisex segments, priced between 79,000 and 162,000 KRW, supplemented by oversized sweatshirts and hoodies (149,000–162,000 KRW), a shoes category, an accessories (ACC) line, and a dedicated COLLABORATION category for co-branded or limited-edition items. The brand is positioned around premium fabric specification — 26-count single jersey with dumble, dental, and washing pre-sewing treatments intended to minimize post-wash deformation — as its primary quality differentiator.
The company distributes products through two channels: a proprietary e-commerce platform at smas-star.com with member registration, shopping cart, wishlist, and order tracking functionality, and three physical retail stores listed on the SHOPLIST page. All online orders ship free within South Korea with an average dispatch within two business days; customer-responsible returns incur a 2,500 KRW return shipping fee. Payment processing is handled via KGinicis (이니시스), and the customer service / A/S operation is managed by the parent operating company Samsplanet (주식회사 샘스플래닛), with CEO Lee Seung-hyeop (이승협) listed as representative director. The headquarters is at Taegye-ro 108, Jung-gu, Seoul, with business registration number 684-87-00449.
Marketing is conducted organically through the brand's Instagram (@smas_official), YouTube (sAmsnewyork), and Facebook channels, a digital lookbook, and a website blog/news section. The company markets primarily to Korean consumers seeking casual streetwear and everyday basics, with the unisex category flagged as the primary segment. No revenue, headcount, funding, or institutional investor information is publicly disclosed; ownership appears founder/management-led, and operations are confined to a single country (South Korea).
SMAS firmographics
Firmographics- Name
- SMAS
- Legal name
- 주식회사 팔칠엠엠
- Website
- https://smas-star.com
- Company type
- Private
- Operating status
- Operating
- Short description
- SMAS is a privately held South Korean direct-to-consumer fashion brand selling casual apparel, sweatshirts, shoes, and accessories for men, women, and unisex consumers through its e-commerce platform smas-star.com and three physical stores in South Korea.
- Ownership category
- akta.pro rank
Where SMAS is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
SMAS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Retail: SMAS generates revenue through direct online sales of apparel products via its e-commerce platform smas-star.com. Customers purchase products at listed retail prices in KRW with free shipping on all items. The company also maintains physical retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | T-shirts priced from 79,000 KRW to 162,000 KRW depending on style and design complexity |
| Other | Pay-as-you-go | All products shipped free of charge domestically in South Korea |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
SMAS product offering
Product offeringCore offering
SMAS is a South Korean casual apparel brand that designs, manufactures and sells its own line of t-shirts, long-sleeve t-shirts, sweatshirts, hoodies, shoes, and accessories under the SMAS "STAR BRAND" label. Products are sold directly to consumers through the proprietary e-commerce platform smas-star.com and physical retail stores in South Korea, with pricing ranging from 79,000 KRW for basic t-shirts to 162,000 KRW for premium sweatshirts and hoodies. The company also offers a small collaboration line with external partners/designers.
Product overview
SMAS is a Korean fashion e-commerce brand operating as an online clothing store (smas-star.com), offering a unified multi-category apparel portfolio. The core offering consists of t-shirts across men's, women's, and unisex segments, supplemented by sweatshirts, hoodies, accessories (ACC), and shoes categories. A dedicated COLLABORATION section suggests co-branded or limited-edition items with external partners. All products are sold through the brand's proprietary e-commerce platform with free nationwide shipping, supporting member login, wishlist, order tracking, and standard e-commerce functions.
Differentiator
Problem solved
Functional benefit
Products and services
- SMAS T-Shirts (MAN) Men's t-shirts featuring logo prints, star logo designs, big logo graphics, and special collection prints such as Hello and Crying Room; priced from 79,000 KRW upward. Targeted at male consumers seeking casual streetwear and basic everyday apparel.
- SMAS T-Shirts (WOMAN) Women's t-shirts with basic fit, stripe, and logo designs, ranging 79,000–99,000 KRW, offered in sizes S–L with multiple color variants. Targeted at female consumers seeking casual streetwear and basic everyday apparel.
- SMAS T-Shirts (UNISEX) Unisex t-shirts in graphic prints, logo tees, and all-over print designs, priced 79,000–162,000 KRW. Targeted at all-gender consumers seeking versatile, gender-neutral casual streetwear.
- SMAS Sweatshirts & Hoodies Oversized sweatshirts and hoodies including OVERFIT SWEAT ROUND (149,000 KRW) and OVERFIT SWEAT HOODY (162,000 KRW) made with unique fabric treatments. Targeted at unisex consumers seeking premium casual streetwear.
- SMAS Shoes Footwear category including shoes, sold through the dedicated SHOES section on the SMAS online shop. Targeted at consumers seeking branded casual footwear to complement SMAS apparel.
- SMAS Accessories (ACC) Accessories category featuring bags and related fashion accessories, sold through the dedicated ACC section on the SMAS online shop. Targeted at consumers seeking branded add-on items to complement SMAS apparel.
- SMAS Collaboration Products Collaboration items with external brands or designers, sold through the dedicated COLLABORATION category on the SMAS online shop. Targeted at consumers seeking limited-edition or co-branded SMAS apparel.
Companies that use SMAS
Customer profileSegments3 records
Ideal customer profiles3 records
SMAS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SMAS partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and supporting.
- Samsplanet (주) 샘스플래닛coreSamsplanet is the parent/operating company behind SMAS brand. The A/S service is handled by Samsplanet (주) 샘스플래닛. Representative contact email [email protected] and customer service line 02-3789-0718 are associated with Samsplanet.
- 이니시스 (KGinicis)supportingPayment system provider handling account transfer and card payment processing for online transactions. Part of the company's e-commerce infrastructure for secure payment processing.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
SMAS competitors and assessment
Company assessmentDirect peers
- Roarguns: Korean streetwear brand with graphic t-shirts, hoodies, and accessories targeted at a similar unisex/young audience through D2C and physical retail.
- Hyein Seo: Korean designer streetwear label with graphic-driven t-shirts, hoodies, and denim at premium price points, sold through D2C and select global stockists — comparable on product mix and price band.
- Andersson Bell: Korean contemporary label offering menswear, womenswear, footwear, and accessories via D2C and select wholesale — overlapping with SMAS on multi-category basics and elevated price points.
- ADER: (Duplicate-style listing) Korean unisex streetwear brand centered on graphic tees and collaborations — strong functional overlap with SMAS's unisex and COLLABORATION categories.
- Ader Error: Seoul-based unisex streetwear brand with a strong graphics/collaboration culture and D2C-first distribution, directly comparable to SMAS on gender-neutral positioning and drop-style merchandising.
- thisisneverthat: Korean streetwear label selling premium basics, t-shirts, outerwear, and accessories to men and women through D2C e-commerce and selective retail — the closest category peer to SMAS in the mid-premium Korean casual segment.
Emerging players
- KREAM: Korean sneaker/streetwear marketplace and apparel player, partially overlapping with SMAS in streetwear culture and footwear category, though primarily a resale platform.
Regional players
- EQL: Korean essentials/athleisure basics brand focused on everyday t-shirts and staples, highly comparable to SMAS on the basics/essentials positioning though primarily a domestic operator.
Broad incumbents
- SPAO: Mass-market Korean casual apparel retailer with extensive physical and online presence, competing with SMAS in the everyday basics space at a lower price band.
- 8seconds (Eight Seconds): SAMSUNG C&T-owned Korean casual apparel chain with broad distribution, larger scale, and a wider SKU range — comparable category but operating as a much larger incumbent in the same market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
SMAS social profiles
Digital presenceSMAS financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMAS leadership team
Management profileNumber of profiles
Profiles1 record
SMAS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMAS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SMAS
What does SMAS do?
SMAS is a South Korean casual apparel brand that designs, manufactures and sells its own line of t-shirts, long-sleeve t-shirts, sweatshirts, hoodies, shoes, and accessories under the SMAS "STAR BRAND" label. Products are sold directly to consumers through the proprietary e-commerce platform smas-star.com and physical retail stores in South Korea, with pricing ranging from 79,000 KRW for basic t-shirts to 162,000 KRW for premium sweatshirts and hoodies. The company also offers a small collaboration line with external partners/designers.
Is SMAS a public or private company?
SMAS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SMAS founded?
SMAS was founded in -1.
Where is SMAS based?
SMAS is headquartered in Seoul, South Korea, in the Asia region.
How does SMAS make money?
One revenue line is on record: direct E-commerce Retail.
Who are SMAS's main competitors?
Direct peers on record are Roarguns, Hyein Seo, Andersson Bell, ADER, Ader Error and thisisneverthat. KREAM is listed as an emerging player. EQL is listed as a regional player. Broad incumbents are SPAO and 8seconds (Eight Seconds).
Does SMAS have an API?
No public API is recorded for SMAS.