Rockfish Weatherwear

What Rockfish Weatherwear does

Rockfish Weatherwear is a Seoul-based direct-to-consumer fashion brand operated by AU BRANDZ CO., LTD., founded in 2022 and employing 51–100 people. The company designs and sells weather-inspired footwear (its signature transparent jelly FLIPFLOW line, GLAIR strappy sandals, HAYDEN clogs and flip-flops via the clor sub-brand, Maryjanes, sneakers, and rain shoes), apparel (dresses, tops, bottoms, outerwear, swimwear), and accessories (fashion umbrellas, bucket hats, bags, scrunchies, socks, scarves). Pricing spans KRW 15,600 for entry accessories up to KRW 160,000 for premium apparel, with periodic promotional events such as the ROCK(FISH) FESTA offering up to 80% discounts.

The business runs exclusively through owned e-commerce on the Cafe24 platform across three localized storefronts—Korean (.co.kr), English-global (.com), and Japanese (.jp)—with shipping to 30+ countries and payment processing via Toss Payments. Domestic Korean fulfillment and returns are handled through CJ Korea Express; Japanese cross-border shipping uses Sagawa Express. Marketing is concentrated on owned digital channels, principally the rockfish_official Instagram account, email/newsletter, and a recurring collaboration program with designers (SUSAN FANG, MINJUKIM) and artists including K-pop group ILLIT, alongside the in-house Rockfish Node collection and clor sub-brand.

Revenue is generated entirely through one-time product sales with no subscription or licensing streams, and the company pursues a horizontal segmentation strategy aimed at fashion-conscious consumers seeking stylish weather-appropriate alternatives to utilitarian rain gear. The firm has no disclosed revenue, no app presence, no public API, and no institutional investors beyond a single February 2025 round featuring Korea Investment & Securities.

Name

Rockfish Weatherwear

Legal name

주식회사 에이유브랜즈

Website

https://rockfish-weatherwear.co.kr

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Rockfish Weatherwear is a Seoul-based D2C fashion brand, founded in 2022, selling weather-inspired footwear, apparel, and accessories through three localized e-commerce storefronts (Korean, English, Japanese) shipping to 30+ countries and targeting style-conscious consumers seeking functional, weather-appropriate fashion.

Ownership category

akta.pro rank

Product category

Women's Fashion Footwear

NAICS

Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Women's fashion footwear
• Rain shoes
• Weather apparel
• Korean fashion brand
• Fashion accessories

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Rockfish Weatherwear generates revenue through direct product sales via its owned e-commerce platforms. Products include footwear (flats, Maryjanes, sneakers, flip-flops, clogs, boots, rain shoes), clothing (tops, bottoms, dresses, outerwear), accessories (bags, headwear, umbrellas, socks, scarves), and collaboration items. The brand operates on a one-time purchase model without subscription services. Pricing ranges from budget accessories (e.g., Lace Scrunchie at KRW 15,600 / USD 18) to mid-range clothing items (e.g., dresses at KRW 130,000-160,000 / USD 130-160).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rockfish Weatherwear designs and sells weather-themed fashion products including signature jelly/transparent flip-flops and sandals (FLIPFLOW, GLAIR), rain footwear, dresses, tops, bottoms, outerwear, and accessories such as umbrellas, hats, socks, and scarves. The brand operates multi-language direct-to-consumer e-commerce storefronts (Korean, English, Japanese) and ships globally to over 30 countries, combining weather-appropriate functionality with fashion-forward design.

Product overview

Rockfish Weatherwear is a South Korean fashion brand operating under AU BRANDZ CO., LTD. that specializes in weather-inspired footwear and apparel. The brand offers a unified product portfolio centered around signature transparent jelly/transparent shoes (FLIPFLOW, GLAIR), the HAYDEN sub-brand (via clor collaboration), fashion umbrellas, and contemporary clothing (dresses, tops, bottoms, swimwear) with accessories (hats, scrunchies, socks, scarves). The core offering combines weather-appropriate functionality with fashion-forward design, targeting style-conscious consumers seeking trendy seasonal pieces. The brand operates multi-language e-commerce platforms (Korean, English, Japanese) with global shipping capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• FLIPFLOW

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered core, major and secondary.

• CJ Korea ExpresscoreTechnology or IntegrationCJ Korea Express is the primary logistics partner for Rockfish Weatherwear's domestic Korean shipping operations. The partnership handles order fulfillment, product shipping, and exchange/return processing. CJ Baekam Center serves as the designated return address for Korean customers.
• Toss PaymentscoreTechnology or IntegrationToss Payments provides payment processing services for Rockfish Weatherwear's e-commerce transactions. The partnership enables secure payment processing for customer orders through various payment methods.
• Cafe24coreTechnology or IntegrationCafe24 provides the e-commerce platform infrastructure powering Rockfish Weatherwear's online storefronts. The partnership enables multi-language website hosting, shopping cart functionality, payment gateway integration, and overall e-commerce operations management.
• clormajorStrategic or Co-development Partnerclor is a sub-brand collaboration with dedicated product lines including HAYDEN flip-flops, clogs, and boots. The collaboration products feature cream and black glitter colorways and are sold through both main and clor-specific storefronts. Rockfish Node appears to be a separate collection line.
• X ILLITmajorStrategic or Co-development PartnerCollaboration collection with artist/group ILLIT. The partnership produces exclusive limited-edition fashion items as part of Rockfish Weatherwear's artist collaboration series.
• X OHESHIOsecondaryStrategic or Co-development PartnerArtist collaboration producing exclusive fashion pieces. Part of Rockfish Weatherwear's broader artist collaboration strategy to reach new audiences and create limited-edition products.
• X MOMENTELsecondaryStrategic or Co-development PartnerArtist collaboration with MOMENTEL. The partnership is part of Rockfish Weatherwear's series of artist collaborations to create exclusive limited-edition fashion items.
• X SUSAN FANGsecondaryStrategic or Co-development PartnerDesigner collaboration with SUSAN FANG. The partnership produces exclusive fashion pieces as part of Rockfish Weatherwear's designer collaboration program.
• X MINJUKIMsecondaryStrategic or Co-development PartnerDesigner collaboration with MINJUKIM. The partnership creates exclusive limited-edition fashion items as part of Rockfish Weatherwear's designer collaboration series.
• X GOYOWEARsecondaryStrategic or Co-development PartnerBrand collaboration with GOYOWEAR. The partnership produces exclusive fashion pieces as part of Rockfish Weatherwear's brand collaboration initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Andersson Bell: Seoul-based contemporary fashion brand selling apparel, footwear, and accessories through owned e-commerce and international shipping—mirrors Rockfish's D2C-first, globally-shipped model with a similar price band.
• KOLON SPORT: Korea's leading outdoor apparel and footwear brand. Overlaps with Rockfish on weather-adaptive footwear and outerwear, though operating at much larger scale across more outdoor-leaning categories.
• Discovery Expedition: Korean outdoor-lifestyle brand selling footwear, apparel, and bags with similar weather/utility aesthetic. Comparable assortment mix and target customer to Rockfish Weatherwear.
• MLB Korea: Korean licensee of MLB lifestyle brand with strong D2C, footwear (signature sneakers/sandals), apparel, and accessories. Comparable signature-footwear-led, multi-category model with global consumer base.
• KIRSH: Korean contemporary fashion brand with women's apparel, accessories, and footwear sold via owned e-commerce and international shipping. Comparable D2C model and fashion-led positioning.
• Hazzys: Korean heritage lifestyle/apparel brand with multi-category footwear, clothing, and accessories sold via D2C and global channels. Comparable multi-category breadth and women's-leaning mix.
• MARDI MERCREDI: Korean contemporary fashion brand with similar global D2C footprint, women's-leaning assortment, and collaboration-driven marketing. Closely comparable in stage, channel strategy, and target customer.
• BLACK YAK: Korean outdoor apparel, footwear, and accessories brand with strong D2C and wholesale presence. Comparable in product breadth (shoes, clothing, accessories) and weather-function positioning.

Broad incumbents

• Fila Korea: Established Korean sportswear/lifestyle incumbent with heritage footwear, apparel, and accessories. Comparable multi-category, signature-shoe-led assortment with broader price points and retail footprint.
• The North Face Korea: Established global outdoor incumbent operating in Korea with full weather-adaptive apparel, footwear, and accessories. Represents the scaled incumbent Rockfish would compete against in weather-crossover categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rockfish_official
• Xx.com/_Rockfish

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rockfish Weatherwear