QUOTES “THE WEST. In western youth culture, recent years show a huge cultural shift in aesthetics and a non-binary, free approach to expressing your identity. […] This culture is led by creative youths experimenting with identity and exploring their freedom through a mindset with no boundaries.” “SOUTH-KOREA. But, while the western market is still in its first stages of trying to tap into this progressive mindset, there is one fashion destination that is already multiple steps ahead: Seoul (i-d. vice, 2018). With their open-minded view on fashion and creativity, it comes as no surprise that all eyes are on this fashion city. The city is led by Korean youth devouring fashion with a non-boundaries approach going against their country's conformist culture. With this, Korean high-end streetwear brands are one step ahead if not two. They are progressive thinkers and innovative creators. The western mindset is ready for this new wave of fashion creators that find innovation by discarding the norm.” ABOUT ADER ERROR Born from a passion for the creative industries, Ader Error was founded in 2014 and is currently based in Seoul, SouthKorea. The brand consists of a team of young creatives with an experimental mindset and the desire to spread their own eccentric view on the world. This is reflected in their unisex approach on clothing, their quirky online campaigns and their experimental in-store brand experiences. CONCEPT BOOK The concept book contains conclusions from research on cultural and fashion trends, the Ader Error brand, the target group and online communication resulting in an interactive A.R. collection presentation fixing the gap between the experimental brand identity of Ader Error and the European young creatives.