Ader Error

The name ADER EROR derives from this: A stands for “aesthetic,” D stands for “drawing,” and ER stands for someone who does something (like a painter or writer) thus coining the term ADER as someone who focuses on aesthetics. ERROR could mean something negative but no one and nothing can be perfect; therefore the word is used as an expression of imperfection within the brand name to portray what the brand is all about: aesthetic imperfection. 

Ader Error, a youth-culture driven brand that has grown an international following by forging its own marketing, retail and styling path. The brand is highly attracting with its ‘content driven’ approach to fashion design and execution. 

With all the collections being unisex, the brand has challenged South Korea’s hard-lined understanding of gender roles. The brand is always in the process of trying unique things to make an effort to impact the world through their distinct culture and style. 

The brand has labeled its own unique take on nostalgia as “future” - a mashup of futuristic and retro. ‘We express our identity with futuristic factors to make a contemporary, new kind of trend’. Their silhouettes, design details and marketing are usually inspired by the early-internet aesthetics. This concept has been prevalent amongst many fashion ventures however, Ader is one of the first large-scale brands to form visuals. 

The brand only release two main collections year but to spark additional growth, Ader continuously engage with like-minded brands on collaborative products. To create an entirely new communication based on each others identity, studying how we can as a brand communicate with people, media and platforms daily. Ader update the website to suit its seasonal collections’ aesthetic, this offers an immersive experience that nods to the nativity and joy of early-internet connectivity. 

“The art branding is what we did, do, and will continue to do. That is the way of our communication”.